Vimal introduces new 'Unformal' fashion range

'Tie-Burning Parties' were organised across the country and Vimal's new brand campaign - 'Time to be Unformal' was unveiled to announce the launch of this new range.

The first Indian textile brand that ruled the hearts of millions aims to establish higher relevance with today's generation through its contemporary UNFORMAL campaign. The new campaign takes off from Vimal's brand's DNA of 'fashion for everyone' and aims to contemporize its ubiquitous appeal. The campaign propagates the new age trends in formal wear and highlights Vimal's latest Fashion range for the current season.

The new UNFORMAL Fashion range from Vimal has been designed to cater to today's youth who want to break away from the conventional formal wear concept and are looking for new ways to make formal wear interesting. The new range, unveiled today, comprises four exciting, trendier and fashionable products and includes Fashion Jacketing, Fashion Cottons, Fashion & Feeland Fashion Ceremonials.

Fashion Jacketing embodies vibrant, trendy designs with a soft "Faux Lamb's Wool" finish and is available in three sub collections viz. BASIX, PREMIUM and SPORTY. The new Unformal range also offer Fashion Cottons, cotton rich fabrics in a variety of premium worsted designs.

Fashion & Feel is a soft, supple worsted look &feel fabric offering a new look formal dressing option. Finally, Fashion Ceremonials present the ideal special "easy-to-stitch" occasion wear options through fabrics in Jacquard/Brocade designs.

Speaking on the launch of the new range & campaign, Mr. Anand Parekh, President RIL Textiles Division said, "The new range from Vimal has gone a step ahead to bring to life its core quality of 'fashion for everyone' by creating fabrics that have relevance with the evolving formal wear needs.

"Vimal is already available in a wide range of men's fabrics. Now, Vimal will offers options that the youth would prefer - Fashion UNFORMALS. These fabrics have been designed in keeping with Vimal's strategy of 'Premium, innovative products that will delight consumers'."

The campaign has been designed to introduce UNFORMALS as a break away concept. Consumer feedback indicated that tie is the most symbolic representation of formal wear and is one fashion accessory which today's generation is most keen to do away with. Hence, 'No Tie Day' was instituted with the objective of creating mass awareness about the new exciting trend in formal wear - being UNFORMAL.

The new campaign aims to create a new space for Vimal in the minds of the target audience and become young fashion trendsetter through the UNFORMALS route. The campaign incorporates some path-breaking communication initiatives like the no tie day, tie-burning parties and an aggressive online drive encompassing clutter-breaking social media initiatives.

The social mediacampaign included teaser videos on the concept on you tube channel, a tie-obituary app on facebook, vimalunformal microsite, twitter and soundcloud accounts among other online initiatives.

Reliance Industries Limited