Virani By Amy
Social Media & Marketing Strategy
Virani is a South Asian fashion brand inspired by founder Amy’s own experiences of designing outfits for herself and loved ones. Amy noticed a disconnect in what was being sold in the market, versus what the younger diaspora was looking for in the West. With years of dance competitions, attending family weddings, and spending time in India, Amy felt her passion for South Asian fashion and culture grow tremendously. Virani pieces are designed and stitched in-house, and are a testament to what makes up a Virani woman - one who expresses herself confidently while sharing her culture, style, and personality with the world.
While Amy’s fashion and design sense was ever evolving, powerful, and backed by a strong mission, Virani lacked a brand identity that encapsulated its variety of dimensions.
HOW DID WE HELP?
The Aam Team came together to dive deep into Virani’s brand story, the mission, vision, and values. After working closely with Virani’s founder to unravel the meaning behind the brand, we created a social media strategy customized to the Virani brand, and the Virani woman. The content pillars, themes, colors, and key messaging were developed to fulfill each of the brand's touch points.
Our goal for Virani was to build a brand that reflects both the quality, mission, and vision that goes behind Virani, but also the target audience that is the Virani woman. Elegant, modern, and timeless while bridging the gap between the East and West.