Mumbai: Invogue has unveiled a cinematic, Instagram-first collaboration featuring Bollywood fitness icon Malaika Arora, using humour and drama to turn confidence into the ultimate “crime”.
Conceptualised as a tongue-in-cheek narrative, the film opens inside a police station where Malaika questions why she has been brought in. As an officer reads out her “charges” — causing a two-hour traffic jam on the Sea Link and drawing relentless paparazzi attention — she calmly dismisses the allegations. In a dramatic reveal, Malaika finally admits to her only real “crime”: keeping the secret behind her flawless silhouette hidden for far too long. That secret, she declares, is Invogue Shapewear.
More than a celebrity collaboration, the campaign positions Invogue as an authority in the shapewear category. As India’s first dedicated shapewear brand and the only one offering the highest compression in the market, Invogue has consistently set benchmarks for fit, performance, and confidence-boosting silhouettes.
Founded as a deeply personal solution, Invogue’s journey began outside traditional boardrooms. Reflecting on the brand’s origins, Maadhav, Founder at 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 evolution accelerated with the entry of Ragini as Co-Founder, bringing a strong women-first perspective that expanded Invogue’s purpose. Speaking on Malaika’s association, Ragini, Co-Founder at 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.”
The collaboration marks a significant cultural moment for Invogue, positioning the campaign as a creative partnership rather than a conventional endorsement. Sharing her thoughts, 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. And 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. This collaboration felt natural because it celebrates confidence without trying to define it for women. I am ‘guilty’ of loving how it makes me feel, and I’m glad the secret is finally out.”
With a growing consumer base across age groups and body types, Invogue continues to lead the category it helped create. Dropping exclusively on Instagram, the campaign reinforces Invogue’s position as the original shapewear brand that continues to outpace the competition by blending innovation, comfort, and its unmatched compression edge.
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