For Arif Chaudhary a.k.a B-boy Flying Machine, hailing from Mumbai’s Jogeshwari - 60, street fashion is a very important element of Hip Hop culture. Credited as one of the country’s best B-Boying artist, Chaudhary thinks that it is the funky style wear and quirky sneakers are what keeps him apart from the usual ‘shirt pant pehnnewali public’.
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The two and a half minute film supported by an eclectic soundtrack showcases how three individual minds - one mastering a dance form (Arif Chaudhary), other a graffiti artist (Melroy Williams), and a rap crew from Dharavi (7 Bantaiz) - are bound together by street fashion and take pride in adorning the whereabouts in style - converting the street into a ramp.
“Graffiti and Hip Hop are all about breaking the rules and so is the street fashion”, says Williams who believes in revolting against the conventional ways. The film aims to convey how the street has given the gullies of Mumbai a powerful voice of fashion.
In another set of spots, Myntra seeks to transform into an urban dictionary of the street where shoes are not shoes but ‘KICKS’- that too dope, Threadz is slang for clothing and Da Bomb is just fantastic. And we just got acquainted with the alternative tags of the urban street fashion verse. The advert features artists flexing and flaunting their fashion with a dash of street swagger.
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‘Straight Outta Street’ by Myntra was revealed first as a teaser to the audiences in February followed by a glamorous launch of the digital film- ‘Myntra Unforgettable- Eat.Breathe.Street’. The series was later segmented into spots where individual artists went onto narrate their unforgettable stories with a Style code.
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Myntra further hosted a segment, ‘Style Today’ on Channel Zoom where Shikha Koli decoded Bollywood celebrities’ style statement. Do you remember the Deepika Padukone Black on Black look? Definitely one of a kind.
https://www.facebook.com/myntra/videos/616501178774721/
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Myntra also shared snackible videos with fashion advice like getting your street style right!
https://www.facebook.com/myntra/videos/442517366289913/
The brand also went onto do some celeb trend spotting, like that of Ranveer Singh sporting vibrant street inspired airport look. One of the episodes also saw our Baba winning the Street Style Moment of the day award for his subdued look.
https://www.facebook.com/myntra/videos/616501178774721/
Fashion being the buzzword that it is, Myntra has managed to carve an exclusive niche for itself through Straight Outta Street. With the increasing popularity of rap and other street arts in the country, Myntra has hit the sweet spot with this campaign.
Keeping it real, entertaining, and engaging, Straight Outta Street changes the face of fashion campaigns.
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