A renewed visual identity inspired by today’s evolving consumer signals the brand’s next phase of growth.
Softline, from the house of Rupa & Company, introduces a refreshed brand identity that marks the beginning of an exciting new chapter for one of India’s most trusted women’s apparel brands. The transformation is led by refreshed collections across lingerie, athleisure and outerwear. Designed with a contemporary visual language, the new identity reflects Softline’s ambition to become more relevant to a new generation of consumers while strengthening the trust it has earned over the years.
Inspired by freshness, femininity and effortless everyday style, the refreshed identity brings together delicate floral motifs, vibrant colours and clean, contemporary lines that carry across the collections and create an immediate visual impact at retail.
The latest collections include bras, camisoles, panties, leggings and pants, thoughtfully designed for women whose wardrobes move seamlessly between work, leisure, travel, fitness and everyday life. Each piece balances functionality with contemporary styling, allowing consumers to express their personal style without compromising on comfort.
Leading Softline into this exciting new chapter is Wamiqa Gabbi — an actor celebrated not only for her work on screen, but also for her distinctive personality, infectious energy and unmistakable sense of style. She brings a certain lightness to everything she does — expressive, spirited and full of life, while remaining grounded in her own sense of individuality. Her style reflects the same attitude: playful when she wants it to be, understated when the moment calls for it, and always unmistakably her own. It is this confidence without effort and exuberance without excess that makes Wamiqa such a natural fit for Softline.
Softline’s new identity embraces a similar spirit. It is fresh, feminine, colourful and contemporary, but never disconnected from comfort and everyday life. The brand believes that feeling good is an essential part of looking good — and that fashion becomes truly personal when women have the freedom to wear it their way.
From relaxed everyday dressing to statement looks, she brings an effortless versatility to her style. She chooses pieces that allow her to move, express herself and feel comfortable in her own skin. Her appreciation for quality, considered fits and clothing that works with real life mirrors Softline’s own approach to design.