Brand in action: How Tailor and Circus makes underwear inclusive

Tailor and Circus is a young Indian underwear brand that makes undergarments for every body type and the brand’s communication conveys the message with regular people modelling their products and not creating false portrayals of the perfect body. 

Abishek Elango, co-founder of Tailor and Circus, speaks to WARC about the idea of not just inclusive advertising but being an inclusive brand.

Key insights

• It is not easy to love your body because of the years of conditioning, stereotyping, self-loathing, unhealthy eating habits and disorders.
• In India, the sari is inherently an inclusive and body positive outfit but when it comes to progressive advertising, there is a gap between modern representation and fashion.
• A brand has to first take an honest and critical look at itself and know that it is inclusive as a company before it can begin advertising in an inclusive way.