Malaika Arora stars in Invogue’s new shapewear campaign

Shapewear brand Invogue has unveiled a cinematic, Instagram-first collaboration featuring actor-model Malaika Arora in a bold, tongue-in-cheek narrative that flips the idea of “looking good” into a playful offence.

The film opens inside a police station, where Malaika is seen questioning why she has been brought in. As the officer reads out her “charges” - causing a two-hour traffic jam on the Sea Link and attracting relentless paparazzi - Malaika calmly refutes the allegations. In a dramatic, cinematic reveal that playfully challenges society’s obsession with her lifestyle, she finally admits to her only real “crime”: keeping the secret to her flawless silhouette hidden for far too long.

That secret, she declares, is Invogue Shapewear.

This isn’t just a brand film collaboration- it’s Invogue asserting its authority as the brand that knows shapewear better than anyone else. As India’s first dedicated shapewear brand and the only one offering the highest compression in the market, Invogue has consistently set the benchmark for fit, performance, and confidence-boosting silhouettes.

View this post on Instagram

A post shared by Malaika Arora (@malaikaaroraofficial)

Founded as a deeply personal solution, Invogue’s journey began not in boardrooms, but as a love letter.

Reflecting on the brand’s origins, Maadhav, Founder at Invogue says, “Invogue didn’t start as a business; it started as a love letter to confidence, written for someone I loved. What began as a personal intention soon revealed a massive gap in the Indian market: shapewear that actually works for Indian bodies. Over the years, that intent has remained unchanged: to deliver real compression, real fit, and real confidence. Seeing this journey evolve into a brand trusted by Malaika Arora is a testament to our obsession with quality and performance. This collaboration captures how far we’ve come, while staying rooted in why we started.’’

The brand’s evolution accelerated when Ragini joined as Co-Founder, bringing in a powerful women-first perspective that transformed Invogue from a solution for one woman into a brand that speaks to millions.

Speaking on Malaika’s association, Ragini, Co-Founder at Invogue says, “When I came on board, the vision expanded from a love letter to one woman into a love letter to all women. Shapewear is deeply personal - it’s about how you feel in your own skin. Collaborating with Malaika felt meaningful because she represents strength, consistency, and confidence on her own terms. Her association amplifies our mission to make every woman feel invincible. It reflects what Invogue stands for today - deeply understanding women and designing shapewear that truly supports them.’’

The collaboration marks a significant cultural moment for Invogue - not as a celebrity endorsement, but as a creative partnership with a woman who embodies confidence, discipline, and self-assurance.

Sharing her thoughts on this collaboration with Invogue Malaika Arora says, ‘’People have an opinion on everything I do, where I go, and what I wear. So, we decided to have a little fun with that. I’ve always believed that confidence is the most powerful thing a woman can wear. And what I loved about this campaign is that it doesn’t take itself too seriously, yet it says something very real. Invogue understands the importance of fit, support, and how clothes should make you feel - strong, comfortable, and unapologetically yourself. This collaboration felt natural because it celebrates confidence without trying to define it for women. I am 'guilty' of loving how it makes me feel, and I’m glad the secret is finally out’’.

With a growing consumer base across body types and age groups, the brand continues to lead the category it helped create.