Carol Gracias, Indian supermodel, walks at Lakme Fashion Week while heavily pregnant

During pregnancy, most women live in stretchy leggings, oversized jumpers and comfortable shoes. Not Carol Gracias.

The Indian model, and former winner of the must coveted India’s L’Oreal/Elite look of the Year title, yesterday walked in Hyderabad-based designer Gaurang Shah’s show at Lakme Fashion Week in Mumbai, while heavily pregnant.

‘I have been doing his shows for many years now, so this time as usual he called and asked if he could book me. I told him I was pregnant and he still asked if I would walk for the show’ Gracias told the Hindustan Times.  ‘So, I gave it a thought, and realised that the clothes to be showcased are meant for all kinds of women…I thought if the designer would like me in his show, then why not? I really enjoyed the experience.’

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Women’s lingerie shopping woes captured in new ad

A new TV commercial by online lingerie store Zivame, focuses on the solutions for the lingerie shopping woes that women face across the country.

The campaign, comprising two television commercials, builds a compelling case for offering women a much more intimate and pleasant shopping experience than what they currently get.

“Lingerie shopping should be an intimate experience which deserves a far more personal and comfortable environment. Every woman should feel good about purchasing lingerie and should not be settling for suboptimal sizes or styles due to lack of choices,” Sirisha Tadepalli, brand and marketing director, Zivame said in a statement.

The films are based on key insights resulting from the research conducted by Zivame with 400 Indian women.

The findings revealed that the two biggest problems faced by women while shopping for lingerie offline are; compromising on style or size because offline stores have limitations in stock and lack of knowledge on the part of sales assistants, and the feeling of discomfort in not being able to freely express themselves in the presence of salesmen.

These insights have culminated into the two films. Both the films are meant to be a slice-of-life narrating everyday experiences women have with offline lingerie buying.

“Online lingerie shopping is a category that has tremendous potential in India, given the freedom of choice and intimate shopping experience it provides. With its wide range and expertise in lingerie, Zivame is perfectly poised to address the hurdles of the category,” Shahnawaz Qadeer, creative director, Famous Innovations said.

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