Yellow has sought to build Mixt based on a Fast-paced, Inclusive, Expressive, and Thriving motto that best defines the audience. To portray it less as a fashion apparel brand and more as an outlet for self-expression.
The brand Mixt is tailor-made for Gen Z and the values they represent. The target audience is constantly on the lookout for the next big thing, and demands to connect to brands that not only understand them but also resonate with their values. Gen Z has devised an efficient process to make quicker decisions owing to the plethora of information they consume. We’ve strongly considered these caveats while building Mixt by Nykaafashion. Our experience with fashion brands in the past proved to be insightful and helped us position Mixt such that it cuts through all the noise. We aim to cement Mixt as the go-to fashion choice for all of Gen Z’s countenances and to position it for quick, resonant, and easily accessible apparel backed by authentic brand values and a strong compassionate community.
Fashion has evolved to become a canvas of expression where every thread, shade, cut, and stitch is a symbol of perspective. This tree has given rise to a nascent branch called Mixt. a platform that allows the pronouncement of unique personalities that has been perfectly represented by a bold green and an unapologetic purple. Colors and typography fill the gap created by the sheer absence of a stage that allows the defiant performance of the generation of today. ‘The process of cracking the visual identity for Mixt proved to be an interesting challenge. The bold colours and typography add a stark and refreshing identity to the brand that is not bounded by any gender, roles or norms. I am excited to see how the brand grows with its unique identity and stirs up the fashion scene in the country.’ said Yash Ghorecha, Yellow’s Lead Designer on the brand.
‘The current fashion landscape is heavily cluttered and what the audience really want is a brand that’s authentic and true to their values. Mixt has been built to fill those gaps and present itself as a robust and flexible option for our audience’s unwavering expression.’ said Riya Roy, Brand Manager at Yellow.