Ginger by Lifestyle launches new digital film to inspire young girls

After the impactful, digital first launch of the #ImperfectlyPerfect campaign, Ginger by Lifestyle, continues to bring forth the bold, unfiltered and fearless voice of young girls, this time while debunking fashion stereotypes and encouraging girls to make their own fashion rules. In an impactful digital film, the campaign creatively explores the unrealistic demands of fashion and perfection that the society places on young girls. 

#ImperfectlyPerfect weaves in voices of young girls in a powerful short film exploring how they are judged because of their fashion choices that don’t meet the social norms such as wearing bright colours while being dark skinned, making a fashion faux pas by wearing pink on red or by over accessorizing despite being petite and so on. The young girls featured in this film are real girls with distinct voices, looking down upon petty societal judgments and telling these condemnatory voices to see them spread their wings and watch them fly.

Talking about this campaign, Mr. Srinivasa Rao, Senior Vice President, Marketing, Lifestyle, said, “Ginger by Lifestyle has always worked towards empowering girls through fashion and style. It is a brand that is inspired by the young girl of today, her attitude and her beliefs. #ImperfectlyPerfect is inspired by the young girl of today who is strong, opinioned and recognizes her unique interpretation of fashion not as an anomaly but as a beautiful distinction. With this campaign, Ginger hopes to resonate with young women, reiterating that it’s their unique fashion sense is what makes them who they are while celebrating the strength they have to rise above any negativity that comes their way.”

Since its inception, Ginger by Lifestyle has seen a consistent high growth by catering to the fashion appetite of the young girls of today who are continuously trying new outfits and looks that are inspired by their Instagram feed. The Ginger Girl is the bold voice with a strong mind ready to rise above superficial discriminations or judgements that the society imposes on her. Targeting an audience that primarily consumes their content digitally, Ginger has gone beyond the realms of mass media to take its core messaging directly to its customer who is digital native.

Available at Lifestyle stores across the country and at www.lifestylestores.com, Ginger continues to reflect the bold, funky and fearless sense of style of young girls at affordable prices. The brand encourages its customers to star in their own lives and helps them build personal style that is fun, relatable and fashionable. Ginger retails clothing, lingerie, footwear, bags and accessories. Denims are priced at Rs. 799 onwards and tees are priced at Rs. 399 onwards. 

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