Marking the brand’s first move beyond shapewear, the campaign is built around bamboo-led essentials that are cooler than cotton, softer on skin and designed for everyday ease
Underneat, India’s fast-growing premium solution wear brand founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, today announced its entry into comfortwear category with the launch of the CoolRest Collection, fronted by actor and fan-favourite Sonam Bajwa. The campaign reframes comfort not as something you arrive at after a long day, but as something you deserve from the moment you get dressed. Marking Underneat’s first move beyond shapewear, CoolRest is designed for the quieter moments of everyday life — lounging, travelling, sleeping, recovering, or simply doing nothing at all.
The campaign film unfolds through the rhythm of an ordinary day, moving through familiar moments with a quiet sense of confidence and comfort. It captures the way most of us wish we could spend our days: unbothered, unhurried, and completely at ease. With Sonam Bajwa at the heart of it all, unhurried and entirely herself on screen, this is less a campaign than a mood, one built entirely around bamboo, the collection’s hero fabric. Naturally thermoregulating, breathable and moisture-wicking, the fabric does what cotton has claimed to do for decades — except better. “Coolrest collection, cooler than cotton” isn’t just a tagline; it’s the proposition. Wire-free and zero-hardware by design, CoolRest strips away everything that used to get in the way, so the only thing left to feel is comfort itself.
“With CoolRest, we wanted to start a conversation about comfort as a state of mind, not just a product feature,” said co-founders Kusha Kapila and Vimarsh Razdan. “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.”
Bringing the campaign’s philosophy to life, the CoolRest collection is available in five bamboo-led essentials — a Scoop Bralette, Slip-on Bra, Briefs, Boy Shorts and a Camisole, each one designed to be forgotten the moment it’s worn. Thoughtfully crafted to feel light, effortless and barely there, each piece reflects the campaign’s belief that comfort should be a starting point, not a reward. The collection is available on Underneat’s website and marketplace partners including Nykaa, Myntra, Amazon and Blinkit.
Price: INR 1,299 onwards
Shop the collection: www.underneat.in, Nykaa, Myntra, Amazon & Blinkit