MUMBAI: For decades, the fashion industry has normalized women suffering in the name of style. Now Blissclub, which has focussed on redefining activewear for Indian women, has launched its latest fashion campaign — Bliss Police.
A cultural statement disguised as a style intervention, Bliss Police is here to call out the biggest fashion crimes of our time and to redefine fashion from being look-forward to feel-centric. With a nod to pop culture’s crime-fighting trios, the campaign is centered around a trio of influencers, Barkha Singh, Sakshi Sindwani, and Rida Tharana. A power trio on a mission to bust fashion’s biggest crimes: mediocre fabrics, restrictive fits, and clothes that make women suffer in the name of style.
With a 360° blitz across digital, in-store, and experiential platforms — and even a Fashion Crime Hotline — Blissclub’s Bliss Police aim to enforce a new code where fashion finally feels like bliss.
Minu Margeret, founder, CEO, Blissclub, said, “We’ve spent years perfecting fabrics that feel like a cloud, like bliss itself. Every product takes over 18 months to develop — proprietary, patented, and made to move beautifully. They don’t just perform; they pamper. Bliss Police is our way of saying that true luxury begins with how something feels — not just how it looks.”
Sushma R Rao, head of marketing said, “Clothes are the closest thing to us; they live on our skin, move with our bodies, and shape how we feel every single day. Yet, strangely, fashion has always been about the visual – how things look. With Bliss Police, we’re flipping that lens. We’re repositioning fashion from being image-obsessed to experience-obsessed.”
Bliss Police campaign marks the brand’s evolution from performance-driven activewear to a broader movement wear and fashion brand. The aim is to rewrite the rulebook with storytelling, craftsmanship and boatloads of cheeky rebellion.
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