Softline, the women’s apparel brand from Rupa & Company Limited, has introduced a refreshed brand identity. The new direction covers its Lingerie, Athleisure and Outerwear collections.
The refresh includes new products, updated visual elements and a contemporary approach to the brand.
Softline said the new identity is designed to connect with changing consumer preferences. The brand will continue to focus on comfort, style and everyday wear.
New Look for Softline
The refreshed Softline identity uses floral motifs, vibrant colours and clean lines. These elements will feature across its collections and retail presentation.
The brand has also updated its product range. The latest collections include:
- Bras
- Camisoles
- Panties
- Leggings
- Pants
The products are designed for different parts of everyday life. These include work, travel, leisure, fitness and casual dressing.
Softline’s existing product range also includes lingerie, leggings and outerwear.
Focus on Comfort and Everyday Wear
The new collections combine everyday comfort with contemporary styling.
Softline said the products are designed for women with different lifestyles. The focus is on clothing that can be used across multiple occasions.
The brand’s refreshed identity also highlights femininity, colour and individual style.
Wamiqa Gabbi Joins the Brand
Actor Wamiqa Gabbi is part of Softline’s refreshed brand direction.
Rupa & Company has previously announced Gabbi as a Softline brand ambassador. The company has also featured her in its Softline campaigns.
Her association with Softline is aimed at connecting the brand with younger consumers and current fashion preferences.
Gabbi’s style and approach to everyday fashion are being used as part of the brand’s new communication.
Softline’s New Brand Direction
The refreshed identity focuses on a combination of fashion and comfort.
Softline aims to offer products that can fit into different parts of a woman’s daily wardrobe. The collections cover innerwear, leggings, casualwear and other apparel categories.
The company said the new direction is intended to build on Softline’s existing brand identity while introducing a more contemporary look.
Rupa & Company on the Brand Refresh
Vikash Agarwal, Director, Rupa & Company Limited, 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. 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.”
Expansion Across Key Apparel Categories
The brand refresh is part of Softline’s plan to strengthen its presence across Lingerie, Athleisure and Outerwear.
The company said its latest products are designed around changing lifestyles and fashion preferences.
Softline is also focusing on creating a consistent brand experience across its retail and digital channels.
Collections Available Across India
The refreshed Softline collections are now available through leading retail outlets and major e-commerce platforms across India.
The brand will continue to develop products across its women’s apparel categories as part of its broader focus on changing consumer needs.
About Rupa & Company Limited
Rupa & Company Limited is an Indian knitwear and lifestyle apparel company established in 1968.
The company’s portfolio includes Innerwear, Casualwear, Athleisure and Lifestyle apparel for men, women and children.
Rupa operates several apparel brands, including Softline. Its Softline range includes lingerie, leggings and outerwear.