The new identity features a contemporary visual language designed to strengthen Softline’s relevance among a new generation of consumers while building on the trust it has established over the years. Inspired by freshness, femininity and effortless everyday style, the refreshed look brings together delicate floral motifs, vibrant colours and clean, contemporary lines across the collections, creating a distinctive visual presence at retail outlets.
The latest collections feature bras, camisoles, panties, leggings and pants designed for women whose wardrobes span work, leisure, travel, fitness and everyday activities. Each piece combines functionality with contemporary styling, allowing women to express their personal style without compromising on comfort.
Actor Wamiqa Gabbi is leading Softline into this new chapter. Celebrated for her work on screen, distinctive personality, infectious energy and individual sense of style, she embodies the brand’s focus on confidence, self-expression and everyday versatility. Her style moves between playful and understated, reflecting an individuality that aligns with Softline’s refreshed identity.
Softline’s new positioning similarly emphasises freshness, femininity, colour and contemporary design while retaining a strong connection to comfort and everyday life. The brand’s approach is rooted in the belief that feeling good is an essential part of looking good, and that fashion becomes personal when women have the freedom to wear it their own way.
From relaxed everyday dressing to statement looks, Gabbi’s style reflects versatility and ease. Her preference for clothing that allows movement, self-expression and comfort mirrors Softline’s emphasis on quality, considered fits and designs that work with the demands of real life.
For Softline, Gabbi represents more than the face of the brand; she embodies its evolving identity. The spirit behind the refresh is young yet assured, feminine yet free-spirited, and expressive yet effortless. As the brand evolves, Gabbi brings this transformation to life by connecting Softline’s established heritage with the energy, optimism and individuality of today’s woman.
Vikash Agarwal, Director, Rupa & Company Limited, said, “Softline has always stood for quality, comfort and trust. As fashion preferences continue to evolve, we believe the brands consumers choose should evolve with them. This refresh is our way of bringing new energy to Softline while staying true to everything people have always loved about the brand. Every detail reflects our vision of creating a more contemporary and engaging experience for today’s consumer. This is not just a new look for Softline. It is the beginning of a new journey for the brand.”
The launch reflects Softline’s long-term strategy to strengthen its presence across Lingerie, Athleisure and Outerwear through products aligned with changing lifestyles, evolving fashion preferences and everyday versatility. It also reinforces the company’s commitment to continuous innovation and a more contemporary retail experience across every consumer touchpoint.
The refreshed Softline collections are now available at leading retail outlets and on major e-commerce platforms across India.
About Rupa & Company Limited
Rupa & Company Limited is one of India’s leading knitwear and lifestyle apparel companies, with a legacy of delivering quality, innovation and value since 1968. Its portfolio spans Innerwear, Casualwear, Athleisure and Lifestyle apparel for men, women and kids. With a strong nationwide presence and a continued focus on innovation, the company remains committed to creating products that evolve with the changing needs of Indian consumers.
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