Blissclub has launched Zenims™, a new denim line that brings the apparel brand’s comfort-first approach to jeans. The launch is accompanied by a campaign built around the thought ‘Comfort is Sexy’, which challenges the idea that women have to compromise on comfort to look good in denim.
The campaign film starts by highlighting the familiar appeal of jeans before turning its attention to some of the discomforts associated with wearing them for long periods, including rigid fabrics, limited breathability, restrictive fits and reduced mobility. Through humour, music and everyday situations, the film questions why these compromises have become an accepted part of the denim experience.
Zenims™ is the result of nearly three years of research, material innovation and product development. Developed in-house, the collection has been designed with India’s hot and humid climate and pear-shaped body types in mind. The range combines lightweight construction, breathability, stretch and flexibility with the appearance and structure associated with conventional denim.
Blissclub said the products went through multiple rounds of fabric engineering, fit refinement and wear testing, with the development process focusing on factors including recovery, drape, durability and finish.
The campaign then positions Zenims™ as an alternative to some of the traditional pain points associated with denim, highlighting features such as stretch, breathability, freedom of movement and a stay-put fit. The film ends with the proposition that women do not have to choose between style and comfort.
Watch the campaign here:
Commenting on the launch, Minu Margeret, Founder, Blissclub, said, “Everyone is trying to reinvent denims, but we believed the category needed to be re-engineered from the ground up. Traditional denim was never made for India in terms of the climate, women’s lifestyle, body types and overall dressing style. With Zenims™ by Blissclub we wanted to design for the modern Indian woman, keeping in mind the way they move, live and work today. We shifted our focus from depending on the apparel crafted by the western world. So, we spent years engineering Zenims™, a category that delivers the timeless appeal of denim with the comfort, stretch and freedom of easy movement women truly deserve. With this campaign, we wanted to challenge everything people have come to accept about denim and show that comfort isn’t a compromise but the future of the category. Zenims™ is our vision of what denim should have been all along. At the heart of Zenims™ by Blissclub is the fabric innovation that we have developed to eliminate the long-standing trade-off between style and comfort, while retaining the authentic look and structure of denim.”
The campaign is being rolled out across digital platforms, with the film using the ‘Comfort is Sexy’ proposition to support Blissclub’s broader focus on comfort-led apparel and product innovation.
