MAM
Radhika Apte launches her first ‘all-inclusive’ fashion collection in association with IS.U
Mumbai: Renowned Bollywood actress Radhika Apte has launched her very own fashion collection in association with homegrown fast fashion brand IS.U this February. The collaboration aims to empower women to be the best version of themselves by creating styles that are contemporary, millennial and unique to the Indian body type – pioneering a huge step forward in supporting body positivity, self-love, and acceptance for the ‘all-inclusive’ Indian woman.
“When I read about IS.U and the message it stands for, I knew this was the brand I wanted to associate myself with. IS.U’s ideologies instantly matched with mine. In a world that is obsessed with perfection, it is important that we don’t succumb to the unrealistic standards set by society. We do not realize that it is not about breaking the norm; it is about creating the norm. This project is extremely close to my heart as it stands for self-acceptance, self-love and embracing oneself, wholly” said Radhika Apte.
Link to the collection: https://isufashion.com/collections/isubyradhika
With over 70 styles currently available and 80 new styles added each week starting today, the Radhika Apte X IS.U collection embodies a brand that lets you be you. A milieu of comfort and confidence, the collection sources fabrics best suited for Indian weather conditions keeping in mind all the top trends of 2020. Each piece has been handcrafted keeping in mind the independent and empowered girl bosses of today, who are always busy and on the go but still want to look effortlessly stylish.
Excited about collaborating with Radhika Apte and collection, Rashi Menda, CEO & Founder, IS.U mentions, “IS.U has taken the shopping experience a step forward, by not only restricting it “looking good”, but also focusing on “feeling good” and “being YOU”. The boldness and confidence that Radhika Apte carries is something that fits perfectly with the aim of this collection. To create styles that fit effortlessly on the unique Indian body type, we have invested 9 months in getting the shape and measurements right. That’s pretty much like birthing the new size standard. We are sure this collection will make everyone feel effortlessly YOU!”
In today’s world of social media, where people are busy portraying their perfect lives, there is immense pressure on millennials to live up to this perfect image, the perfect body type, the perfect color, the perfect shape. Creating unrealistic expectations and insecurities, browsing through size zero Instagram pictures doused with umpteen filters often make people feel compelled to hide under oversized and baggy clothes. The IS.U brand exists at the intersection of fit, trends and personal style – providing comfort and trendy offerings in the mid-segment fashion market. Hence the collection was conceptualized with three magic words: Fit, Fabric, and Finish. This a-la-mode collection is designed to replicate armor for one’s frame.
Radhika will be seen donning these styles this summer as she also promotes the key message of ‘body positivity’ and ‘fashion inclusion’ via an exclusively digital media campaign with the brand.
The Radhika Apte X IS.U collection is now available on Zapyle.com and isufashion.com – Zapyle is an e-commerce platform for women who love fashion, all the options are curated as per user’s preferences, where they only see what they would really like to purchase. It will also be available on top e-commerce platforms such as Myntra, Flipkart, Amazon, Limeroad, and Ajio.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
