Mumbai:  Imara, a GOAT Brand Labs company and a leading fashion label in women’s ethnic wear is thrilled to introduce its Autumn/ Winter ‘23 collection with a brand campaign designed around its new positioning “You are the celebration”. The campaign revolves around the vibrant and multifaceted nature of every woman, emphasizing the role of the Imara protagonist as the life of every celebration.

During the festive season, every occasion is of a different mood and vibe, each demanding a unique style. Adept at nailing each look to perfection, the woman of today effortlessly transitions from a traditional avatar to an ultra-glam one, with Imara enabling this transformation with its eclectic range of styles.

Imara's brand positioning centres around the personality of its target audience, who regardless of their age or background, are all modern, dynamic women who wear their individuality on their sleeves. They are the life of every party, the glue of their families and peer groups. They love having fun and don’t care who is watching. Imara acknowledges their unique charm and their ability to turn even the simplest occasions into larger-than-life than life, filmy moments. Imara's collection of ethnic and fusion wear, featuring trendy cuts, colours, styles and silhouettes, complements this distinctive personality and becomes a fashion partner in all their shenanigans.

GOAT Brand Labs chief brand officer Shouvik Roy said, "We are excited to unveil the ‘You are the Celebration’ campaign, which celebrates the unique individuality of every woman. Imara believes that it is ‘You’ who is the real beating heart of every occasion, and our new collection enables you to be your sparkling authentic self during this festive time and beyond. Imara is eager to be your wardrobe favourite and your partner in crime in all your celebratory dos.”