Reliance Retail’s fashion brand AZORTE has launched its latest campaign, “Your Safe Space,” featuring Bollywood stars Khushi Kapoor and Vedang Raina. The campaign embraces Gen Z’s bold self-expression and evolving style, highlighting how they navigate life’s contradictions.
Conceptualised by FCB Ulka, the campaign film showcases the everyday struggles and joys of young people—dressing up versus staying in bed, following trends while worrying about their impact, and seeking connection while fearing vulnerability. Through this, AZORTE positions itself as more than just a fashion brand—it’s a place where Gen Z can be themselves without limitations.
Speaking about the campaign, Nitin Sehgal, CEO of AZORTE, said, “AZORTE is more than just a fashion brand—it’s a movement that celebrates individuality and self-expression. With ‘Your Safe Space,’ we are creating a platform where Gen Z can be their most authentic selves, without compromise. The campaign reflects our commitment to providing trend-forward, high-street fashion that resonates deeply with the new generation.”
Dhaval Doshi, Head of Marketing at AZORTE, added, “With this campaign, we really wanted to capture the authentic everyday spirit of self-expression. “Your Safe Space” acknowledges that life isn’t about neatly separated moments; it’s about navigating through conflicting emotions. We’ve aimed to portray those very human conflicts – the pull between wanting to live in the fast lane and also embracing slow living, the constant balance between the drive to grind and the need to truly unwind. It’s about understanding that changing your mind is part of the journey, not a flaw. Ultimately, we believe everyone deserves a place where they can truly feel good, and AZORTE aims to be that safe space.”
The campaign will be promoted across social media, TV, billboards, OTT platforms, and in-store activations. AZORTE stores will transform into immersive spaces that reflect the campaign’s theme.
AZORTE blends Indian and international fashion trends, offering Gen Z a fresh take on high-street style. The brand focuses on making fashion an extension of one’s identity, ensuring every piece reflects individuality.
