Allen Solly Acknowledges Work Of Garment Workers In New Campaign

Allen Solly has rolled out a new digital campaign that acknowledges the efforts put by garment workers who worked relentlessly even when the pandemic situation was on a rise. The collection from the menswear brand is titled, ‘Made with Hands, Made with Love’ which is a tribute from Allen Solly towards the effort and creativity that employees put in their work.

The piece of embroidery in the garment is a kind of signature for the garment workers and the passion that they have towards manufacturing each garment under the brand. The campaign shows Asha, who is a garment worker at Allen Solly factory and it is she who reveals how each unique piece of garment is embroidered.

The campaign will run across digital channels like Facebook, Instagram, and YouTube and will be backed by diverse promotion strategies in the coming months.

Anil S Kumar, chief operating officer, Allen Solly, said, “For us, this unique handmade collection means more than just creating a product, it is an expression of our ability to support our community, given the external situation and at the same time create a handcrafted range for our consumers with the same love and care.”

Mahesh Gharat, chief creative officer, Ogilvy South, said, “There is great joy in knowing that the garment you wear has someone’s labor of love ingrained on it. The Handmade Collection film was an opportunity to tell that tale of relentless energy and true passion. It’s a simple but strong tale of how creativity led Asha and her colleagues to handle a difficult situation and keep hope alive.”