Softline, from the house of Rupa & Company Limited, has unveiled a refreshed brand identity as it looks to connect with a new generation of consumers while building on its established positioning around comfort and trust.
The refresh spans its lingerie, athleisure and outerwear collections, bringing a more contemporary visual language to the brand. Floral motifs, vibrant colours and clean lines feature across the collections and retail experience.
The latest range includes bras, camisoles, panties, leggings and pants, designed for women whose wardrobes move between work, leisure, travel, fitness and everyday life. The products combine functionality with contemporary styling, with an emphasis on comfort and versatility.
Actor Wamiqa Gabbi leads the refreshed brand identity, bringing her distinctive style and personality to Softline’s next phase. The brand describes her as representing a spirit that is young yet assured, feminine yet free-spirited, and expressive without being excessive.
For Softline, the association is intended to go beyond a conventional ambassador role, with Gabbi representing the new direction of the brand while connecting its heritage with the changing preferences of today’s consumers.
“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 refresh is part of Softline’s wider plans to strengthen its presence across lingerie, athleisure and outerwear, with products designed around changing lifestyles and evolving fashion preferences.
The refreshed Softline collections are available across leading retail outlets and major e-commerce platforms in India.
