AZORTE has launched its latest campaign, ‘You’re Not Mid, You’re Just in the Middle of your story’ , addressing Gen Z’s cultural anxiety of being seen as “mid.” Featuring Khushi Kapoor and Vedang Raina, the campaign reframes “mid” not as mediocrity, but as progress in the in-between phase of growth, experimentation, and becoming.

The brand film, created by Famous Innovations and directed by Anish Dedhia, explores self-doubt through relatable moments, turning them into expressions of style and individuality. From failed fashion experiments to authentic dance reels, it emphasizes that authenticity beats perfection.

With its Autumn Winter 2025 campaign, AZORTE reinforces its philosophy of celebrating raw, unfiltered self-expression over curated perfection. Through bold styling and expre

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