AZORTE has launched its Autumn Winter 2025 campaign, “You’re Not Mid, You’re Just in the Middle of your Story,” featuring Khushi Kapoor and Vedang Raina. The campaign redefines Gen Z’s “mid” label as a positive phase of growth and self-discovery rather than mediocrity.
Created by Famous Innovations and directed by Anish Dedhia, the film portrays relatable moments of self-doubt turned into expressions of individuality, highlighting authenticity over perfection.
With bold styling and expressive collections, AZORTE encourages Gen Z to embrace imperfection and celebrate their journey. The campaign will run across digital, OTT, OOH, and in-store platforms, transforming AZORTE stores into spaces that champion self-expression.