Allen Solly, an apparel brand from Aditya Birla Fashion and Retail Limited (ABFRL) has launched its face masks range for men, women, and kids with a campaign titled ‘wear a mask’.

Allen Solly’s face masks are designed and developed with a unique three-layer filtration system with an anti-bacterial finish using the N9 pure silver technology. The brand claims that its face masks have a long-lasting product life of up to 30 washes.

With the campaign, Allen Solly will highlight the importance of wearing face masks to curb the surge in Covid-19 cases in the country.

Commenting on the launch and campaign, Anil Kumar chief operating officer at Allen Solly in a statement said, “Driven by the need of the hour, wearing face masks has become a new normal. They are now an unavoidable necessity for the greater good. Our campaign aims to add a fresh and positive perspective on the concept of masks by connecting it to a human characteristic — Smile.”

“With easing lockdowns, people have started venturing out and wearing a mask is the new norm. Through our campaign, we are not just highlighting people’s duties and obligations but also empowering their trust in accepting masks as a way to express oneself just the way we do with our smiles,” he added.

ABFRL is the apparel retail arm of Aditya Birla Group. Its brand portfolio includes Louis Philippe, Van Heusen, Allen Solly, and Peter England.