Bewakoof has onboarded actor Rashmika Mandanna as its brand ambassador. With this collaboration, the brand hopes to improve its position in the women’s casual and expression-wear market. Commenting on the association, Prabhkiran Singh, founder of Bewakoof in a statement said, “Rashmika is a near-perfect embodiment of the aspirational, conscientious, experimental brand image we want to create. I look forward to working with the brand to create some fun fashion.”Bewakoof, which launched in 2012, is a direct-to-customer brand specialising in western wear. The label that focuses on Gen Z and millennial shoppers retails from its dedicated e-commerce store and multi-brand e-commerce platforms.

Source: Economic Times December 05, 2023 12:42 UTC