Zivame holds its first virtual fashion show

By

Isabelle Crossley

Published
Jul 6, 2021

Lingerie brand Zivame held its first-ever virtual fashion show on Youtube and Instagram, teaming up with influencers who modelled and showcased the brand’s latest product launches in their own homes.

 
Zivame’s first fashion show aimed to show its customers how its new lingerie, shape-wear, sleepwear, and active wear launches look on “real women,” the brand announced in a press release. As part of its campaign to make intimate wear “more mainstream,” the show chose influencers’ own living rooms as the venue for its first fashion show, also a nod to continuing lockdown restrictions in many areas. 
 
“Breaking the mould is a Zivame trademark and thus, organising a fashion show featuring real women showcasing intimate wear is par for the course for us,” said the brand’s head of marketing Khatija Lokhandwala in a press release.

“The aim was to bring the runway experience to all women, right to their homes and do it in a way that makes it relatable. The response to the fashion show has been overwhelmingly positive with consumers loving the inclusive experience.”
 
Zivame retails a range of lingerie, sleepwear, athletic wear, and shape-wear. During lockdown, the brand increased its focus on loungewear, one of the breakout product categories of 2020 as shoppers stayed home. The brand also responded to the pandemic by launching a range of face masks and hosting various interactive contests and events on its Facebook and Instagram pages, such as a logo design challenge and Zumba classes.