Sonam Bajwa Fronts Underneat’s CoolRest Comfortwear Campaign
Premium solution wear brand Underneat, founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, has expanded beyond shapewear with the launch of its new CoolRest Collection, featuring actor Sonam Bajwa.
The campaign positions comfort as an everyday essential rather than something reserved for the end of a long day. Designed for lounging, travelling, sleeping, recovery and relaxed everyday moments, CoolRest focuses on ease, breathability and freedom of movement.
At the heart of the collection is bamboo, which Underneat highlights for its breathable, moisture-wicking and naturally thermoregulating properties. The campaign centres on the proposition “CoolRest collection, cooler than cotton”, while the wire-free, zero-hardware construction is designed to offer a lightweight and unobtrusive feel.
The campaign film follows Sonam Bajwa through the rhythm of an ordinary day, capturing moments of stillness and effortless comfort. Her relaxed presence reinforces the collection’s focus on feeling comfortable, confident and unhurried.
“With CoolRest, we wanted to start a conversation about comfort as a state of mind, not just a product feature,” said Kusha Kapila and Vimarsh Razdan, Co-founders, Underneat. “The campaign celebrates slowing down, embracing ease and finding comfort in everyday moments. Every element of the collection was designed to support that idea, and Sonam was the perfect partner because she embodies the effortless confidence and authenticity that sit at the heart of CoolRest.”
The CoolRest Collection comprises five bamboo-led essentials: Scoop Bralette, Slip-on Bra, Briefs, Boy Shorts and Camisole. Each piece is designed around a light, barely-there feel, reflecting Underneat’s approach to comfort-led everyday wear.
Priced from INR 1,299, the collection is available through Underneat’s website, as well as marketplace partners including Nykaa, Myntra, Amazon and Blinkit.
