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Equl: work by MarketinCrew
Equl
EQUL is a clothing label that describes itself as India's first body positive, gender neutral and sustainable brand. It sells through equlstore.com. The clothes are oversized cuts in colour blocks and slogan prints, made to work on any body in the frame.
- 01How they came inA young label with a position most Indian clothing brands were not taking, and a feed that had to carry that position without lecturing anyone.
- 02What we took onThe shoot and the social. Same garment on different bodies in the same frame, shot in car parks, stairwells and plain studio grey rather than styled fashion sets.
- 03How it runsProduct drops, slogan pieces like Make Love Not Stereotypes, and the education posts the brand runs alongside them, all pulled into one grid.
- 04Where it standsTwenty two images from the shoots plus the campaign set. The casting does the messaging, so the captions can stay short.
Campaigns and posters
The brand set: logo, store and the grid seen as a customer meets it, on a phone. Black and white only, so the clothes carry all the colour.
Photography
Two people, one garment, one frame. Shot on location in stairwells and parking levels and against flat studio grey, with casting doing the work the copy would otherwise have to do.
Inside the project
MarketinCrew collaborated with Equl, an inclusive LGBTQ+lifestyle fashion brand, to revolutionize their digital presence. Through strategic social media management, compelling content creation, and high-quality product photography, we increased their online visibility and customer engagement.
Asked about this work
What did the shoot need to prove?
That the same piece works across bodies and genders. So it was shot that way, in one frame, rather than as separate model sets.
Why the plain locations?
Stairwells, car parks and flat grey keep the eye on the cut and the colour block.
What is in the campaign set?
Brand and store presentation, including the feed shown the way a customer actually sees it.
Want work like this for your brand?
One team across the brand, the feed, the ads and the shoots.
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Social media design