There are too many lingerie brands claiming to celebrate women who are “comfortable in their own skin.” We decided to show these women instead—women who do not conform to tired, outdated ideas of beauty. Fig is about women who are real in every sense of the word, and very happy being just that.

Fig is a private label of Reliance Trends. It is a lingerie collection that aims to serve every woman, regardless of shape or size. The brand development took place in 2019 in collaboration with the Bangalore-based advertising agency, Phantom Ideas.

My role in the project was to develop the brand identity: setting the mood and colour palette, designing the packaging and the catalogue, and directing the photoshoot that provided imagery not only for the packaging but also for further collateral such as digital and in-store communication.