Even now women’s decision to wear bras is mediated by the ‘male gaze’. Schools ban ‘colourful bras’ because they might distract male students. In the workplace, there are different grooming laws based on gender.

The lingerie company, Zivame, has rolled out an advertisement on social media, for one of its latest lingerie collections. The tagline of this advertisement is “Approved by the boss”. Coming from a company that liberated Indian women from their inhibition of going into brick and mortar shops to buy innerwear, this came as quite a […]