Softline, the women’s apparel brand from Rupa & Company, has refreshed its brand identity as it expands its collections across lingerie, athleisure and outerwear.
The company said the changes are aimed at making Softline more relevant to a younger consumer base while retaining its existing positioning around comfort and everyday wear.
Actor Wamiqa Gabbi has been named the face of the refreshed brand. The association will feature across Softline’s communication as the company positions the new identity around contemporary styling and everyday apparel.
“Softline has always stood for quality, comfort and trust. As fashion preferences continue to evolve, we believe the brands consumers choose should evolve with them. This refresh is our way of bringing a new energy to Softline while staying true to everything people have always loved about the brand. Every detail reflects our vision of creating a more contemporary and engaging experience for today’s consumer. This is not just a new look for Softline. It is the beginning of a new journey for the brand,” said Vikash Agarwal, Director, Rupa & Company Limited.
The company said the refreshed collections are available through retail outlets and major e-commerce platforms across India. The launch is part of Softline’s broader plan to expand its presence across lingerie, athleisure and outerwear.