Underneat, founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, has launched CoolRest, its first collection beyond shapewear. The comfortwear range features actor Sonam Bajwa in the campaign.
The campaign focuses on everyday moments such as lounging, travelling, sleeping and resting. It centres on bamboo as the collection’s primary fabric, with the brand highlighting its breathability, moisture-wicking and thermoregulating properties.
The collection comprises five products — a Scoop Bralette, Slip-on Bra, Briefs, Boy Shorts and Camisole. The pieces are wire-free and hardware-free.
“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.”
The campaign film follows Sonam Bajwa through different moments of an ordinary day, with the collection positioned around comfort and ease.
CoolRest is available through Underneat’s website and marketplace partners including Nykaa, and Blinkit.