FabAlley’s #Unfollow movement for women launched

FabAlley.com, an online fashion retailer has launched an innovative campaign, #Unfollow. The campaign takes inspiration from the idea of being the ‘Girl Uninterrupted’ or empowering women everywhere to be comfortable in their own skin.

Starring the stand-up comic Radhika Vaz, the Faballey #Unfollow campaign challenges the stereotypical notions of improper, unprofessional or inappropriate dressing for a woman. According to the company, it encourages being ‘un-everything’ and unfollowing every fashion trend. It aims at challenging every stereotype and convention that impedes a woman’s pursuit of freedom. In a path-breaking video, a confident and nude RadhikaVaz showcases a woman who is finally standing up to the fact that she is not going to conform to the rules laid out for her by everyone around her.

FabAlley launched in 2012 by Shivani Poddar and Tanvi Malik, started as an online accessories store selling a highly curated collection of quirky jewelry, bags and shoes. The company follows an inventory led business model, with a strong in-house designing team, technology team and a very tight vendor network to ensure that the turn-around times remain minimal.