making
3 concepts
We chose scenario building as a method for this project. We came up multiple what if scenarios. Going through these coming up with 3 concepts for the same, out of this we finalised our concept and set out to research the same. Checking feasibility and backing our concept based on current trends. The research included interviews and a survey to gauge consumer acceptance of concepts.
An idea inspired by humans of bombay where we dive into the stories of the brands consumers, getting to know rōm rōm on a deeper level
Humans of Rōm Rōm
Reimagine Miniature Paintings
Gender Neutral Underwear
The campaign is inspired by Indian Miniature paintings, since they are major inspiration in the building of rōm rōm. It aims to bring the story for everyone to witness
As our society becomes more progressive, rōm rōm wants to introduce a new gender non conforming silhouette
Different Types of Miniature Paintings
#1
#2
#3
#4
#5
#1 kangra miniature painting
#2 kishangarh minature painting
#3 padshahnama painting
#4 kalpasutra miniature painting
#5 rajput minature painting
Acceptance in Indian Society Historically
Normal human beings also go through sex changes as a result of the gods’ deeds, as a result of curses or blessings, or as a natural by-product of reincarnation in many mythological stories.
In Indian history and mythology, there are a lot of depictions of trans people and evident absence of the gender binary. The portrayal of Ardhanarishvara is an example of transgender representation in Indian art. This androgynous figure represents the perfect balance of male and female qualities that emerge when the characteristics of Shiva and Parvati are combined.
Mythological References
Aravan : Lord of Transgenders
Arjuna as Brihannala
Mohini : The Female Avatar of Vishnu
Shikhandi : Transformed from Princess Amba
Chitrangada : Transformed her Gender to marry Arjuna
Ila : Story of a Bigender
Ayyappa : Who was born out of the union of Shiva and Vishnu
The only thing that was frowned upon by society at large was people engaging in rituals that didn’t align with their sexual orientation.
Relevant Findings
Gender Neutral Underwear
Gen Z consumers prioritize inclusivity and diversity more than previous generations. They seek products that cater to a wide range of body types, skin tones, and gender identities. Shapewear brands that embrace inclusivity by offering a broader size range and diverse models are more likely to resonate with this audience.
As younger generations were increasingly expressing their nonbinary or gender nonconforming identity, the lingerie industry lagged in meeting their needs.
There is a lot of interplay between misogyny and unrealistic standards, sexism and binary gender representations. All of that overlapped to create a very toxic space in terms of what underwear was being showcased.
Globally
1 in 4
of Gen Z individuals expect to change their gender identity at least once during their lifetime.
The project brief was to create a speculative campaign for a brand in 2030. Our team picked a homegrown lingerie and loungewear brand called rōm rōm. In this project we delve into the future projections of the market and the prospects and application of the same to rōm rōm.
Trend Forecasting
Photography | Styling
While clothes are considered the ultimate medium of expression, underwear is the most intimate garment we all share in common. We have chosen to depict this concept through a shoot, the art direction for which joins inspiration from traditional Kanga paintings. This ties in with the visuals and inspiration used by rom rom in the past.
Our concept aims to blur the lines of the existing gender binary in a way that is natural and gender neutral underwear suggests a silhouette that is not targeted towards or define one’s gender. It highlights the fluidity of underwear as a garment that can be shared among people, each wearing it to expressing their own identity.
Pehchan
Why Kangra paintings?
Our concept aims to blur the lines of the existing gender binary in a way that is natural and gender neutral underwear suggests a silhouette that is not targeted towards and does not define one’s gender. It highlights the fluidity of underwear as a garment that can be shared among people, each wearing it to express their own identity. While clothes are considered the ultimate medium of expression, underwear is the most intimate garment we all share in common. We have chosen to depict this concept through a shoot, the art direction for which joins inspiration from traditional Kanga paintings. This ties in with the visuals and inspiration used by rom rom in the past.
The propensity to buy socially responsible brands is strongest in Asia- pacific according to Nielson’s Global Survey on CSR. (64%)
Market Trends and Consumer Preferences
India has seen gender neutral silhouettes for years, in terms of kurtas, dhotis etc. Newer brands like JAYWALKING, Bloni and others are redefining the gender neutral space, creating clothes that are less about cultural identity and more gender fluid, allowing self expression.
While lingerie is a largely untapped market in terms of gender neutral silhouettes, there is potential for the same.
“Be daring, not offensive”
Consumer preferences are continuously changing and advertising has to change according to these shifts. That is why in terms of inclusivity, it is important to stand out and do something radical. However brands must be careful about the message they are putting out, making sure there is no room for misinterpretation.
According to Nielson, 2.5 billion “aspirational” consumers are becoming interested and making decisions based on the environmental and social impact of their purchases. It isnt about the altruism its about choices that represent who they are and what they believe.
The propensity to buy socially responsible brands is strongest in Asia- pacific according to Nielson’s Global Survey on CSR.
A significant proportion of the new Asian middle class are expected to be at the upper end of the income bracket, with high spending power.
Large population and rapid economic growth mean that China and India will become the powerhouses of middle class consumerism over the next 2 decades.
Stitching Pehchan
Photography Style
Art Direction
Styling
Rōm rōm is known for its use of neutral tones, fluid silhouettes, and breathable handwoven cotton in its garments. The are paired beautifully with traditional Indian jewellery, like the royals in Kangra paintings. This positions Rōm rōm’s garments as more than just lingerie —it’s a statement of individuality and self expression.
The earthy olive backdrop, paired with traditional elements like brass vessels and soft silk fabrics, creates a connection to Indian cultural roots, while the minimal setting and soft lighting amplify the unfiltered rawness of the narrative, and the feel of a painting.
The art direction and styling of Pehchān perfectly reflect its essence of embracing identity, inclusivity, and the harmony between heritage and progress.
Team - Lara Coelho, Poorvi Kedilaya, Janhvi Gupta, Nitika Choudhry, Vidhi Kacha, Vaidehee Pathak
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