Thinking about a comfort zone often evokes a visual stigma of being stagnant and staying within your lane, but c
Aptly titled “In Our Comfort Zone”, the campaign encourages young consumers to occupy and own their space, and to do it comfortably. As the world continues to explore the rise of outdoor activities and post-pandemic travel, dopamine dressing has been rising significantly, representing a desire for wellbeing, happiness, and escapism. This is reflected in the Sun & Sand Sports’ latest assortment that showcases dialed-up cozy, comfort-focused outerwear pieces in cocooning silhouettes. It also embraces subverting stereotypes; exploring multigender options and driving newness to youth-led streetwear via oversized, voluminous silhouettes and driven by an optimistic color palette and statement prints. The essence of the campaign presents an opportunity to start a conversation around exuding confidence and encouraging self-expression, which is particularly important to the Gen Z consumer; helping them discover who they are and form their adult personalities.
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Consumers are also continuing to explore the hybridisation of home and office wear (more popularly known as Work Leisure); where hoodies and jackets are being paired with shorts, pants, and relevant accessories. The prominence of comfort has made consumers gravitate towards multifunctional products suiting their on-the-go lifestyles. It’s all about the versatility of outfits you can wear to work or school, hang out with the crew, play sports and/or train. All in one single outfit. Athleisure streetwear, inspired by skate culture, sneakerheads, and social media has even transcended into luxury fashion as they gear up to adapt to Gen Z’s globally connected fashion demands.
“With the popularity of the versatility and comfort mounting across all consumer industries, not to mention its impact on fashion, the rise of loungewear and athleisure clothing has boomed. The global athleisure trend is not slowing down and the lines are blurring between everyday wear and sportswear. Young consumers are increasingly expecting their clothes to be both stylish and functional at the same time. This is exactly what our latest assortment aims to deliver; functionality with style, all while making a statement.” explained Mohamed Bodiat, senior vice president brands – Sports at GMG.
The wide range of clothing and apparel featured in the campaign visuals include some of the foremost global brands such as Nike, Adidas, The Giving Movement and Puma.
Credits
Client: Sun and Sand Sports
Creative agency: Dukkan Media
