Arrow from the house of Arvind Fashions, has announced the launch of an online-only womenswear collection. Actor Khushi Kapoor has been roped in as the face of the campaign for the limited edition capsule.

Kapoor’s association supports the brand’s contemporary positioning and helps connect with a younger consumer segment, aligning with it’s evolving brand identity, according to the brand. The launch reflects the brand’s intention to cater to women looking for adaptable wardrobe work wear options. As a digital-first, online-exclusive launch, the womenswear collection reinforces Arrow’s focus on e-commerce as a key retail channel. 

The campaign comprises an ad film starring actor Vedang Raina alongside Kapoor, and marks the brand’s strategic foray into womenswear. In the campaign Kapoor is spotted wearing pieces from the new collection, showcasing its versatile and modern silhouettes. 

Swapnita Singh, business head, Womenswear Vertical, said, “Expanding our womenswear footprint with this online-only limited collection is a strategic move to serve the evolving needs of the modern Indian woman. We’ve focused on creating a versatile 'work-to-weekend' wardrobe that prioritizes both precision and comfort. Khushi Kapoor is the quintessential face for this collection; she effortlessly bridges the gap between structured elegance and a relaxed, contemporary vibe, making the brand incredibly relatable for a younger demographic. By pivoting to a digital-first launch, we are ensuring that Arrow’s sophisticated aesthetic is just a click away for our style-conscious consumers nationwide.”

The Arrow women’s wear collection is now available on e-commerce websites like Nykaa Fashion and Ajio.