Zivame holds its first virtual fashion show
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.
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