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In an effort to speak out against body shaming, Craftsvilla, the ethnic fashion brand, has launched a campaign #MySareeMyStory, encouraging women to speak about their stories of strength and how they overcame the stereotypes and labelling.

As part of this campaign, the saree was chosen as a symbol as it represents a way to promote self-acceptance and confidence. A saree can be worn by anyone at any time, regardless of their body type and complexion.

The campaign that was launched on August 16 had 22 fashion and lifestyle bloggers tell their story of strength and how a saree helps them to showcase that with #MySareeMyStory. 

To date, the campaign has reached over 2.5 million people, with an increase of six times more visits to the Craftsvilla Instagram page. Its Instagram following grew by over 5,000. The campaign has seen over 220 posts to date, major engagement being from metropolitan cities such as Mumbai, Delhi, Bangalore, Chennai and Pune.

Commenting on the campaign, Manoj Gupta, Co-founder, Craftsvilla, said, “If an Indian attire has evolved the most and still resonates with every generation, it’s the saree. Through our campaign, we’ve attempted to convey that we shouldn’t have any standardised approach or view of beauty. Fashion, especially ethnic options, should go beyond stereotypes. The campaign resonates with Craftsvilla’s brand philosophy and offering to women all over India.”

Some interesting stories that were shared can be viewed here.