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Roology

A black blazer with a stitched check panel over a rust tie-dye draped skirt, on hangers on a steel rail, with orange heels hung beside them

Roology is an Indian fashion label founded three years ago by Arushi Roopchandani, known for inventive, easy-to-style pieces and drapes that work with the Indian woman’s body.

01

Beyond the Size Chart

A campaign built on questioning “fitting into a size chart” and moving the conversation from size numbers to how clothes actually fit and feel on a real woman’s body.

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  • A handwritten note: “Confident is a look” crossed out, and under it “Confidence is a feeling I stopped waiting for permission to have”
    A handwritten note: “Dress for the job you want” crossed out, and under it “Dress for who you’re becoming”
    A handwritten note: “Every woman needs the classics” crossed out, and under it “I need clothes that know who I am right now”
    A handwritten note: “Know your measurements” crossed out, and under it “My body isn’t a problem to be solved”
    A handwritten note: “I don’t want to stand out” crossed out, and under it “I was afraid of taking up space. I’m done shrinking”
    A handwritten note: “I don’t want to stand out” crossed out, and under it “I was afraid of taking up space. I’m done shrinking”
    A handwritten note: “I know what works for me” crossed out, and under it “I knew. Then I changed. Now I’m relearning.”

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02

Festive/Vacation Campaign

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  • A model in a wine strapless corset and draped skirt in a cream arch, with the words “Festive state of mind”
    Hands with red nails over the corset’s embroidered edge
    The full look, standing in a cream arch

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  • A printed top and green trousers, on hangers and worn
    A red top, red skirt and black blazer on a rail and worn, with the words “Festive, with an edge”
    Black and lilac pieces on a rail, and two ways to wear them

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  • A model in an embroidered sage top and yellow draped skirt in a cream arch, with handwritten notes: “embroidered mesh”, “draped at the waist”, “high slit”
    Close-up of the top’s sequin embroidery above the full look
    Two close-ups side by side: the top and yellow skirt with a gold ring, and the top’s sequins through a motion blur
    The embroidered top and yellow skirt against a cream arch, one hand on the chest

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03

Founder content

Roology’s strongest voice is its founder, so a lot of our content puts Arushi in front of the camera. It lets people hear the brand’s thinking directly from the person who started it.

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