Clovia

Gone are the days when lingerie was hidden, hushed, and treated as little more than a functional necessity. Today’s woman wants comfort, confidence, versatility… and yes, a little bit of fashion magic too. Leading this intimate revolution is Clovia, a brand that has consistently challenged outdated notions of lingerie by putting women, their lifestyles, and their evolving needs at the centre of the conversation.

At the forefront of this shift is Rachika Singh, Senior Brand Manager at Clovia, who believes that lingerie is no longer just about what you wear underneath… it is about how you feel within. From decoding the mystery of the perfect bra fit to explaining why every woman needs more than one bra style in her wardrobe, Rachika is helping women move beyond the “one-bra-fits-all” mindset and embrace lingerie that celebrates individuality, body confidence, and personal style.

In this candid conversation with Sumita Chakraborty, Founder & Editor-in-chief, TheGlitz, Rachika Singh, Brand Manager, Clovia, talks about the rise of lingerie as a fashion statement, the mistakes women still make while bra shopping, the must-have bra wardrobe every modern woman should own, and why comfort and confidence will always be the sexiest trends of all.

Over To Rachika Singh, Senior Brand Manager, Clovia

Lingerie is no longer viewed as just a functional necessity. How have Indian women’s preferences evolved over the years when it comes to choosing the right bra style?

Rachika Singh, Senior Brand Manager, Clovia – Women today are more mindful about what they wear and how it impacts their overall comfort and confidence. The conversation around lingerie has evolved significantly, with women moving beyond purely functional choices to seeking styles that align with their lifestyle, wardrobe needs, and personal preferences.`

There is a growing appreciation for fit, comfort, and versatility, with women increasingly understanding that different outfits and occasions call for different bra styles. Whether it is a seamless T-shirt bra for everyday wear, a sports bra for active days, a strapless or a backless bra for occasion dressing, or a bralette for vacations, women are curating lingerie wardrobes that work for their individual needs.

At the same time, increased awareness around body positivity and self-expression has encouraged women to make more informed choices and prioritize what makes them feel comfortable and confident. Lingerie is no longer viewed as something purely functional; it has become an important part of how women experience comfort, confidence, and personal style every day.

With so many options available… from T-shirt bras and push-up bras to bralettes and balconette bras… what are the most common mistakes women still make while selecting a bra?

Rachika Singh, Senior Brand Manager, Clovia – For the longest time, finding the right bra fit has been a challenge for many women, largely because conversations around bra sizing and fit were limited. Awareness around how to measure yourself correctly, understand different bra styles, or identify what works best for your body type simply wasn’t as widespread as it is today.

One of the most common mistakes women still make is choosing a bra based solely on size. The right fit goes beyond the number and cup size; it also depends on factors such as bust shape, outfit requirements, lifestyle, and the level of support needed. Many women also tend to rely on one bra style for every occasion, even though different styles are designed to serve different functions.

Another important aspect is reassessing your size periodically. Our bodies naturally change over time, and wearing an outdated size can impact both comfort and fit. As awareness grows, more women are beginning to view bra shopping as a personalised experience rather than a functional purchase. Understanding your body and choosing styles that complement your needs can make a significant difference to everyday comfort, confidence, and overall well-being.

A T-shirt bra is often considered a wardrobe essential. What makes it different from other bra styles, and why should every woman have one in her lingerie collection?

Rachika Singh, Senior Brand Manager, Clovia – A T-shirt bra is one of the most versatile pieces in any lingerie wardrobe because it is designed to disappear under clothing. The smooth moulded cups create a seamless finish, making it ideal for fitted tops, dresses, and everyday outfits. It offers a natural shape, dependable support, and all-day comfort without drawing attention under garments. If there is one bra that effortlessly works across multiple occasions and outfit choices, it is undoubtedly the T-shirt bra.

Bralettes have become increasingly popular for their comfort and versatility. How can women style bralettes confidently for both casual and fashion-forward looks?

Rachika Singh, Senior Brand Manager, Clovia – What makes bralettes so appealing is that they effortlessly combine comfort with style. For everyday dressing, they pair beautifully with oversized shirts, relaxed co-ords, and lightweight layers. For more fashion-forward looks, lace or statement bralettes can be styled under blazers, sheer shirts, or deep necklines, allowing them to become part of the overall outfit. The idea is not to hide them but to style them intentionally. When chosen thoughtfully, a bralette can be just as much a fashion piece as it is a lingerie essential.

Many women struggle with finding the perfect strapless bra. What should they look for to ensure the right fit, support, and all-day comfort?

Rachika Singh, Senior Brand Manager, Clovia – A good strapless bra starts with a well-fitted band because the band does most of the support work when straps are removed. Women should look for styles with a secure silicone grip that helps prevent the bra from slipping down, so they can move comfortably and even dance the night away without constantly adjusting it. The bra should feel snug enough to offer support without feeling restrictive. It’s also important to remember that your bra size should ideally remain the same irrespective of the bra style you choose, ensuring a consistent and comfortable fit across your lingerie wardrobe.

Sports bras are designed for different levels of activity. How important is it to choose the right sports bra for specific workouts, and what impact can the wrong choice have on comfort and performance?

Rachika Singh, Senior Brand Manager, Clovia – Choosing the right sports bra is essential because different workouts place different demands on the body. A low-impact activity, such as yoga or stretching, requires a different level of support than running, HIIT, or strength training. Wearing a sports bra that is suited to the intensity of the activity can make a noticeable difference to overall comfort and ease of movement.

When the level of support is not aligned with the workout, it can lead to discomfort, distractions, and a less enjoyable exercise experience. The right sports bra helps provide the necessary support, minimizes excessive movement, and allows women to move freely and confidently. As more women embrace active lifestyles, investing in the right sports bra has become an important part of ensuring both comfort and performance, regardless of the activity.

If you were to create a ‘must-have bra wardrobe’ for the modern woman, which styles would make the list and why?

Rachika Singh, Senior Brand Manager, Clovia – Every woman today needs a lingerie wardrobe that moves with her life, not the other way around. It is no longer about having just one go-to bra, but about having the right styles that work across outfits, moods, and moments.

A T-shirt bra in basic shades like black and nude (ideally the closest match to your skin tone) is the true everyday hero. It is that one style you can rely on without thinking twice because it stays invisible under clothing and delivers all-day comfort and support. A well-fitted sports bra is just as important, especially as more women are embracing active lifestyles. Whether it is a workout session, a walk, or a busy day on the move, the right support makes all the difference.

A multiway bra that can be converted into a strapless bra is what I like to call the quiet problem solver in your wardrobe. It gives you the freedom to experiment with off-shoulder and occasion wear without constantly adjusting or worrying about support. A slip-on, on the other hand, has really become a style statement in itself. It is easy, comfortable, and effortlessly transitions from lounging at home to being styled under layers or worn as part of a fashion-forward look.

And then there is the plunge or balconette bra, which is perfect when outfits call for a specific neckline or a more defined silhouette. These styles are less about everyday basics and more about helping you wear those special pieces with confidence and ease.

Together, these are not just individual bra styles, but a complete wardrobe that ensures you always have the right option for the right moment. When comfort, fit, and style come together like this, getting dressed feels far more effortless and a lot more confident.