ARROW, from the house of Arvind Fashions, has launched an online-exclusive limited edition womenswear capsule, marking its entry into the category. Actor Khushi Kapoor has been announced as the face of the campaign.
The online-first campaign signals ARROW’s expansion into womenswear, with a focus on work-to-weekend dressing. The collection features structured garments intended for professional settings alongside more relaxed styles for non-work occasions.
The capsule has been introduced as a digital-only offering, reflecting the brand’s emphasis on e-commerce channels. In the campaign, Khushi Kapoor appears wearing pieces from the collection, styled to demonstrate their transition across different settings. She is also featured with her pet, a visual element used to underline the everyday wearability of the collection.
Commenting on the launch, Swapnita Singh, Business Head - Womenswear Vertical, ARROW said, “Expanding our womenswear footprint with this online-only limited collection is a strategic move to serve the evolving needs of the modern Indian woman. We’ve focused on creating a versatile 'work-to-weekend' wardrobe that prioritizes both precision and comfort. Khushi Kapoor is the quintessential face for this collection; she effortlessly bridges the gap between structured elegance and a relaxed, contemporary vibe, making the brand incredibly relatable for a younger demographic. By pivoting to a digital-first launch, we are ensuring that Arrow’s sophisticated aesthetic is just a click away for our style-conscious consumers nationwide.”
The ARROW womenswear collection is available on e-commerce platforms including Nykaa Fashion and Ajio.
