ELVN has introduced its latest campaign, “Love All”, featuring actress and influencer Sakshi Malik, marking a distinctive shift in how Indian activewear is being positioned in the market. Shot on a tennis court in Bali, the campaign deliberately moves away from traditional fitness-centric imagery to focus instead on lifestyle, leisure, and aesthetic storytelling.
The concept revolves around a tennis-inspired setting where sport becomes a backdrop rather than the central action. With a breakfast setup on the court, featuring croissants, orange juice, sparkling water, and tennis balls scattered around, the campaign captures the quiet moments between activity rather than the workout itself.
The name “Love All” draws from tennis terminology, symbolising a fresh start at zero-zero before the match begins. This idea reflects the brand’s positioning of activewear as part of everyday life rather than limited to performance or gym use.
Founder Santul Katahra explains that ELVN aims to challenge the conventional activewear narrative in India, which has long focused on performance metrics such as “squat-proof” or “sweat-proof” functionality. Instead, the brand highlights how modern consumers wear activewear across multiple contexts, from travel and brunch to daily routines.
The campaign aligns with global fashion movements such as tenniscore and quiet luxury, where sport-inspired aesthetics intersect with refined minimalism. ELVN’s approach integrates this visual language into Indian activewear with a focus on comfort, versatility, and lifestyle identity.
Sakshi Malik, who features in the campaign, describes the shoot as a relaxed, natural experience where comfort was central to the clothing’s appeal. The campaign reinforces the idea that activewear today is not just about performance, but about how seamlessly it fits into lived experiences.
With Love All, ELVN positions itself as a new-age Indian activewear label that prioritises lifestyle storytelling over conventional fitness marketing, signalling a broader shift in how the category is evolving.
The campaign is now live across ELVN’s digital platforms.
