Bombay
Fashion retailer TRENDS has launched a new campaign titled “TRENDS Party Crashers: Fashion That Gets You In,” featuring its recently announced brand ambassador and Gen Z influencer, Aneet Padda.
The digital campaign, created in association with Bengaluru-based agency Phantom Ideas, targets the peak December holiday season with a focus on party wear and youth-oriented styles.
The campaign features “Aneet’s Party Picks,” a showcase of looks prepared for weddings, holiday celebrations and home parties. The campaign features Padda and a group of friends trying to get into parties uninvited, wearing confidence and TRENDS outfits, to get in. The brand says the concept aims to highlight fashion as a tool for self-expression and social confidence.
According to a press release, TRENDS Business Director Nitin Sehgal said that the company intends to strengthen its role for young buyers across India. Sehgal said the campaign reflects the brand’s responsibility to shape trends for the country’s growing fashion consumer base, noting that the brand has “its finger on the pulse of the youth.”
“As a go-to fashion brand for most of the country, TRENDS has the responsibility of setting trends for the youth around the world. This campaign proves that we have our finger on the pulse of the youth and reinforces the brand’s position as a stylist for all occasions in modern India.”
The brand and its agency described the project as strategically timed for one of the most competitive periods in apparel and accessories. While other players traditionally launch catalog-style campaigns, Phantom Ideas said the goal was to stand out with a fun narrative approach.
Robbie Anthoney, founder and creative director of Phantom Ideas, said the intention was to present TRENDS as a brand willing to experiment creatively while still appealing to local identity.
“The Party Crashers campaign aims to showcase TRENDS as a fashion brand that is willing to stand out and push the boundaries of joy, but at the same time remain rooted in our desire,” Robbie said, according to a statement. “The combination of TRENDS’ modern partywear styles, Aneet Padda’s charm and witty storytelling is exactly what was needed to bring the brand into the minds and closets of Indian partygoers.”
The campaign has been implemented mainly on digital platforms and social networks.
