Styling the Nykd by Nykaa Comfort Campaign
Creating a look that feels like a second skin is often harder than it looks. For this campaign with Bhumi Pednekar, I focused on making lingerie and loungewear feel approachable, effortless, and entirely real.
In this shot for Nykd by Nykaa, I styled Bhumi in a simple, unbuttoned white shirt over a pink bra. This created a relaxed, approachable look that shows you can truly live in this lingerie, aligning with the campaign's 'crave this comfort' message.
Capturing the feeling of 'support that feels like second skin' for Nykd by Nykaa. The styling is minimal, with a neutral open shirt and matching pants, keeping the focus entirely on the product and Bhumi's relaxed expression.
This look showcases the athletic side of the Nykd by Nykaa collection. I paired a vibrant pink sports bra with a comfortable brown tracksuit to create a stylish athleisure look, perfect for demonstrating the product's function and fashion appeal.
This is the full ad film I styled for Nykd by Nykaa, where we see Bhumi complaining about uncomfortable bras. I created the wardrobe for this slumber party scene to feel authentic and relatable, highlighting the everyday problems the brand solves.
About this collection
When styling for a brand like Nykd, it is not just about picking pretty pieces. I specifically layered Bhumi in unbuttoned white shirts and relaxed loungewear to shift the focus from lingerie to the concept of 'living.' It is that balance of styling for the camera while keeping it authentic enough that the audience thinks, 'I could actually wear that to chill at home.'
The goal for this shoot was comfort, but in professional styling, comfort is often the hardest thing to sell visually. You want it to look effortless, but every fold of the fabric needs to be perfect for the monitor.
The Styling Approach
We played with textures, pairing structured white shirts over soft, pink lingerie to build a bridge between high-fashion and everyday relatability. For the athleisure shots, the challenge was keeping the color palette earthy but vibrant enough to pop on screen without losing the 'comfy' vibe.
Why It Works
Commercial styling is a constant negotiation between showing the product and selling the feeling. We were not just shooting bras; we were shooting the feeling of not having to adjust your straps every five minutes. That is why we leaned into the 'slumber party' narrative for the video content. It gave us a reason to make the styling look lived-in and natural, rather than stiff or overly posed.
My process here involved:
- Texture layering: Using breathable fabrics that look good on high-definition video.
- Athleisure cohesion: Mixing vibrant sports bras with earthy tracksuit tones to create a balanced, modern look.
- On-set continuity: Ensuring the 'casual' look stayed consistent across every angle, from the slumber party video to the isolated e-commerce shots.
Nidhi Jeswani
I’m Nidhi, and I spend most of my time behind the scenes making sure every look hits the right note. Whether it is a high-voltage ad shoot or a chilled-out loungewear campaign, I love the process of figuring out the perfect outfit that feels true to the brand and the person wearing it.
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