Zivame is back with a campaign that’s anything but traditional, aiming to shake up the intimate wear industry. ‘The Museum of Boobs’ is the brand’s latest attempt to highlight that finding the right fit goes beyond just band and cup size—it’s all about understanding your unique breast profile.
The campaign aims to break away from the one-size-fits-all mentality by showcasing the diversity of breast profiles. The accompanying short film uses everyday objects—mushrooms, umbrellas, and the like—to humorously convey how different women’s shapes are. According to Zivame, this shift from size-based fitting to profile-based fitting is key to finding real comfort and support.
“At Zivame, our mission is to empower every Indian woman to discover her perfect fit. We’ve perfected the art of designing bras for all unique shapes and sizes, and the Museum of Boobs campaign brings this expertise to life, celebrating the diversity of breast profiles and showcasing that the Right Fit is about more than just a number,” Khatija Lokhandwala, head- brand marketing, Zivame, said.
The campaign reinforces Zivame’s decade-long focus on research and innovation, challenging the industry’s outdated focus on size alone. With a playful twist, ‘The Museum of Boobs’ gets women thinking about their fit in a more thoughtful way, without having to rely on traditional measurements. It’s not just about bras; it’s about fitting women in a way that truly works for them.