ARROW, from the house of Arvind Fashions, has taken a strategic step into the womenswear segment with the launch of an online-exclusive, limited edition capsule collection. Marking a significant evolution in the brand’s journey, the collection is fronted by actor Khushi Kapoor, reinforcing ARROW’s renewed focus on modernity, relevance, and a younger, digitally savvy audience.

Designed as a digital-first initiative, the capsule reflects changing consumer shopping habits while strengthening ARROW’s e-commerce-led growth strategy. The collection is tailored for contemporary women seeking versatility in their wardrobes, blending structured silhouettes suitable for professional settings with relaxed, effortless styles ideal for off-duty moments. The result is a seamless work-to-weekend offering that balances polish with comfort.

In the campaign visuals, Khushi Kapoor brings the collection to life through looks that feel refined yet approachable. Her styling highlights the adaptability of the pieces, showcasing how they integrate easily into everyday routines. Adding a personal and playful dimension, the campaign also features her pet, subtly underscoring the collection’s comfort, warmth, and lived-in appeal.

Commenting on the launch, Swapnita Singh, Business Head, Womenswear Vertical, said the online-only capsule is a deliberate move to meet the evolving expectations of the modern Indian woman. She noted that Khushi Kapoor embodies the balance of structured elegance and relaxed confidence that the collection represents, making the brand more relatable to younger consumers.

The ARROW womenswear capsule is now available on leading e-commerce platforms such as Nykaa Fashion and Ajio, further strengthening the brand’s omni-channel presence while tapping into India’s fast-growing base of digitally native fashion shoppers.