Softline, the women’s apparel brand from Rupa, has unveiled a refreshed brand identity as it looks to make its collections more contemporary and relevant to changing consumer lifestyles.
The refresh spans its Lingerie, Athleisure and Outerwear categories, with a new visual direction built around brighter colours, floral elements and cleaner design. The idea is to give the brand a more current look without moving too far away from the comfort and familiarity it has built over the years.
The updated collections include bras, camisoles, panties, leggings and pants, designed for everyday use across work, travel, fitness and leisure. The focus is on combining comfortable fits with styling that can work across different parts of a woman’s day.
As part of the brand refresh, Softline has also brought actor Wamiqa Gabbi on board. Known for her distinctive style and energetic personality, Gabbi will represent the brand as it moves into this next phase.
The association fits with the direction Softline is taking with its identity younger, more expressive and contemporary, while still centred on everyday comfort
For Softline, the refresh is also about expanding its presence beyond traditional innerwear. The brand is looking to build a stronger portfolio across lingerie, athleisure and outerwear as consumers increasingly look for clothing that can move between different occasions and routines.
The refreshed Softline collections are now available across retail outlets and major e-commerce platforms in India.
Vikash Agarwal, Director, Rupa, said: “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.”
He further added, “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.”
