In a category that has traditionally been defined by fixed sizing and rigid notions of fit, Zivame is reframing the conversation around something far more real. With its “Makes Room for Change” campaign, the brand is challenging long-held assumptions in intimate wear and moving towards a more fluid, body-first approach.

In this conversation, Daman, Marketing Head at Zivame, shares the thinking behind this shift and how it is influencing everything from product innovation to brand positioning and consumer engagement.