ELVN Launches ‘Love All’ Featuring Sakshi Malik, Reframing Activewear Beyond Workout Culture
Mumbai, June 3: Two months in, ELVN has done something Indian activewear brands almost never do. They’ve shot a campaign with no workout in it.
Love All, the brand’s new social media campaign with actress and influencer Sakshi Malik, was shot on a tennis court in Bali. The set-up: a long white table laid out for breakfast – sparkling water, croissants, orange juice. A few tennis balls on the ground. Sakshi and her friends, in ELVN, between matches. Nobody’s running, nobody’s sweating. The campaign is about the morning around the match, not the match itself.
The name comes from tennis. Love all is the score at the start of any match – zero-zero, before anything has happened, when the whole thing is still ahead of you.
“Indian activewear has been sold the same way for years now – squat-proof, sweat-proof, gym-ready. All function. We wanted to do the opposite,” says Santul Katahra, Founder of ELVN. “Activewear, for most women I know, isn’t just gym clothes anymore. It’s what they wear to brunch, to drop their kid off, to travel. Love All is about that life – the world around the workout, not the workout.”
It’s also a clear statement of where ELVN sits in the market. Tenniscore and quiet luxury have taken over global fashion – the look has shown up in everything from Wimbledon-week street style to Loewe and The Row. Love All brings that aesthetic to Indian activewear with a point of view: sport can be glamorous, discipline can be beautiful, and the thing worth selling isn’t the leggings – it’s the life they live in.
For a two-month-old brand, it’s an unusual play. Most homegrown labels in this category come in on price, performance, or both. ELVN is choosing neither.
“What I loved about this shoot was that it didn’t feel like work,” says Sakshi Malik. “We weren’t doing a fitness shoot. We were having breakfast. The clothes were comfortable enough that I forgot I was wearing them – which honestly is what I want from activewear anyway. And shooting in Bali didn’t hurt.”