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Nykaa Fashion blends fashion with fortune-telling in a new campaign featuring Sharvari Wagh

Nykaa Fashion has launched a new campaign titled, ‘Wear What's Next,’ that playfully blends the world of fashion trends with the mystique of fortune-telling. Featuring Bollywood actress Sharvari Wagh, the campaign unfolds as she engages with a fortune teller, portrayed by Sheeba Chaddha.

The campaign's narrative revolves around the fortune teller's predictions for Wagh's upcoming wardrobe transformations, forecasting a shift towards bold power dressing, the resurgence of ruffles, and a denim-on-denim revival. This unique concept cleverly taps into the idea of predicting future fashion trends, presenting fashion as a dynamic and ever-evolving entity, much like the unpredictable nature of fate.

The campaign seamlessly merges my passion for fashion with the exciting possibilities that the future holds. It’s about embracing daring, fun, and fresh looks, and Nykaa Fashion makes that process effortless, says Wagh.

Currently being rolled out across various digital platforms, the campaign aims to resonate with consumers by highlighting the intrinsic connection between personal identity and fashion choices.

Nykaa Fashion, doesn’t merely follow trends, but is a trendsetters, states Adwaita Nayar, Executive Director and CEO, Nykaa Fashion & Head - Owned Brands. The company shapes the future of fashion by leveraging its deep understanding of consumer preferences and offering a meticulously curated selection of over 850 international and homegrown brands, he adds.

This campaign aims to strengthen Nykaa Fashion's position as a leading online fashion destination in India, emphasizing its commitment to innovation and customer-centricity.

Nykaa Fashion blends fashion with fortune-telling in a new campaign featuring Sharvari Wagh

The Bear House secures Rs 50 crore investment from JM Financial India Growth Fund III

A direct-to-consumer men’s clothing and accessory brand, The Bear House has secured a Rs 50 crore investment ($5.8 million) in a Series A funding round. The funding round was led by investors JM Financial India Growth Fund III.

The company plans to use these funds to expand its physical store presence, support its working capital, and boost its marketing efforts.

Previously, The Bear House had secured a Rs 3 crore investment on the television show ‘Shark Tank India,’ valuing the company at Rs 100 crore.

The new funding and the company’s partnership with JM Financial India Growth Fund III will enable it to accelerate its growth plans and strengthen market presence, says Harsh Somaiya, co-Founder, The Bear House. The company remains committed to its design philosophy and customer relationships as it expands its physical stores and invests in brand building, he emphasizes.

Siddharth Kothari, Managing Director, JM Financial, remarks, the Bear House has witnessed significant growth with its combination of unique designs, a direct-to-consumer strategy and a strong customer base. The brand is well-positioned to become a leading menswear brand in India, given the increasing demand for stylish, high-quality men's apparel, he states.

Founded in 2017 by Harsh and Tanvi Somaiya, The Bear House has a strong online presence, selling its products on platforms like Myntra, Flipkart, Ajio, Tata Cliq, Nykaa, and Amazon. The brand anticipates, this year, its revenues will rise to over Rs 140 crore.

The Bear House secures Rs 50 crore investment from JM Financial India Growth Fund III

TT ropes in Bollywood star Rajkumar Rao as brand ambassador to drive bold marketing revamp

On the occasion of Shivratri, TT Limited, a legacy Indian innerwear and casualwear brand with over 60 years of market presence, has announced a major marketing overhaul by appointing acclaimed Bollywood actor Rajkumar Rao as its brand ambassador. Known for his powerful performances in films like Stree, Newton, Shahid, and the upcoming Sourav Ganguly biopic, Rajkumar Rao is set to bring fresh energy and relatability to the brand.

Sanjay K Jain, Managing Director of TT Limited, said, “Rajkumar Rao is a true self-made success. His values of authenticity, hard work, and aspiration align perfectly with our brand’s ethos. He has worn TT since his childhood, making this collaboration genuine and personal.”

Leading this transformation is Executive Director Hardik Jain, who emphasized a bold, unconventional strategy to stand out in a crowded market. “We won’t follow trends, we’ll set them. Our aim is to create deeper consumer connections,” he said. Joint Managing Director Jyoti Jain added that TT will continue blending its rich heritage with a modern outlook to stay relevant.

TT's new tagline, ‘TT ka FiTT, Humesha SuperhiTT’, highlights its focus on delivering perfect fit and comfort. The brand has recently completed a product audit to align its offerings with evolving consumer needs.

With a wide portfolio across innerwear, casualwear, and thermals, and sub-brands like Desire, HiFlyer, Cool, and Elite, TT continues its nationwide expansion while staying rooted in trust and quality.

TT ropes in Bollywood star Rajkumar Rao as brand ambassador to drive bold marketing revamp

Men’s lifestyle brand XYXX launches high-performance fabric, Tactel

Revolutionizing the innerwear market, Indian men's lifestyle brand XYXX has launched Tactel, a high-performance fabric that dries eight times faster than traditional underwear.

 

Ultra-lightweight, breathable, and moisture-wicking, this fabric is ideal for everyday wear, workouts, and travel. Its smooth texture and stretch provide a comfortable, second-skin feel, while its quick-dry capabilities keep you fresh in any climate. XYXX's Tactel underwear features a soft, stay-put waistband and ergonomic paneling for enhanced support and movement.

 

Rigorous lab tests confirm Tactel's superior performance compared to cotton. There is an increased demand for functional, breathable and sweat-wicking fabrics in the global innerwear and athleisure markets. Tactel's fast-drying, durable, and eco-conscious properties make it a popular choice for leading international brands.

 

The need for packable, easy-care, and quick-drying travel essentials also drives the demand for Tactel-based products. XYXX plans to expand Tactel's use beyond innerwear into activewear, base layers, and athleisure, aligning with the trend of incorporating technical fabrics into everyday wardrobes.

Men’s lifestyle brand XYXX launches high-performance fabric, Tactel

H&M Group-owned COS to open debut Indian store at Nexus Select Citywalk

H&M Group's second-largest brand, COS (Collection of Style) plans to open its maiden Indian store at Nexus Select Citywalk in New Delhi in October 2025, says Jayen Naik, Chief Operations Officer, Nexus Select Malls.

Renowned for its premium fashion offerings, COS is also known for its minimalist, timeless, and high-quality designs. The brand’s designs are characterized by clean lines, neutral color palettes, and architectural silhouettes. It prioritizes on the relevance of seasonless designs over time, as against its parent company's faster-paced approach.

Spanning approximately 4,000 sq ft of carpet area, the brand’s new store will be located on the ground floor of Nexus Select Citywalk.

The H&M Group currently owns several globally recognized brands such as H&M, H&M Home, COS, Weekday, Cheap Monday, Monki, & Other Stories, Arket, Singular Society, and Sellpy.

The Nexus Select Citywalk Mall in New Delhi hosts many international brands like Foot Locker and NARS, notes Naik. NARS opened its store at the mall in July 2024 while Foot Locker opened in October 2024 and Prada Beauty in February 2025.

Looking ahead, the mall plans to open a store for the brand Gucci Beauty in FY26 and Guerlain’s first store during Diwali 2025.

Currently, the Nexus Select Trust operates 18 malls across India. The retailer plans to expand portfolio to 30 malls by FY 2029-30, asserts Naik.

The group aims to also expand into cities like Hyderabad in the South, and Gurugram, Jalandhar, and Uttarakhand in the North. Currently managing 10.4 million sq ft of retail space, the group aims to double this by FY 2029-30, Naik states.

In Q3, FY25, the revenue of Nexus Select Citywalk Mall increased by 6 per cent Y-o-Y. The group faced several challenges during the year with the consumption, particularly in the apparel category, remaining constrained, resulting in single-digit overall consumption growth. However, the beauty category witnessed significant growth, with consumers also returning to malls for dining experiences, Naik signs off.

H&M Group-owned COS to open debut Indian store at Nexus Select Citywalk

Azorte releases new ad campaign with actors Khushi Kapoor and Vedang Raina

Reliance Retail's fashion and lifestyle brand, Azorte, has released a new ad campaign titled, ‘Your Safe Space,’ featuring actors Khushi Kapoor and Vedang Raina.

A brainchild of FCB Ulka, this campaign is set to be launched across all major channels including social media, TV, billboards, streaming platforms, and in-store events.

According to Nitin Sehgal, CEO, Azarto, through this campaign, the brand conveys the message of giving the Gen Z a place where they can truly be themselves. The brand also aims to leverage this campaign to position Azorte as go-to brand for trendy, high-street fashion.

Dhaval Doshi, Head-Marketing, adds the campaign aims to capture the real, everyday vibe of self-expression. The campaign aims to help consumers acknowledge that life is messy, with all sorts of mixed-up emotions. It's okay to change their mind; it's part of growing, not something to be ashamed of.

Launched in 2022,  Azorte specifically targets Gen Z shoppers who believe in staying abreast of the latest global fashion trends. Besides their physical stores, the brand also retails its products online through Ajio, Reliance's multi-brand e-commerce site.

Azorte releases new ad campaign with actors Khushi Kapoor and Vedang Raina

India's luxury market at crossroads with the rise of Masstige

Expanding its brand portfolio, leading textile and apparel company, Ginza Industries has launched a men’s fashion brand ‘Hektor’.

Inspired by the legendary resilience and strength of the Greek mythological character Hektor, the brand offers polos, tailored shirts, and premium innerwear. Its maiden men’s collection has been made from cool to touch stretchable fabrics with moisture wicking technology for odor resistance, UPF protection and wrinkle resistance

Rohit Sethia, Founder, says, the collection has been crafted for men who transcend boundaries, lead with confidence and embrace life’s challenges fearlessly. The brand redefines men’s fashion by merging heritage with cutting-edge technology. It sets new benchmarks in style and functionality through its innovative stitch technology and high-performance fabrics, he adds.

Currently available on the Hektor’s website, the collection will be soon launched on leading e-commerce platforms like Nykaa, Amazon, Ajio, and Myntra. 

India's luxury market at crossroads with the rise of Masstige

Bazaar Style Retail’s Q4, FY25 revenue rises by 55% to Rs 345.6 crore

Baazar Style Retail registered a 55 per cent increase in revenues during Q4, FY 25, reaching Rs 345.6 crore, compared to the same period last year. The company’s revenues rose by 38 per cent Y-o-Y to Rs 1,343.8 crore for the full fiscal year FY25.

Bazaar Style Retail’s sales per square foot (PSF) increased by 19 per cent Y-o-Y to Rs 679 per month in Q4 FY25 while it expanded by 12 per cent Y-o-Y to Rs 721 per month for the full FY25.

The company's store count increased by 32 per cent Y-o-Y to reached 214 while total rental area rose by 31 per cent Y-o-Y to 1.921 million sq ft as of March 31, 2025. The retailer opened 15 new stores during the quarter.

A prominent value fashion retailer, Baazar Style Retail holds a leading position in West Bengal and Odisha's organized value retail market. The company offers affordable apparel and general merchandise, including clothing for all ages and home furnishings, through its network of value retail stores.  

Bazaar Style Retail’s Q4, FY25 revenue rises by 55% to Rs 345.6 crore

Desiqlo to provide curated Indian fashion to NRIs across the world

Direct-to-consumer (D2C) brand, Desiqlo aims to transform the ethnic wear market by providing curated Indian fashion to Indian-origin consumers in the US and globally.

With over 32 million Non-Resident Indians (NRIs) worldwide and a combined spending power exceeding $100 billion, there's a significant demand for quality ethnic clothing. Desiqlo aims to bridge this gap by offering stylish, affordable, and authentic Indian fashion to a global audience.

Many NRIs in the US, Canada, the UK, Australia, and the Middle East struggle to find trendy, high-quality Indian wear. Local stores often offer limited, outdated, and overpriced options.

Ordering from India results in sizing problems, lengthy shipping, and unreliable quality.

Leveraging India's over $40 billion textile export industry, Desiqlo provides a seamless, cross-border shopping experience.

For years, NRIs relied on family shipments from India, waited for personal trips, or settled for inadequate local selections. Online shopping presented issues like poor fabrics, inaccurate sizing, and slow shipping.

Desiqlo was founded to address these problems, offering a curated selection of stylish, high-quality Indian wear. The e-commerce brand selects collections from India's top manufacturers and designers, ensuring authenticity, sustainability, and premium craftsmanship. The platform offers traditional sarees, lehengas, kurtas, and modern Indo-Western fusion wear. Each of their  products undergoes rigorous quality checks.

Desiqlo focuses on a seamless shopping experience, providing reliable international shipping with fast delivery, competitive pricing, and secure payments.

Featuring over 10,000 products, Desiqlo's collection is available at desiqlo.com with launch offers like free shipping on orders over $50 and early access to limited-edition designs.

Founded by an e-commerce expert, Shweta Agrawal, Desiqlo aims to bring innovation to the cross-border B2C space. With her experience at Flipkart and Tradyl, Agarwal is able to make make high-quality ‘Made in India’ fashion accessible globally.

Desiqlo to provide curated Indian fashion to NRIs across the world

Myntra launches Tommy Hilfiger Innerwear collection for men

One of India’s leading fashion and lifestyle platforms, Myntra has launched the Tommy Hilfiger Innerwear collection for men. Currently available in the brand's offline stores, the collection will now also be available to customers on Myntra.

Designed for both comfort and style, the collection offers a wide variety of products such as trunks, briefs, boxers, and boxer briefs.

These products have been crafted from premium fabrics like supersoft cotton, modal, microfiber, and moisture-wicking material for a luxurious yet comfortable wearing experience.

 Conforming to the brand’s commitment to ethical practices, the collection incorporates regenerative and organic cotton in many of its key pieces. This makes the collection not only stylish but also sustainable. Strengthening its presence in the mass premium segment of the Indian market, Tommy Hilfiger caters to consumers who demand both high-quality products and a sustainable approach to fashion.

 Jayanti Ganguly, Vice President - Category Management, Myntra says, as the men's innerwear category continues to grow rapidly on the platform, this launch reflects Myntra’s commitment to providing high-quality, fashionable options that cater to the evolving needs of today’s customer.

Nitesh Kanchan, CEO - AFL Digital, adds, the launch of Tommy Hilfiger Innerwear on Myntra brings premium-quality innerwear to fashion-conscious consumers in India, redefining everyday essentials with elegance and comfort.

 

The association with Myntra allows Tommy Hilfiger to tap into one of the fastest-growing categories on the platform, while further reinforcing Tommy Hilfiger’s footprint in India, with over 10,000 styles available across menswear, womenswear, watches, wearables, and accessories on Myntra. Additionally, shoppers will be enabled to over 70 styles from Tommy Hilfiger’s underwear catalogue.

 

Tommy Hilfiger’s strategic move into India’s growing innerwear market further solidifies its position as a leader in the mass premium fashion segment, bringing quality products that cater to the modern consumer’s preferences for both style and sustainability. 

Myntra launches Tommy Hilfiger Innerwear collection for men

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