The new Indian brand UNDRESS launches its debut collection, positioning itself as a premium intimatewear line for men with a female‑centric marketing approach.

Bollywood star Urvashi Rautela has become the face of UNDRESS, a newly launched Indian luxury intimatewear brand that targets men while adopting a distinctly female‑centric marketing strategy.

A Fresh Take on Men’s Intimatewear

UNDRESS positions itself as a premium line, offering high‑quality fabrics and sophisticated designs that aim to elevate the everyday basics of men’s underwear into a fashion statement.

The brand’s messaging emphasizes comfort, confidence, and a modern aesthetic, deliberately crafted to appeal to both male consumers and the women who often influence their purchasing decisions.

Urvashi Rautela’s Role in the Campaign

Rautela, known for her glamorous red‑carpet appearances, fronts the launch campaign, bringing star power and a sense of aspirational lifestyle to the brand. Her involvement signals UNDRESS’s intent to blend celebrity allure with everyday wearability.

In promotional visuals, the actress is shown highlighting the brand’s sleek packaging and emphasizing the “luxury for the modern man” narrative, reinforcing the idea that intimatewear can be both functional and fashionable.

Key Features of the Debut Collection

  • Premium cotton blends and modal fabrics for breathability
  • Tailored fits that balance support and comfort
  • Minimalist design with subtle branding
  • Eco‑friendly production practices

The collection includes briefs, trunks, and boxer briefs, each designed to provide a seamless silhouette under clothing while maintaining a refined look.

“We wanted to create intimatewear that men feel proud to wear, and that women feel confident gifting,” said the brand’s founder in the launch announcement.

UNDRESS plans to expand its range with seasonal colors and limited‑edition collaborations, aiming to establish a lasting presence in India’s growing premium underwear market.

For a detailed look at Urvashi Rautela’s involvement and the brand’s launch strategy, see the coverage by Passionate in Marketing’s feature on UNDRESS.