AZORTE, the fashion and lifestyle brand, has launched its Autumn-Winter 2025 campaign titled “You’re Not Mid, You’re Just in the Middle of Your Story.” Featuring Bollywood stars Khushi Kapoor and Vedang Raina along with model Shylla, the campaign celebrates the messy, “in-between moments of becoming,” transforming Gen Z’s fear of being perceived as “mid” into a message of momentum and authentic self-expression.

The campaign is told through three narrative films:

• Khushi Kapoor confronts digital perfection anxiety while attempting an “authentically terrible” dance reel. Overcoming hesitation, she hits ‘Post,’ embracing imperfection, styled in AZORTE’s Luxe Boheme and Mod Femininity womenswear capsules.
• Vedang Raina, dressed in the Punk Primaries menswear capsule, navigates stage performance fears. A near-trip becomes an improvised, confident moment, illustrating that recovery is part of momentum.
• Shylla, representing young professionals, faces corporate intimidation and self-doubt. Seeing her sharp reflection sparks confidence, transforming hesitation into action, while wearing Redefined Classics capsule attire, exemplifying modern power dressing.

Dhaval Doshi, Head of Marketing – AZORTE, said, “Through conversations with Gen Z, we discovered the pursuit of Self-Assured Relevance. They seek authenticity, confidence, and relevance, not perfection. This campaign shows that being ‘mid’ is not mediocrity but momentum – a stage in the journey that strengthens you. With expressive capsules, bold styling, and relatable narratives, AZORTE provides a platform where young Indians can own their voice, embrace imperfection, and thrive in the middle of their story.”