New Delhi, Oct 2: Softline, the women’s apparel brand from Rupa & Company Limited, has unveiled a refreshed brand identity and new collections across lingerie, athleisure and outerwear as it seeks to strengthen its appeal among younger consumers.
The refreshed identity features floral motifs, vibrant colours and contemporary design elements across its collections and retail presence. The latest range includes bras, camisoles, panties, leggings and pants, designed to combine comfort, functionality and contemporary styling.
The company said the collections are aimed at women seeking versatile clothing for work, leisure, travel, fitness and everyday wear.
Actor Wamiqa Gabbi has been named the face of the refreshed brand. The company said her individual style and versatility reflect Softline’s new positioning, which seeks to combine femininity and contemporary fashion with comfort and everyday functionality.
“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,” said Vikash Agarwal, Director, Rupa & Company Limited.
“This refresh is our way of bringing a new energy to Softline while staying true to everything people have always loved about the brand,” he said.
The company said the refresh is part of its long-term strategy to expand Softline across lingerie, athleisure and outerwear while responding to changing lifestyles and fashion preferences.
The refreshed collections are available across leading retail outlets and major e-commerce platforms in India.
