Softline, the women’s apparel brand from the house of Rupa & Company Limited, has unveiled a refreshed brand identity as part of its strategy to strengthen its appeal among a new generation of consumers. The refresh covers its Lingerie, Athleisure and Outerwear segments and introduces a contemporary visual identity featuring floral motifs, vibrant colours and clean lines.
The latest collections comprise Bras, Camisoles, Panties, Leggings and Pants, designed to cater to women’s evolving lifestyles across work, leisure, travel, fitness and everyday activities. The products combine functionality, comfort and contemporary styling, the company said.
Actor Wamiqa Gabbi has been named the face of the refreshed Softline brand. The company said her individual style, versatility and emphasis on comfort and quality align with the brand’s new positioning.
“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.
The company said the refresh is aimed at building a stronger presence across Lingerie, Athleisure and Outerwear while responding to changing consumer preferences and lifestyles. The refreshed Softline collections are available through leading retail outlets and major e-commerce platforms across India.
Rupa & Company, established in 1968, has a portfolio spanning Innerwear, Casualwear, Athleisure and Lifestyle apparel for men, women and children.