Rashmika Mandanna Joins Forces with Bewakoof as Brand Ambassador

Bewakoof, the popular TMRW brand, has announced a strategic collaboration with renowned actor Rashmika Mandanna, marking a significant move to establish a distinct identity in the female casual and expression wear segment. This long-term partnership positions Rashmika Mandanna as the face of Bewakoof’s extensive women’s collection, including t-shirts, shirts, hoodies, joggers, and various other fashion apparel and accessories.

Prabhkiran Singh, Founder of Bewakoof, highlighted the brand’s commitment to creating fashion-forward apparel with a strong design element. He emphasized their success in the men’s wear category and expressed the intent to replicate this triumph in the women’s casual and expression-wear category. Singh sees Rashmika Mandanna as more than just a brand ambassador; she represents the aspirational, experimental brand image that Bewakoof aims to cultivate. Describing her as savvy, fashionable, effortless, and endearing, Singh envisions an exciting journey ahead for Bewakoof over the next 12 months, aiming to capture consumers’ hearts and wardrobes.

Prashanth Aluru, CEO & Co-founder of TMRW, shared insights into the partnership, emphasizing their commitment to scaling Bewakoof with the Gen-Z and Millennial Women consumers. Identifying the increasing demand for expressive wear reflecting pop culture and fandom themes, Aluru expressed confidence in Rashmika Mandanna as the ideal partner. With her immediate emotional connect with the audience and a contemporary, relatable style quotient, they aim to set new benchmarks for women’s wardrobe choices.

Rashmika Mandanna, thrilled to be a part of the Bewakoof family, commended the team’s brilliant ideas and expressed excitement about the vibrant and energetic shoot theme that resonated with her instantly. As the brand ambassador, she looks forward to collaborating with Bewakoof to create fun and fashionable collections that capture the spirit of the modern woman. This collaboration signifies a dynamic synergy between Bewakoof’s vision, Rashmika Mandanna’s style, and the evolving preferences of today’s fashion-forward consumers.

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