ODHNI, one of the largest and oldest women apparel brands of north India in ethnic and bridal wear, has launched their brand new campaign #CelebratepridewithODHNI to help break barriers when it comes to the perception of transgenders in the Indian community. Through their transgender model shoot, ODHNI is spreading the message of equality. The newly launched campaign challenges the way people in India see transgender women and breaking down stereotypes with a line of ethnic wear collection .
The beautiful collection includes zari work lehengas, Gota patti Sarees, Indo-western wear and beautiful gowns in bright and vibrant colours like blue, red, yellow, which are the favourite colours of Indian women in winter and spring seasons. The designs and patterns in this collection offer a wide variety and range to cater to the needs of women and transgender of all body types. Also, #CelebratepridewithODHNI collection is targeted to women in the 20-40 age group. They can adorn these exquisite dresses on any special occasion.
With the shoot, Odhni wants to send out the message of inclusivity. “There were apprehensions among many people that this might affect the brand. We want to say that LGBT community is a part of the society and we should not get into any step to alienate them. In fact, after the shoot we got very good responses as the clothes were looking gorgeous on the transgender models and we are sure the demand will go up,” says Mr. Puneet and Yatin Jain, Directors of ODHNI.
ODHNI firmly believes that for the society to progress, it is important that all sections of the society feel empowered. On the launch of the campaign Director duo of ODHNI says, “The idea behind the campaign is to promote versatility and joy of dressing up in Indian Ethnic wear. Transgender models dressed up in Indian ethnic wear were looking so free spirited, pure and gorgeous which has made them feel confident & powerful in their own unique way and skin. They have empowered the campaign by their presence. And as they say, “be the change you want to see”, no one has ever thought of coming forward with such kind of campaign for their brand and that is diversified idea of #CelebratepridewithODHNI happened”.