Mumbai, January 29, 2026: India’s pioneering shapewear brand Invogue has unveiled a cinematic, Instagram-first campaign featuring Malaika Arora, turning confidence, style, and self-expression into a playful cultural moment.
The tongue-in-cheek film opens inside a police station, where Malaika Arora is “arrested” for the ultimate offence—looking too good. As an officer reads out the humorous “charges,” including causing a two-hour traffic jam on Mumbai’s Sea Link and drawing relentless paparazzi attention, Malaika calmly dismisses them. In a dramatic reveal, she finally confesses to her only real “crime”: keeping the secret behind her flawless silhouette hidden for far too long.
That secret, she declares, is Invogue Shapewear.
Released exclusively on Instagram, the film blends humour, cinematic storytelling, and cultural commentary—challenging society’s obsession with women’s bodies while celebrating confidence on one’s own terms.
Reinforcing Invogue’s Authority in Shapewear
More than a celebrity appearance, the collaboration positions Invogue as a category-defining brand. As India’s first dedicated shapewear label and the only one offering the highest compression in the market, Invogue has consistently set benchmarks for fit, performance, and confidence-enhancing silhouettes.
Founded with a deeply personal purpose, Invogue’s journey began as a solution rooted in emotional intent rather than commercial ambition.
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.’’
A Women-First Evolution
The brand’s evolution gained further momentum when Ragini joined as Co-Founder, bringing a strong women-first lens that expanded Invogue’s vision from a solution for one woman to a brand built for millions.
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.’’
Malaika Arora on Confidence and Self-Expression
For Malaika Arora, the campaign reflects a shared philosophy around confidence and authenticity rather than a conventional endorsement.
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. 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’’.
A Cultural Moment, Not Just a Campaign
The campaign marks a significant cultural milestone for Invogue—not as a traditional celebrity endorsement, but as a creative partnership rooted in shared values. With a growing consumer base across age groups and body types, the brand continues to lead the shapewear category it helped create.
Dropping exclusively on Instagram, the campaign reinforces Invogue’s positioning as the OG shapewear brand in India, blending innovation, comfort, and unmatched compression with storytelling that resonates deeply with modern women.
