Premium solution wear brand Underneat, founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, has expanded beyond shapewear. The brand has launched its new CoolRest Collection, featuring actor Sonam Bajwa.
The campaign presents comfort as an everyday essential. It focuses on moments such as lounging, travelling, sleeping, recovery and relaxed daily routines. The collection also highlights ease, breathability and freedom of movement.
Bamboo-Led Collection Focuses on Everyday Comfort
At the centre of the collection is bamboo. Underneat highlights the fibre for its breathable, moisture-wicking and naturally thermoregulating properties.
The campaign uses the proposition “CoolRest collection, cooler than cotton.” In addition, the collection features a wire-free, zero-hardware construction. This design aims to provide a lightweight and unobtrusive feel.
Sonam Bajwa Leads the Campaign
The campaign film follows Sonam Bajwa through an ordinary day. It captures moments of stillness, relaxation and everyday comfort.
Through her relaxed presence, the campaign highlights the collection’s focus on feeling comfortable, confident and unhurried.
Underneat Highlights Comfort as a State of Mind
Commenting on the campaign, Kusha Kapila and Vimarsh Razdan, Co-founders, Underneat, said:
“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.”
Five Essentials in the CoolRest Collection
The CoolRest Collection includes five bamboo-led essentials:
- Scoop Bralette
- Slip-on Bra
- Briefs
- Boy Shorts
- Camisole
Each piece focuses on a light, barely-there feel. Together, the range reflects Underneat’s approach to comfort-led everyday wear.
Availability and Price
The CoolRest Collection starts at INR 1,299. Customers can purchase the collection through Underneat’s website.
The range is also available through marketplace partners, including Nykaa, Myntra, Amazon and Blinkit.
The launch expands Underneat’s product offering beyond shapewear while placing everyday comfort at the centre of its latest collection.
