Westside targets young shoppers with new denim campaign

Apparel brand Westside has launched new campaign ‘Live your dance, Live your denim’ to debut its new men’s and women’s denim collection. The campaign includes a fashion film which presents fashion as a vehicle for authentic expression. 

“The denim revival was the perfect opportunity to celebrate dance,” said Westside’s head of customer and beauty Umashan Naidoo in a press release on August 30. “Live your dance, Live your denim is a movement piece that allows you to wear fashion to your own beat. Denim is more than just a fabric; it transforms into a statement, a rebellion, an embodiment of eternal youth. It isn’t just a clothing; it’s a canvas for artists, a symbol of love, and the armour of a freedom fighter. Living in your denim embraces all of the above. With Live Your Dance, Live Your Denim, we invite you to wrap yourself in the timeless embrace of denim and dance to your own beat. Let your spirit sway and groove, and let your denim be an extension of your unique story.”
 
In the video, individuals from diverse backgrounds come together to dance and express themselves while wearing denim pieces from Westside’s new collection. As well as celebrating fashion, the campaign aims to engage Gen Z shoppers, an ever increasingly important customer demographic for apparel brands in India. 

Westside’s new denim line includes button-down shirts and jeans in a variety if cuts including wide leg, high waist, and baggy. The brand retails from stores in over 90 Indian cities and is run by Tata Group business Trent Limited.