This summer, Allen Solly, India’s trailblazer in smart casualwear from the house of Aditya Birla Fashion and Retail Ltd. (ABFRL), has launched a bold new campaign titled ‘Legs Now Turn Heads’, spotlighting a stylish range of men’s bottomwear.
The campaign, unveiled during the ongoing Tata IPL 2025 on Jiostar, draws inspiration from Gen Z’s love for movement and music. Fusing fashion with salsa and hip-hop dance forms, the campaign reintroduces cargoes, parachute pants and carpenter trousers as expressive, statement-making essentials.
“Allen Solly has always been a pioneer in bringing fresh and exciting fashion to young India. With ‘Legs Now Turn Heads,’ we are setting the tone for how modern men can experiment with their style while embracing global trends. This campaign beautifully marries pop culture with fashion, making casual bottomwear an unmissable trend this season,” said Richa Pai, Chief Business Officer, Allen Solly.
Jayanth Gurumurthy, Creative Director, Allen Solly, added, “Fashion today is dynamic and expressive, and men’s bottomwear is no exception. Cargoes, parachute pants, and carpenter pants allow men to make bold style statements with ease. This campaign captures that energy, showing how the right pair of pants can truly turn heads.”
Timed with one of India’s biggest sporting events, the campaign has received wide visibility across platforms. As an Associate Sponsor for IPL 2025 on Jiostar, Allen Solly is aligning fashion with the cricketing craze to capture attention. The energetic campaign film is also being promoted via Instagram, YouTube and Spotify.
Conceptualised by Ogilvy South, the film employs a vibrant visual palette and sharp choreography to deliver an editorial fashion-meets-dance aesthetic.
“With ‘Legs Now Turn Heads,’ we wanted to reimagine what fashion could look like when powered by cultural forces like music and dance,” said Tithi Ghosh, President, Ogilvy South. “This film is a celebration of movement and style — visually rich, high on energy, and built to resonate with the modern-day youth.”
Each garment in the new collection — from utility-focused cargoes to airy parachute pants and rugged carpenter trousers — is crafted for ease and movement, meeting the needs of today’s fast-paced and expressive lifestyle.
The collection is now available in Allen Solly stores, partner outlets, and online at https://allensolly.abfrl.in, with prices starting at ?1999.
