In today’s world of filters, fast fame, and constant pressure to stand out, many Gen Zs fear being called “mid” a slang term for mediocre or average. But fashion and lifestyle brand AZORTE has decided to change that.

Its new campaign, “You’re Not Mid, You’re Just in the Middle of Your Story,” redefines what it means to be in transition. Featuring Bollywood’s rising stars Khushi Kapoor and Vedang Raina, the campaign shows that the “middle” isn’t a failure, it’s growth, exploration, and raw authenticity.

Through bold styling, expressive outfits, and relatable storytelling, AZORTE captures the messy but powerful process of becoming who you are. The brand reminds young people that imperfection is not weakness; it’s momentum.

Head of Marketing Dhaval Doshi explains, “Gen Zs are tired of chasing perfect. They want brands that see their in-progress selves. For us, authentic will always beat perfect.”

Rolling out across social media, digital platforms, and immersive in-store experiences, the campaign positions AZORTE not just as a fashion label but as a safe space for self-expression.