There are too many lingerie brands out there who say they are about women who are˜comfortable in their own skin. We decided to show these women instead – women who do not conform to tired, outdated concepts of beauty. Fig is about women who are real in every sense of the term. And very happy being just that.

Fig is a private label of Reliance Trends. It’s a collection of lingeries which aims to serve every woman regardless of their shapes or sizes. The brand development happened in 2019 in collaboration with the Bangalore based advertising agency, Phantom Ideas.

My role in the project was to develop the identity of the brand, setting the mood, the colours, desigining the packaging and the catalog, and directing the photo shoot providing us imagery for not only the packaing, but also for further collaterals, like digital or instore communication.

Creative Directon/Copy:

Karthika Kothandaraman
Art Direction/Graphic Design:

Eszter Drienyovszki
Junior Art Director:

Sooraj KM
Fashion Photgraphy:

Syed Zubair
Studio 11

A Website.

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