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Breaking stereotypes and shackles of size, shape, colour, choices preferred by women, Craftsvilla, the ethnic fashion and lifestyle brand launches its latest campaign, #JudgeMeNot. Craftsvilla believes and strongly advocates the fact that fashion and beauty are above labels. This new campaign aims to promote this core belief of the brand.
Women are often subjected to judgements at various points in their lives- whether it is their outer appearance, career choices or even lifestyle. With this campaign, the brand celebrates women, their varied preferences and hopes to encourage people across the country to follow the same.
To amplify the brand campaign, Craftsvilla has collaborated with Bollywood celebrity Sunny Leone who shared her #JudgeMeNot experience on Instagram and wrote, “Something that I always get judged for is 'who people think I am'. It is extremely easy to judge someone. By joining this campaign, I wanted to tell everyone that unless you have walked in someone else’s shoes, you really can’t know the whole story. What helped me rise above judgement was concentrating on being myself and not hurting anyone with my actions. And most importantly knowing in my heart that am a good human being.”
The Sunny’s post
Commenting on this campaign, Monica Gupta, Co-founder, Craftsvilla, said, “Over the years, our culture and society has increasingly stereotyped women, constantly labelling them, pressure of perceptions, judging them for appearance and choices. Through our campaign, we attempt to empower women by not being harsh on themselves and instead embrace the way they truly are. The campaign resonates with Craftsvilla’s ethos of celebrating the modern Indian woman.”
The campaign has also onboarded musician Subhiksha Rangarajan, artist Kuvelu Tetseo, of the Tetseo Sisters quartet from Nagaland. Both of them have created Hindi and English songs cheering women across the country to join the cause, a cause dedicated to every woman’s true self.
Subhiksha aka Susha’s song draws a parallel between nature and judgements. The rain does not differentiate between people when it pours down on to earth; neither does nature and lovingly accepts everyone.
The Hindi song, called Kaun Kise Parkhe:
Kuvelu’s song encourages women to follow their heart and love themselves (and their choices). Whether it is choosing to sport a pixie cut or stay a Rapunzel; or about being a doctor or just a dreamer.
The peppy English song:
Craftsvilla has also collaborated with 150+ women influencers from all walks of life spanning across the country including fashion influencers, women bikers, transgender personalities. Each of these spirited personalities will talk about how they truly live the campaign theme in their personal lives and how it has made a difference to them.
Joining the bandwagon, is Anushka Kelkar, the young 21-year-old photographer, known for her Instagram stories battling negative body image. Inspired by #JudgeMeNot, Anushka has done an offbeat photo series on Browngirlgazin, her Instagram handle capturing ten women and their personalities, bodies and stories.
Over the years, Craftsvilla has launched interesting women centric campaigns like #MySareeMyStory celebrating the beauty of self-acceptance and self-confidence.