Invogue

Invogue Shop is an Indian brand on a mission to empower women to feel confident, comfortable, and celebrated in their own skin. With a vision to normalize shapewear as an everyday essential—not a secret or a shame—Invogue champions body positivity, inclusivity, and style without compromise. 

Every product is thoughtfully designed to sculpt and support, using breathable, high-performance fabrics that move with you. The brand values self-expression, comfort, and quality, aiming to make shapewear that enhances—not hides—the natural shape. From daily essentials to statement bodysuits, Invogue helps women show up for themselves, beautifully and boldly.

Born in New Delhi, Invogue began as a passion project to bring high-quality, fashion-forward shapewear to Indian women. As one of the first brands to introduce thoughtfully designed shapewear in India, Invogue quickly gained recognition and built a strong presence in the market. With a loyal customer base and proven demand, the brand had already established itself as a pioneer in the category before partnering with SimplePlan.

When Invogue first approached SimplePlan, they had a bold ambition and a strong product vision, but needed a partner to bring their brand to life with clarity, confidence, and impact. The client, passionate about empowering Indian women through modern shapewear—had identified a glaring gap in the market: a lack of stylish, high-quality, body-positive shapewear designed specifically for Indian bodies and sensibilities. While they had a clear sense of what they wanted to offer, they needed a cohesive brand strategy, identity, and narrative to truly stand out and connect with their audience.

The challenge wasn’t just to build a brand—it was to reframe how shapewear is perceived altogether. We had to walk a fine line between sensuality and empowerment, ensuring the brand felt aspirational yet relatable, bold but never alienating. The goal was to create a brand that women could feel proud to wear and share—one that normalized shapewear as an everyday luxury and a tool for confidence, not concealment. From strategic brand positioning to naming, visual storytelling, and packaging, every element had to resonate with a new generation of body-conscious yet body-celebrating consumers.
Another key challenge was repositioning an already well-loved brand. With Invogue’s strong customer base and early-mover advantage, evolving its identity without alienating loyal users required a careful balance of freshness and familiarity.

SimplePlan helped Invogue craft a bold, body-positive brand from the ground up—developing its strategy, name, identity, messaging, and visuals to confidently redefine shapewear for modern Indian women.

SimplePlan helped Invogue transform their vision into a confident, fashion-forward brand through strategic thinking, bold storytelling, and cohesive design—building a shapewear label that feels empowering at every touchpoint.

Our journey with Invogue began with deep strategic groundwork. We worked closely with the founders to decode not just the market landscape, but the emotional realities surrounding shapewear in India—where bodywear is often viewed through a lens of shame or secrecy. Our aim was to flip that narrative. Through workshops, audience mapping, and competitor analysis, we established a clear brand positioning: Invogue would empower women to feel confident, in control, and unapologetically stylish.

We articulated the brand’s mission to normalize shapewear as everyday wear, not a hidden fix. Its vision? To lead the movement toward body-positive, fashion-first shapewear in India. We defined its values—self-expression, comfort, empowerment, and inclusivity—and translated those into a cohesive brand narrative. This strategic foundation anchored every creative and business decision, ensuring Invogue could show up consistently and compellingly across product, communication, and culture

A strong brand needs a name that carries meaning—and momentum. We explored several naming options across two rounds of strategic exercises, examining directions that ranged from soft and elegant to edgy and empowering. “Invogue” had a strong recall value and stood out as the perfect fit. Hence, it was later decided to stick to the original name. The name itself embodied the brand’s promise—to help women feel ‘in vogue’ in their own skin.

But the voice had to do more than sound good. We crafted a complete verbal identity system that included tone-of-voice guidelines, tagline options, and messaging pillars. It was bold yet approachable, celebratory yet grounded. The messaging steered clear of euphemisms, instead opting for clarity, boldness and confidence. Whether it was website copy, social captions, packaging copy, or campaign headlines, every word was designed to empower women and normalize shapewear as an act of self-expression—not secrecy.

With strategy and voice in place, we turned our attention to design—creating a visual identity  that could express sensuality without cliché, and boldness without brashness. Our chosen art direction, “Sensually Bold,” informed everything from the logo design to photography style. We designed a flowing yet structured logomark that captured femininity and strength in equal measure.

The color palette leaned into maroon, beige, burgundy and black with modern accents—deliberately moving away from the sterile look of traditional shapewear brands. Typography was clean, contemporary, and fashion-led, offering balance and versatility. This identity was built to work as beautifully on a care label as on an Instagram grid.

From moodboards to master files, the system was crafted for consistency, allowing the brand to speak visually with clarity and character. Every choice was intentional, reinforcing Invogue’s positioning as not just a shapewear label—but a movement for modern, body-positive self-styling

Creating a powerful identity is one thing—ensuring it lives and breathes across touchpoints is another. We helped Invogue extend its brand consistently across packaging, digital content, and marketing collateral. The print-on packaging was designed to reflect the product’s comfort and style—clean layouts, soft-touch materials, and a sense of understated luxury.

We developed social media templates that gave the brand a dynamic presence while maintaining visual consistency—perfect for telling real stories in real time. From reels to carousels, we ensured every asset reinforced Invogue’s tone and aesthetic. To make this system scalable, we documented all visual, verbal, and strategic guidelines in a comprehensive brand guide.

This living document empowered the Invogue team and partners to uphold brand integrity in every rollout. Whether a customer encountered Invogue on Instagram, at a pop-up, or through delivery packaging, they’d experience the same message: shapewear, redefined—with confidence, comfort, and contemporary style.

Invogue’s transformation is a testament to what intentional brand building can unlock. From strategy to execution, every element was crafted to challenge norms and celebrate confidence. With a bold identity, empowering messaging, and a clear vision, Invogue now stands poised to redefine the shapewear category—stylishly, unapologetically, and on its own terms.