In "Modern Heroine", QUA merges high fashion with the spirit of sports to redefine the role model narrative in today’s world. The cricketers symbolize resilience, strength, and individuality—core values that resonate with both their athletic journeys and QUA's fashion philosophy.
“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”, said Rupanshi Agarwal, Co-founder and CEO of QUA. “As a women-led brand, we understand the importance of showcasing real women who reflect the strength and determination inherent in every woman. These cricketers have made their mark in a male-dominated space and embody the essence of QUA. We’re honored to partner with these incredible athletes who are redefining what it means to be a heroine in the modern world.”
The collection is designed to reflect versatility, confidence, and individuality. Divya Agarwal, Co-founder and Creative Director of QUA, stated, “We crafted each piece to capture the complexities of power—whether it’s calm resilience or fierce determination. Collaborating with these game changers, who have shattered societal expectations, allows us to express that fashion can and should transcend aesthetics.”
By featuring female cricketers, QUA not only breaks ground in merging fashion and sports but also challenges traditional concepts of who can be fashion icons. The "Modern Heroine" campaign marks a cultural moment where fashion meets empowerment, and where sports serve as a medium for redefining style and strength.
The campaign is set to launch ahead of the ‘T20 World Cup 2024’, amplifying its relevance and tapping into the excitement surrounding women's cricket. This initiative reinforces QUA's commitment to empowering women through both fashion and sport, inspiring a new generation to embrace their individuality and strength.
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