The brand’s Instagram has a column titled ‘Torani Tales’ that documents and educates the audience on the various topics the brand’s campaigns have taken inspiration from. Just like their campaigns have a way of connecting and grabbing onto nostalgia through different means, their social media strategy seems to do the same. A pattern that is visible throughout their campaigns is that the brand keeps the storytelling of each campaign in the forefront, keeping branding to a menial or at the very end. Torani’s marketing journey started on Instagram by launching their first digital campaign. The brand’s colour includes a palette of sun, sea, foam, and clay colours. Their campaigns have tried to get representation right and give voice to repressed topics through fashion and storytelling. By featuring digital creators, the brand has seemingly integrated itself into the digital space which has resonated well with the consumers. In 2020, the brand’s Jamali Kamali campaign, a menswear line talked about the secret love story of a homosexual couple in the Mughal era.Ī post shared by T O R A N I often ropes in Indian celebrities and social media influencers in their campaigns. Apart from traditional and ancient aspects, Torani’s campaigns have a pattern of breaking societal taboos and stigmas. The brand’s campaigns have also stories woven with Indian traditions, mythology, monuments, rituals, crafts and more. Also Read: Coveted blue tick is up for grabs experts share implications on industry It was one of those many characters that created a lasting impression on his mind and somehow became a symbol of nostalgia and the brand’s logo. The seven-trunked white elephant that flies in the skies and showers rain with Lord Indra. He heard folklore as his grandma put him to sleep, which increased his fondness for fascinating tales of Hindu gods. The man behind the label, Karan, was born in Bhopal and his grandmother shaped his aesthetic, which is mirrored in his storytelling. Unlike labels like Manish Malhotra or Sabyasachi which operate in the same space, Torani takes a different approach by giving history to their products through visual storytelling in their campaigns. The Fashion Industry’s communication has always given a certain ‘editorial’ or ‘luxurious’ vibe. Social Samosa takes a deep dive into how designer brand Torani’s social media strategy, which relies on simplicity, Indian lineage, and old-school aesthetics, and connects a luxury brand with the everyday audience. Unsurprisingly, the dancer aesthetic, rooted in a childhood nostalgia for pink tutus and wanting to take ballet classes, is also currently dominating the beauty space. Torani operates in the $1.53 billion luxury fashion category and it is expected to grow annually by 1.36% (CAGR 2023-2027). Amidst big-shot designers and their larger-than-life portrayal of Indian attires, Torani took the nostalgia route and made storytelling the centre of every campaign. Indian designer label Torani, started by Karan Torani, stepped into the fashion world by posting a few photos on Instagram back in 2018. Social Samosa takes a look at how designer label Torani is serving Indian heritage and heirlooms wrapped in storytelling, in a glitzy fashionable way.
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