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It felt strangely exhilirating to see how on par with global trends homegrown Indian design is, when the latest campaign from the label QUA, released a few days before the Spring/Summer show 2025 of Saint Laurent. Both featured gorgeous tailored suits that spark conversations around the notion and image of powerful women. There was a time when global trends found iterations in our market, months if not a year after the fact. But not anymore. Today, homegrown Indian labels are keeping a close eye on changing trends and shifting mindset. With their latest collection, the Gurgaon-based brand founded by a sibling trio , Qua has been quietly redefining what power dressing means for Indian women. With their Pre-Fall 2024 collection, they’re taking a new step by collaborating with four key players from the Indian women’s cricket team - Shafali Verma, Jemimah Rodrigues, Radha Yadav, and Shreyanka Patil - bringing together fashion and sport in a way that feels distinctly modern.
QUA’s new campaign, Modern Heroine, is more than a seasonal launch; it’s a cultural moment, especially in India. These cricketers, known for their exceptional performances on the global arena, are stepping off the field and into the fashion world, while staying true to who they are. The campaign, set against the backdrop of the upcoming T20 World Cup, carries an air of both anticipation and empowerment. As a brand that focuses on contemporary power dressing, QUA has tapped into the excitement surrounding women’s cricket and used it as a medium to explore the multifaceted nature of strength, resilience, and individuality that drives female athletes to success and glory.
The collaboration with these athletes is a statement on the evolving idea of who gets to be a fashion icon. In an industry often dominated by entertainment figures, QUA’s decision to partner with women breaking barriers in sports is a refreshing shift. "We wanted to collaborate with figures who truly represent our brand ethos—women who are breaking boundaries, challenging norms, and inspiring others through their journeys,” explained Rupanshi Agarwal, Co-founder and CEO of QUA in their press release. For Qua, the collection is not just about clothing; it’s about celebrating real women who embody the grit and determination the brand has long stood for.
This collection isn’t merely an aesthetic exercise. Divya Agarwal, QUA’s Co-founder and Creative Director, notes that each piece was designed to reflect the complex dimensions of power. “The collection, much like these incredible women, is all about versatility, confidence, and owning your individuality,” she says. "Collaborating with these game changers was an organic way to express that fashion can and should be about more than just aesthetics."
The suits, dresses, and separates in the Pre-Fall lineup are tailored to perfection, offering a balance of structured elegance and practical wearability. From jumpsuits to blazer dresses and from deep purples to kohl-blacks, the silouhettes and palette match speak to the deep thought that has gone into the campaign. Much like the athletes who inspired the campaign, the designs evoke grace and strength, while underlining the notion of how true power lies in one’s ability to navigate diverse roles and the worst of times with confidence and poise. Whether it’s resilience or determination, these outfits reflect the many ways in which women navigate their daily lives.
The Pre-Fall collection launched on 23rd September, 2024, just before the T20 World Cup. As someone whose preferred sport to watch has been fashion campaigns, the 'Modern Heroine' campaign is one that made me sit up and take notice of the need to truly rally behind the female atheletes from India. This campaign doesn’t merely celebrate individual achievements, but is starting a larger cultural conversation about the intersection of fashion, sports, and empowerment. By featuring female cricketers like Verma, Rodrigues, Yadav, and Patil, QUA is inviting us to rethink the limits of traditional power dressing, suggesting that today’s heroines can emerge from any field - and that fashion can be a field for breaking boundaries and giving the real stars the spotlight they rightfully deserve.
Follow Qua here.
