Indian shapewear brand Invogue has unveiled a new digital campaign featuring Malaika Arora, built around a tongue-in-cheek narrative that treats confidence and style as a playful “offence”.
The Instagram-first film opens inside a police station, where Malaika Arora questions why she has been 'arrested'. As a police officer reads out the charges — ranging from causing traffic jams to attracting constant paparazzi attention — the film builds toward a cinematic reveal. Arora ultimately admits to only one real 'crime': keeping the secret behind her silhouette to herself, which she attributes to Invogue shapewear.
The collaboration positions Invogue’s product philosophy at the centre of the narrative. The brand highlights its role as India’s first dedicated shapewear label and its focus on high-compression solutions designed for Indian body types, framing the film as a reflection of its long-standing emphasis on fit, performance and confidence.
Watch campiagn here:
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Reflecting on the brand’s origins, Maadhav, Founder, Invogue, said, “Invogue didn’t start as a business; it started as a love letter to confidence, written for someone I loved. What began as a personal intention soon revealed a massive gap in the Indian market: shapewear that actually works for Indian bodies. Over the years, that intent has remained unchanged: to deliver real compression, real fit, and real confidence. Seeing this journey evolve into a brand trusted by Malaika Arora is a testament to our obsession with quality and performance. This collaboration captures how far we’ve come, while staying rooted in why we started.”
The brand’s journey later expanded with the addition of Ragini as Co-Founder, bringing a broader women-first perspective to Invogue’s positioning.
Speaking on the association, Ragini, Co-Founder, Invogue, said, “When I came on board, the vision expanded from a love letter to one woman into a love letter to all women. Shapewear is deeply personal — it’s about how you feel in your own skin. Collaborating with Malaika felt meaningful because she represents strength, consistency, and confidence on her own terms. Her association amplifies our mission to make every woman feel invincible. It reflects what Invogue stands for today — deeply understanding women and designing shapewear that truly supports them.”
Sharing her thoughts on the collaboration, Malaika Arora said, “People have an opinion on everything I do, where I go, and what I wear. So, we decided to have a little fun with that. I’ve always believed that confidence is the most powerful thing a woman can wear. What I loved about this campaign is that it doesn’t take itself too seriously, yet it says something very real. Invogue understands the importance of fit, support, and how clothes should make you feel — strong, comfortable, and unapologetically yourself. I’m ‘guilty’ of loving how it makes me feel, and I’m glad the secret is finally out.”
Released exclusively on Instagram, the campaign marks a creative collaboration rather than a conventional endorsement, reinforcing Invogue’s positioning around confidence, performance and modern storytelling within the shapewear category.
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