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Raymond makes the sui-dhaaga cool again.

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    Raymond makes the sui-dhaaga cool again. Raymond makes the sui-dhaaga cool again.

       

    By Aishwarya Ramesh | February 5, 2019

    Take the complete man out of his suit and what is he? Well, he's still the owner of a well-tailored Raymond suit. Raymond's new campaign titled "Tailor Your Style" is a modern take on the age-old art of custom stitching the perfect suit. We're told that tailoring is one of Raymond's biggest services and they have big plans on how to take this service and make it appealing across the board. We caught up with Mayuresh Dubhashi, Executive Creative Director at Grey Worldwide to know more.

    "The brief of the campaign was to make tailoring a choice again. In the world of fast-fashion with Myntra, Jabong etc., it's more RTW (Ready to Wear). The actual prowess of tailoring is a massive amount of customisation - the sheer number of possibilities when it comes to styling even basic pieces. In no way are we trying to replace RTW, that's a whole different market.

    He also addresses the convenience of getting a suit stitched. "With Raymond's tailoring hub, you just have to log in, book an appointment and the stylist comes to your home, takes your measurements to makes the perfect suit," he explains.

    "While looking at how best to present tailoring, one thing that we agreed on was that the act of tailoring is an art in itself. If you look at a foot on the pedal of a sewing machine, it looks like the foot on a drum pedal. The (sewing) threads look like the strings on a fretboard...," says Dubhashi. And indeed, it's the music that maketh the ad as brand Musiq, a sonic branding company, does all of the music for brand Raymond.

    afaqs

    Feb 5, 2019

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