Enamor, India’s leading lingerie brand, has announced Taapsee Pannu as its brand ambassador, marking a new phase in the brand’s identity with the launch of its Bamboo Cotton range and the ‘Unapologetic As I Am’ campaign.
The partnership signals a strategic repositioning for Enamor, shifting from aspirational appeal to a stronger narrative of self-acceptance, confidence, and individuality.
Introducing the Bamboo Cotton Innovation
The newly launched Bamboo Cotton range focuses on performance-led comfort and sustainability. The fabric is engineered to be:
- 3X softer than regular cotton
- 4X more absorbent
- Hypoallergenic and antimicrobial
- Designed for all-day breathability and comfort
Made from natural bamboo fibres, the collection ensures a no pinch, no dig, and no rash experience, making it ideal for everyday wear, especially in warm climates.
Campaign Narrative: ‘Unapologetic As I Am’
At the centre of the campaign is a digital brand film featuring Taapsee Pannu in moments of everyday wellness, including meditation, hydration, and balanced living. The storytelling shifts from external validation to internal confidence, positioning lingerie as the first layer of self-expression.
The campaign reinforces Enamor’s intent to align product innovation with emotional resonance, encouraging women to embrace their individuality without compromise.
Leadership Perspective
Shekhar Tewari, Chief Executive Officer and Executive Director – Modenik Lifestyle (Enamor, Dixcy Scott, Slimz and Levi’s Essentials) said,
“At Enamor, we don’t follow the category; we lead with thought leadership and disrupt with boldness. As a brand, we are enabling women to own their space, and their narratives, unapologetically. Our latest bamboo fabric is one such innovation. It is not just a fabric upgrade; it is a statement that comfort and confidence can coexist without compromise. We’re honored to have Taapsee with us as we step into this next phase of our brand journey. This is the future of fashion lingerie and we’re proud to lead this shift with an icon like her – one thoughtful design, at a time.”
Taapsee Pannu on the Collaboration
Speaking of her association, Taapsee Pannu, Actress and Brand Ambassador, Enamor highlighted,
“For years, I was told by people around me to present a version of myself that was polished, pleasing, and predictable. But I could only be me, the way I am. When Enamor approached me for this campaign, it simply felt like a match made in heaven. ‘Unapologetic As I Am’ isn’t just a message – it’s a bold declaration. Wearing this Bamboo collection felt like a second skin. I hope every woman who witnesses this campaign film gives herself the permission to simply be, without an apology.”
Product Availability
The Bamboo Cotton range is now available via Enamor’s official website, select D2C platforms, and offline retail channels including exclusive brand outlets, multi-brand outlets, and national chain stores.
With a continued focus on innovation, fit, and storytelling, Enamor aims to redefine premium lingerie in India by combining comfort, sustainability, and cultural relevance.
