New Delhi, Apr 23: Libas, India’s leading ultra-fast fashion brand, has forayed into the workwear category with the launch of Gerua, a dedicated AI–powered brand designed for the modern working woman. The launch is supported by a campaign starring Anya Singh as the face of the brand.
The brand debuts as an online-first offering with a catalogue of 100+ SKUs, spanning button-down shirts, kurta sets, and structured suits. The collection is designed to be accessible, with a wide range of styles catering to everyday and professional wear. Gerua primarily targets working women across industries, with a strong focus on young professionals who are just beginning their career journeys.
Gerua is designed to serve the practical and aesthetic needs of young professionals who require clothing that is simultaneously versatile, comfortable, and appropriate for a contemporary Indian workplace.
The launch campaign unfolds through a series of brand films titled “Outfit Sahi Toh Sab Sahi,” featuring Anya Singh. The films bring to life relatable workplace moments—from office friendships and silent understanding between colleagues to the small, unpredictable situations that arise during the workday, highlighting how the right outfit can subtly influence confidence and presence in professional settings.
Commenting on the new brand launch, Sidhant Keshwani, Founder and CEO at Libas stated, “Gerua represents a strategic expansion for Libas as we move into the fast-growing workwear category. The brand combines our understanding of the Indian consumer with AI–powered insights that help us anticipate trends rather than react to them. Our goal is to create workwear that is aspirational yet accessible for the next generation of professionals.”
Nisha Khatri, Head of Marketing, Libas said, “As more young professionals enter the workforce, workwear expectations are evolving quickly. Gerua is our response to this shift, combining data-driven insights with contemporary design. With ‘Outfit Sahi Toh Sab Sahi’, we wanted to reflect everyday workplace moments where the right outfit can subtly influence confidence. Anya felt like the perfect fit for the campaign because her personality and presence resonate strongly with the new generation of professionals.”
Speaking about the association, actor Anya Singh said, “It was genuinely exciting bringing this campaign to life and being associated with Gerua. The brand feels incredibly fresh and perfectly in sync with the energy of young professionals today. The collection is designed to make everyday dressing effortless, while still helping you look confident, polished and put together.”
Gerua is now available on the official Libas website, in the app, and across e-commerce platforms.
