Brand Refresh Overview
Softline, the women’s apparel brand owned by Rupa & Company Limited, announced a refreshed brand identity that spans its lingerie, athleisure and outerwear ranges. The new visual language combines delicate floral motifs, vibrant colours and clean contemporary lines, intended to appeal to a new generation while retaining the trust built over decades.
Product Highlights
The refreshed collections feature bras, camisoles, panties, leggings and pants designed for women whose wardrobes transition between work, leisure, travel, fitness and everyday activities. Each piece is positioned to balance functionality with contemporary styling, offering comfort without compromising personal style.
Brand Ambassador
Actress Wamiqa Gabbi has been appointed as the face of the new Softline identity. The release describes her as expressive, spirited and grounded, with a style that is playful, understated and unmistakably her own, aligning with the brand’s fresh, feminine and versatile spirit.
Executive Commentary
Vikash Agarwal, Director of Rupa & Company Limited, stated that Softline has always stood for quality, comfort and trust, and that the refresh injects new energy while staying true to the brand’s heritage. He emphasized that the initiative marks the beginning of a new journey for Softline.
Market Availability
The refreshed Softline collections are now available through leading retail outlets and major e‑commerce platforms across India, expanding the brand’s retail footprint and consumer touchpoints.
Company Background
Rupa & Company Limited, established in 1968, is one of India’s leading knitwear and lifestyle apparel companies. Its portfolio includes innerwear, casualwear, athleisure and lifestyle apparel for men, women and children, with a strong nationwide presence and a continued focus on innovation.
Release Information
The press release was issued by Rupa & Company Limited on Monday, 28 September 2026 at 15:06:56 (IST) and distributed via NewsVoir under a PTI arrangement.