This summer, Allen Solly — the trailblazer of smart casualwear under Aditya Birla Fashion and Retail Ltd. (ABFRL) — is setting the style bar high with its latest men’s fashion campaign: ‘Legs Now Turn Heads.’ Launched amidst the energy of the IPL 2025 season, the campaign takes a bold step toward redefining men’s bottomwear.
Allen Solly: Bottomwear That Speaks Style
The new collection puts a fresh twist on bottomwear essentials — bringing cargoes, parachute pants, and carpenter trousers into the limelight. These pieces, once known for their utility, now shine as icons of individuality, comfort, and creative self-expression.
Where Fashion, Dance & Culture Meet
The campaign film is a vibrant mix of hip-hop, salsa, and style — featuring choreographed movement, energetic beats, and youthful fashion. It captures the spirit of a generation that’s unafraid to wear their attitude on their legs.
Conceptualized by Ogilvy South, the visuals bring an editorial, high-tempo take to menswear — emphasizing freedom of movement, bold styling, and pop culture influence.
Statements from the Allen Solly Creators
Richa Pai, Chief Business Officer, Allen Solly, explained the brand’s intent: “With ‘Legs Now Turn Heads,’ we’re showing how men can experiment with global fashion trends while owning their unique style.”
Creative Director Jayanth Gurumurthy added: “This collection allows men to make bold style statements. These pants are not just clothes — they’re expressions.”
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Fashion Powered by IPL 2025
As Associate Sponsor for IPL 2025 on Jiostar, Allen Solly is using the cricket season to maximum advantage — seamlessly merging sport, fashion, and pop culture. The campaign is making waves across Instagram, YouTube, and Spotify.
Available Now
Each bottomwear piece is designed with functionality and comfort in mind — whether it’s utility cargoes, breezy parachute pants, or rugged carpenter trousers. Prices start at ₹1999, and the collection is available online and in stores nationwide.
👉 Available now at allensolly.abfrl.in
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Conclusion: A Fashion-Forward Move for Modern Men
Allen Solly’s ‘Legs Now Turn Heads’ campaign is more than a collection — it’s a cultural movement. By pairing high-energy visuals with globally inspired fashion, the brand taps into the desires of today’s modern man — someone who dresses as boldly as he lives. This summer, it’s not just about cricket; it’s about making a statement — from the ground up.
