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Women’s lingerie brand Zivame has collaborated with AishwaryaMohanraj to launch a campaign on t-shirt bras as it looks mainstream the lingerie category.
With this campaign, the brand aims to highlight on real life challenges and embarrassment faced by women due to bra outlines being visible, restricting their choice of outerwear.
The brand aims to highlight this issue and the taboos associated with it through humour which is fun and relatable.
Zivame has recently been focusing on expanding its product categories from beyond women’s lingerie, intimate wear, and sleep wear. It has also launched a line of activewear featuring leggings and sports bras, and a line of shapewear designed specifically to be worn with sarees.
The Bengaluru-based business has a strong presence in the country’s lingerie market and plans to further expand in the coming year with an aim to break even.
