Softline, from the house of Rupa & Company Limited, introduces a refreshed brand identity that marks the beginning of an exciting new chapter for one of India’s most trusted women’s apparel brandsThe transformation is led by refreshed collections across Lingerie, Athleisure and OuterwearDesigned with a contemporary visual language, the new identity reflects Softline’s ambition to become more relevant to a new generation of consumers while strengthening the trust it has earned over the years.
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Softline from the house of Rupa & Company Limited Unveils Its Freshest Chapter Yet with a Contemporary Brand Refresh Across Lingerie, Athleisure and Outerwear
Inspired by freshness, femininity and effortless everyday style, the refreshed identity brings together delicate floral motifs, vibrant colours and clean, contemporary lines that carry across the collections and create an immediate visual impact at retail.
The latest collections include Bras, Camisoles, Panties, Leggings and Pants, thoughtfully designed for women whose wardrobes move seamlessly between work, leisure, travel, fitness and everyday lifeEach piece balances functionality with contemporary styling, allowing consumers to express their personal style without compromising on comfort.
Leading Softline into this exciting new chapter is Wamiqa Gabbi – an actor celebrated not only for her work on screen, but also for her distinctive personality, infectious energy and unmistakable sense of styleShe brings a certain lightness to everything she does – expressive, spirited and full of life, while remaining grounded in her own sense of individualityHer style reflects the same attitude: playful when she wants it to be, understated when the moment calls for it, and always unmistakably her ownIt is this confidence without effort and exuberance without excess that makes Wamiqa such a natural fit for Softline.
Softline’s new identity embraces a similar spiritIt is fresh, feminine, colourful and contemporary, but never disconnected from comfort and everyday lifeThe brand believes that feeling good is an essential part of looking good, and that fashion becomes truly personal when women have the freedom to wear it their way.
From relaxed everyday dressing to statement looks, she brings an effortless versatility to her styleShe chooses pieces that allow her to move, express herself and feel comfortable in her own skinHer appreciation for quality, considered fits and clothing that works with real life mirrors Softline’s own approach to design.
For Softline, Wamiqa represents more than a face for the brandShe represents its new spirit.
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A spirit that is young yet assured, feminine yet free-spirited, expressive yet effortless.
As Softline evolves, Wamiqa brings that evolution to life connecting the brand’s trusted heritage with the energy, optimism and individuality of the woman of today.
Vikash Agarwal, Director, Rupa & Company Limited, said, “Softline has always stood for quality, comfort and trustAs fashion preferences continue to evolve, we believe the brands consumers choose should evolve with themThis refresh is our way of bringing new energy to Softline while staying true to everything people have always loved about the brandEvery detail reflects our vision of creating a more contemporary and engaging experience for today’s consumerThis is not just a new look for SoftlineIt is the beginning of a new journey for the brand.”
This launch reflects Softline’s long-term vision of building a stronger presence across Lingerie, Athleisure and Outerwear by introducing products that align with changing lifestyles, evolving fashion preferences and everyday versatilityIt reinforces the brand’s commitment to continuous innovation while creating a more contemporary retail experience across every consumer touchpoint.
The refreshed Softline collections are now available across leading retail outlets and major e-commerce platforms across India.
About Rupa & Company Limited
Rupa & Company Limited is one of India’s leading knitwear and lifestyle apparel companies, with a legacy of delivering quality, innovation and value since 1968Its portfolio spans Innerwear, Casualwear, Athleisure and Lifestyle apparel for Men, Women and KidsWith a strong nationwide presence and a continued focus on innovation, the company remains committed to creating products that evolve with the changing needs of Indian consumers.
