Women’s innerwear, activewear, and loungewear brand Clovia recently created a buzz by casting its own leadership team as models for their upcoming campaign.

The campaign launched Clovia’s latest athleisure, nightwear, and loungewear collections recently. The campaign is meticulously designed by one of the top advertising agencies in India , Youcon Digital, to showcase how Clovia’s garments are designed to fit a wide range of body types and sized which break, “socially constructed notion of beauty standards.”

 
“The campaign funnily enough was born out of an internal chatter on if our cool new launches will fit all body types,” said Clovia’s founder Neha Kant in a press release. “This shoot was done as a challenge by our design and marketing team to showcase how Team Clovia designs for all body types. Clovia collects extensive data on Indian body types and creates fits that perform and flatter both. Through this campaign, we celebrate real women.”

Through the campaign, Clovia aspires to spread the notion of body positivity and confidence by featuring a range of bright prints and bold graphics as well as more traditional style motifs.. The brand is currently promoting the campaign on its online platforms which include its website, shopping app, and social media platforms including Instagram and Facebook.