Ginger by Lifestyle has launched the #ImperfectlyPerfectRules campaign, reinforcing the ‘Ginger Life,’ a life that does not fit to society’s expectations of perfection but is an unabashed celebration of individuality and flaws.
The brand brings this concept to life with a trilogy of films based on various fashion occasions that a ginger girl may relate to. For today’s young aspiring fashionistas, social media has become a fashion rule book, almost dictating the fashion do’s and don’ts. But the Ginger girl isn’t one to follow the rules; instead, she rules with her quirky and bold sense of style, injecting #ImperfectlyPerfectRules into fashion.
In the three films, a predefined approach to fashion is contrasted with Ginger girl’s individual style sense for a Date, Beach, and Party. The Ginger girl would go all sassy and slay with her imperfectly perfect appearance, while the ultimate style suggestion for a party would be to keep it sleek and classy. A ginger girl would turn on the heat with anything snappy and sleek – she is the one that defies the cookie-cutter rules to display her unique style that would make heads turn. Ginger hopes that this campaign will relate to today’s trendy, brave, and edgy girls, who break no norms and do anything they want.
Ginger’s chic and edgy styles from the summer 22′ collection are ideal for females who want to dress up their outfits and turn heads everywhere they go. The SS ’22 collection provides something for every young girl, from crop tops and T-shirts to jumpsuits, skirts, and shorts. Ginger features an array of fashionable pieces that can be dressed and owned by the Ginger girl who makes her own #ImperfectlyPerfectRules, with dresses starting at Rs.799/- and tops starting at Rs.499/-.
“Ginger, through its commercials, has always supported a progressive outlook on fashion,” Rohini Haldea, Assistant Vice-President, Marketing. This year, we’ve created a three-film campaign featuring the Ginger Girl, who uses her own #ImperfectlyPerfectRules to defy fashion standards and rules. Fashion is said to have no rules, and our advertisement exemplifies this. We hope that by doing so, we will be able to address the needs of today’s young girls, who are self-assured and assertive, and who aren’t afraid to add their own personal style to everything they do.”
“The Ginger girl has always challenged stereotypes with her #ImperfectlyPerfect view on life,” Priya Shivakumar, Senior National Creative Director, Wunderman Thompson India, said of the campaign’s conception and creation. This time, she defies fashion standards to show her confidence and courage in making her point and breaking the mold once more. Open your newsfeed or explore the tab on Instagram and you’ll see fashion and beauty tutorials telling you how to look good, with influencers giving advice on what to wear, what trends to follow, what is cool and what isn’t, what to pair with what and what not to do, all of which serves as a playbook for aspiring fashionistas to follow.
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