Wacoal has appointed actor Rakul Preet Singh as its brand ambassador in India, introducing the partnership through its Autumn/Winter 2026 campaign, “In Pursuit of Beauty.”
The association brings the Japanese lingerie brand’s focus on design, craftsmanship and fit to a campaign centred on individuality and self-confidence. Singh features in a campaign film that explores beauty as a personal and evolving experience, while showcasing elements of Wacoal’s products and craftsmanship.
A campaign built around individuality
Titled “In Pursuit of Beauty,” the campaign presents beauty as something that develops with personal growth, self-expression and changing perspectives. Rather than focusing solely on appearance, its message connects confidence with feeling comfortable and authentic.
The film brings together fashion-led visuals and glimpses of the details behind Wacoal’s lingerie, placing product design and craftsmanship alongside the campaign’s broader message.
Connecting product design with confidence
According to Pooja Merani, Chief Operating Officer at Wacoal India, Singh’s individuality and ability to evolve while remaining authentic align with the brand’s philosophy. The company sees the partnership as a way to bring the “In Pursuit of Beauty” platform to life for Indian consumers.
Singh also highlighted the importance of thoughtful design and fit, noting that well-designed lingerie can help people feel comfortable and focus on their everyday lives.
What the partnership means for Wacoal
Celebrity associations can help brands communicate their values through a familiar public face. For Wacoal, Singh’s appointment gives the Autumn/Winter 2026 campaign a central ambassador while reinforcing themes of confidence, comfort and self-expression.
The campaign also provides a platform to present the brand’s product design and craftsmanship to consumers in India. Its emphasis on individuality reflects a broader approach to beauty communication—one that links personal confidence with how a product feels and fits, as well as how it looks.
With “In Pursuit of Beauty,” Wacoal is bringing its brand philosophy into focus through a campaign that combines fashion, craftsmanship and an evolving idea of self-confidence.
