Softline, from the house of Rupa & Company Limited, has unveiled a refreshed brand identity as it enters a new phase of growth. The update introduces refreshed collections across Lingerie, Athleisure and Outerwear, combining contemporary design with the brand’s established focus on comfort and trust.
The new visual identity responds to changing consumer preferences and aims to make Softline more relevant to a new generation of women. At the same time, the brand continues to build on the trust it has developed over the years.
Inspired by freshness, femininity and effortless everyday style, the refreshed identity combines delicate floral motifs, vibrant colours and clean contemporary lines. These elements extend across the collections and create a distinct visual presence at retail.
New Collections Focus on Everyday Versatility
The latest Softline collections include Bras, Camisoles, Panties, Leggings and Pants. The products target women whose wardrobes move between work, leisure, travel, fitness and everyday activities.
Each piece combines functionality with contemporary styling. As a result, the collections allow women to express their personal style while maintaining everyday comfort.
The new direction also reflects Softline’s broader focus on versatile clothing. From relaxed everyday outfits to more expressive looks, the collections aim to fit naturally into different aspects of modern lifestyles.
Wamiqa Gabbi Leads Softline’s New Chapter
Actor Wamiqa Gabbi leads Softline’s refreshed brand direction. Known for her work on screen, distinctive personality and individual style, she brings an energetic and contemporary character to the brand.
Her approach to fashion also reflects versatility. She combines playful and understated elements while maintaining a strong sense of individuality.
For Softline, this makes Wamiqa more than a campaign face. She represents the spirit of the brand’s new chapter.
The refreshed identity reflects a similar balance. It is fresh, feminine, colourful and contemporary while remaining closely connected to comfort and everyday life.
Softline’s latest campaign also highlights the idea that feeling good forms an important part of personal style. The brand aims to give women the freedom to choose clothing that supports movement, expression and confidence.
Connecting Heritage with a New Consumer
Wamiqa’s style also aligns with Softline’s focus on quality, considered fits and clothing designed for real life. Her versatility across relaxed and statement looks supports the brand’s direction across lingerie, athleisure and outerwear.
As Softline evolves, Wamiqa helps communicate this shift while connecting the brand’s established heritage with the energy and individuality of today’s consumer.
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.”
Softline Expands Across Key Apparel Categories
The refreshed identity supports Softline’s long-term plans to strengthen its presence across Lingerie, Athleisure and Outerwear.
The brand aims to develop products that respond to changing lifestyles, evolving fashion preferences and the growing demand for everyday versatility. Furthermore, the refresh reinforces its focus on continuous innovation and a more contemporary retail experience.
The refreshed Softline collections are now available across leading retail outlets and major e-commerce platforms across India.
