Zivame has launched a collection of winter lingerie alongside a new category. This new category is Easywear (casualwear) and a private label – Zelocity (activewear).
While seasonal trends are the norm in the apparel industry, Zivame’s design team has incorporated these trends in its winter lingerie, which is a first in this segment in India. The collection is inspired by festivities, party season and the holiday spirit. From pristine whites to rich colours of jades and reds, the colour palette captures the essence of the season. It encompasses styles like plunge necklines, cage bras, convertible bras, bralettes and solution bras to meet every woman’s style sense.
Zivame has also recently forayed into Easywear and Activewear categories.
The team has spent two years to understand the gaps that exist among Indian consumers in the apparel category. Zivame’s ‘Easywear’ offer Indian women outerwear apparel that allows unrestricted movement. All the designs are conceived to reflect global trends in fine fabrics and easy silhouettes.
Indian women are also getting more active and have started pursuing fitness in all forms. With the launch of its private activewear label – ZELOCITY, Zivame aims to encourage women to ‘Find Their Happy Move’. Different activities have been categorized into four main moves in its collection – Power, Core, Fluid and Easy. The collection is curated using Zivame’s latest fabric innovation, incorporating modern fabric technology to offer anti-bacterial, wrinkle resistant, UV Protected and eco-friendly wear. Zelocity is designed for any form of workout; be it aerobics, zumba, kickboxing, walking or yoga.
Sirisha Tadepalli, Brand Marketing Director, Zivame says, “Based on deep insights gained over the years and our expanding retail footprint, we’ve understood what the Indian woman wants and have thoughtfully crafted our new designs. With our winter lingerie collection, we want every woman to feel her beautiful best. Our latest easywear range is designed to allow women to enjoy unrestricted comfort and style. With our activewear brand Zelocity, we want Indian women to find their happy move. We’re excited to present our exclusive styles and are confident about a positive response.”
