A social awareness initiative dedicated to women’s empowerment

A social awareness initiative dedicated to women’s empowerment

To commemorate its seventh anniversary this October, Vogue India is launching Vogue

Empower, a social awareness initiative that draws attention to women’s empowerment. With

Vogue Empower, Vogue India’s endeavour is to raise awareness through the magazine, social

media, digital, multi-media platforms and offline activities. The message is simple: It starts with


The October Anniversary issue of Vogue India is all about women’s empowerment. Features

in the magazine range from interviews with powerhouse women like playwright of The Vagina

Monologues Eve Ensler, activist Gloria Steinem and media magnate Arianna Huffington;

inspirational real-life stories from everyday women who have overcome great obstacles to lead

fulfilled lives; to manifestos from icons of empowerment like author Taslima Nasreen, social

activist Kiran Bedi and tennis star Maria Sharapova.

Commenting on the initiative, Mr. Alex Kuruvilla, Managing Director, Condé Nast India said,

“Vogue Empower is an important and powerful milestone in Vogue India’s journey. As we

celebrate our seventh anniversary this year, we thought it opportune that we use our equity and

clout to generate tangible change in an area that affects women of all generations, across all

social spheres. As influencers across various fields pledge their support to the cause of women’s

empowerment by lending their skills and resources, Vogue India reinforces the role it’s been

playing so far—that of a powerful voice and a catalyst of change.”

Each ambassador will commit to a pledge to take this forward by either contributing to a charity

of their choice, or offering their services, time or expertise to raise consciousness on the issue.

As Vogue India editor Priya Tanna says, “The idea is to engage with Vogue’s circle of influencers

and thought leaders to become our pledge-makers, our agents of change. We want them to

mobilise people to think, talk and act in ways that highlight and draw attention to women’s


Over 180 pledges have been made by marquee names across industries. Actor Aamir Khan

will help spread the word through the media with a radio campaign, music maestro A.R.

Rahman will dedicate an album to Vogue Empower and has composed a soulful track, Laadli,

that echoes the significance of the cause of women’s empowerment. Bollywood stars, Ranbir

Kapoor, Deepika Padukone, Alia Bhatt, Ranveer Singh have also joined the movement. Vogue

Empower marks the coming together of social influencers like Sudha Murthy, Tanya Dubash,

and leading fashion designers and labels for the cause of empowering women; fashion houses

like Gucci (which will give Vogue Empower a special space on their Chime for Change website

where people can donate to the initiative) and Louis Vuitton (which will partner with NGO

DakshinaChitra to donate toward women’s education) have also joined the initiative. Renowned

designers such as Anita Dongre, Gaurav Gupta, JJ Valaya, Manish Arora, Manish Malhotra,

Monisha Jaising, Raghavendra Rathore, Ritu Kumar, Rohit Bal, Sabyasachi Mukherjee, Suneet

Varma, Tarun Tahiliani and many others have each pledged a garment from their collections;

proceeds from their sales will go to charity.

This movement is not just about changing outlooks, it’s also about giving back. Vogue India has

tied up with GiveIndia to fundraise for a variety of organisations that work to better women’s


Three of the country’s coolest filmmakers; Homi Adajania, Vikas Bahl and Vinil Mathew pull

focus to Vogue Empower with their short films, premiering in October. Homi Adajania’s film,

My Choice, featuring Deepika Padukone opens with a montage of women going through the

circle of life—freewheeling, laughing, dancing. The visuals are accompanied with a powerful

monologue in Padukone’s voice. Filmmaker Vinil Mathew turns to Coco Chanel for wisdom:

“She said, ‘A girl should be two things: who and what she wants’.” Closer home, he looks at

Mary Kom and Priyanka Chopra as the epitome of empowerment. In Vikas Bahl’s short film for

Vogue Empower, titled ‘Going Home’, we see actor Alia Bhatt taking what would otherwise

be viewed as a rash decision when her car breaks down, leaving her stranded. It is a collision

between the world a woman could live in and the world she does live in and film is where the

two worlds meet.

Vogue India has also created merchandise in the form of limited-edition T-shirts, exclusively

designed red woven saris by SP AURA SARIS and red beaded bracelets by Amrapali, to spread

the message. “Our mandate was simple—a clean, classic design to let the strong message

speak for itself. The T-shirt also has a graphic quality that’s very current,” says Vogue India’s

art director Jolie Wernette-Horn. “The red beads [of the bracelet] represent the red bindi, a

symbol of empowerment that we adopted for this issue,” adds Anaita Shroff Adajania, fashion

director, Vogue India.

Vogue India curates a shopping exhibition, ‘The Vogue Fest’ in association with IMG Reliance

and Myntra.com at the Myntra Fashion Weekend from October 3-5, 2014. Over 60 brands

across categories of fashion, décor, beauty and gourmet food join Vogue Fest which will also

have live performances and special acts. 10 per cent from the sales at Vogue Fest will go to

GiveIndia. Vogue Empower merchandise will also be retailed at Vogue Fest and all the proceeds

from the sales of this will go to GiveIndia.

Vogue Empower merchandise will be available on Amazon.in from October 1.

Vogue Empower is only the beginning of a long-term goal Vogue India has set for themselves.

They would like it to be a conduit of change and champion of women’s rights to empowerment

of mind, body, thought and action.

To follow news and conversations about #VogueEmpower log on to www.VogueEmpower.in

About Vogue India:

Connecting women with what’s beautiful, educating and inspiring, Vogue, the ultimate fashion

bible launched in India on the 22nd of September 2007. Vogue India is the 17th edition of

the ultimate style bible and is a 100 per cent owned subsidiary of Condé Nast International.

For over 100 years, Condé Nast has produced some of the finest, most successful and iconic

magazines worldwide. Vogue India celebrates the growing presence of women who define and

influence the new Indian modernity with grace, style and achievement. Priced at Rs 150, Vogue

India is a monthly magazine and available across 100+ towns.

For media queries please contact:

Condé Nast India Press Office:

Yasmin Ranijiwala| Yasmin.Ranijiwala@condenast.in | +91 22 66009000

Aishwarya Chhetri| Aishwarya.Chhetri@Condenast.in | +91 22 66009000

Perfect Relations Pvt. Ltd:

Anuya Chakravarthi | achakravarthi@perfectrelations.com | +91 9820491896

Ritika Arora | rarora@perfectrelations.com | +91 9820910855

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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