Fashion designer Manish Arora calmly looks at you and says, “You don’t like my designs? You don’t have to. I am what I am.” That’s what Arora as a designer stands for – crazy but innovative designs that one can like or hate, but never ignore.
Arora’s is the face that Reebok India Company has zeroed in to extend its popular international ad campaign ‘I am what I am’ in India. Reebok is collaborating with Arora on two fronts – not only is he the new face of Reebok in India, he is also the designer of Reebok’s new range of shoes called The Fish Fry Collection. As is known, Arora’s clothes are also sold under the Fish Fry label, which he had launched in 2001.
This is the first time that an Indian fashion designer has partnered with a multinational sports brand.
Subhinder Singh Prem, Managing Director, Reebok India Company, said, “The Fish Fry-Reebok collection is a rhapsody that harmonises colour, pattern and trend with a strong individualistic character. Reebok has always pushed the frontiers of design and style. The Fish Fry collection is yet another example of a company that creates trends rather than following them. The attention this range has already got is testimony to the talent of our young collaborator – Manish Arora.”
Joy Chauhan, Brand Leader, McCann Erickson, said, “The ‘I am what I am’ campaign is less about Reebok products and more about an individual’s spirit. Everyone in the public eye will agree that every piece of work that they have created is magnified in a negative or positive way. The ‘I am what I am’ attitude says – I am different and my creations are an extension of me.”
Chauhan added, “We are popularising the ‘I am what I am’ campaign through print and outdoor. The new ad is about the genius that is Manish Arora.”
The 12 designs done by Arora are a riot of colours and styles and what is officially described as “ethno-fluorescence”. Arora has drawn inspiration from the rich and complex tapestry such as Indian bazaars and architecture to embellish this range of shoes for women. Available in vibrant colours like violet, blue, pink, gold, silver, green and yellow, these designs have been stylised in leather, suede and specialised fabric cloth. Arora has also used Swarovski crystals in some of the designs to qualify them as party shoes.
Commenting on this venture, Arora said, “Reebok is amongst the leaders in athletic shoes and apparel. I am thrilled that they have afforded me the opportunity to work with them. Through this highly effective partnership I will garner an international audience. It has been a pleasure to work with such a supportive organisation without whose encouragement I wouldn’t have been able to create this line. I look forward to a lasting and mutually beneficial relationship with Reebok.”
Reebok is increasingly realising the importance of fashion that cuts across borders and pulls people together. This is why Reebok is tapping into talent worldwide and exporting them to all its markets.
In India, the exclusive collection will be available in limited distribution at select Reebok stores and Arora’s Fish Fry outlets. The range is priced between Rs 6,000 and Rs 20,000.