Parfait, a US-based size-inclusive lingerie and swimwear brand, celebrated International Lingerie Day on April 24 across the nation. The brand went on the streets of Mumbai and interacted with people to know their thoughts about lingerie and the taboos attached to the topic.
The brand aims at inspiring and encouraging the spirit of plus size woman in India and believes that everyone should be comfortable with her body shape and size. The campaign has been initiated to break the barriers of body shaming and to motivate women to be comfortable in their own skin. The brand spoke to the audience on different aspects of the topic like awareness on the product types and styles, comfort while talking about lingerie in public or among peers and families, the gap in the demand and supply in the lingerie industry, preference in shopping platforms (online or offline), etc.
While most of the male and female audiences showed interest in speaking to the brand, there were some who shied away. Most of the people the brand spoke to couldn’t even spell lingerie correctly and none of them knew that there is a special day dedicated to it. All the plus size women face a similar issue of finding an array of colours and designs in the plus size lingerie industry. While a few of them did know about the types of lingerie available in the market, a lot of them didn’t know the difference between cup size and band size.
Commenting on the campaign, Akhil Srivastava, Managing Director, Parfait India, said, “We have recently entered the Indian market and we felt that the Indian consumers are still hesitant to talk about lingerie. We initiated the campaign on the streets of Mumbai as an initiative to break the taboo that comes along with the topic. The idea was to target the younger audience and spread awareness about lingerie and that it is absolutely normal to speak about the topic in public.”
Campaign video:
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