Cava collaborates with Khushi Kapoor for new athleisure collection

Homegrown performance-led label Cava has teamed up with Bollywood actor Khushi Kapoor to launch her debut co-created capsule collection, titled Soft Serve. Moving beyond traditional celebrity endorsement deals, Kapoor immersed herself in the product development lifecycle, participating in multiple rounds of sampling, color grading, and silhouette fittings. The resulting range bridges the gap between high-fashion aesthetics and technical utility, offering versatile items priced between Rs 1,599 - Rs 2,399 that transition effortlessly from gym training to social settings. With Soft Serve, I got to take all the things I naturally gravitate towards and build them into a collection that feels genuinely personal, stated Kapoor regarding the design ethos.

Challenging industry norms with duality in design

The market introduction underscores a broader retail shift toward aesthetic versatility within the domestic activewear sector, where consumers increasingly demand multi-functional apparel. Built around the philosophical premise that softness and physical resilience are mutually compatible, the collection features lace-trim halter tanks, ruched flared leggings, and soft-knot skorts that merge feminine detailing with moisture-wicking functionality. Ria Mittal, Co-founder, Cava, noted,  Kapoor’s deep involvement ensured the garments retained technical integrity without sacrificing style. Industry analysts observe. strategic designer-celebrity hybrids enable independent direct-to-consumer brands to scale brand equity rapidly and capture high-growth segments in India's expanding lifestyle market.

Targeting urban millennial and Gen Z markets

Founded in 2020 by sisters Ria and Shreya Mittal, Cava is an Indian direct-to-consumer athleisure brand specializing in movement-led performance wear. Targeting urban millennial and Gen Z markets, the brand focuses on sustainable expansion, high-performance technical fabrics, and accessible luxury, showing strong financial growth within India's retail ecosystem.