Bağlama’s Take on Kusha Kapila’s Brand ‘Underneath’: A Fresh, Fearless Move in the Indian Fashion Scene

In the ever-evolving world of fashion, where trends are born on social media and brand loyalty is built on authenticity, we at Bağlama keep a keen eye on brands that shake things up. When content creator and fashion icon Kusha Kapilalaunched her intimatewear and loungewear brand ‘Underneath’, it immediately caught our attention – not just because of the bold branding but because it represents a shift in how Gen Z and millennials approach self-expression and comfort.

First Impressions: Clean, Real, and Relatable

At Bağlama, we’ve always believed fashion should speak to your vibe, not dictate it. That’s exactly what ‘Underneath’ is doing. From the minimal color palettes to real body representation, Kusha’s brand doesn’t try to sell a fantasy — it embraces reality. And let’s be real, that's what Indian fashion was missing.

Owning the Narrative: Confidence > Convention

Kusha Kapila’s voice has always been unapologetic, and ‘Underneath’ is an extension of that boldness. The campaign isn’t about lace and luxury — it’s about feeling confident in your own skin. It challenges the stereotype that intimatewear has to be hush-hush or hypersexual. It says, “I wear what I want — for me.”

As a Gen Z-led fashion label ourselves, Bağlama respects brands that own their narrative. ‘Underneath’ does just that. No over-the-top marketing gimmicks, no fancy filters — just vibes, value, and voice.

The Bağlama POV: Streetwear x Self-Wear?

While Bağlama lives in the world of premium streetwear, we see the philosophical overlap. ‘Underneath’ is rooted in self-acceptance. We’re rooted in self-expression. And both matter. It’s exciting to watch a brand like this break taboos in a space where comfort was often overlooked in favor of tradition. We think every closet should have both: a Bağlama oversized tee for the streets and an ‘Underneath’ bralette for your soft days in.

What Gen Z Wants: Real Stories, Real Feels

Today’s audience doesn’t fall for perfection — we crave realness. That’s why campaigns from ‘Underneath’ resonate with us. They feature real bodies, real thoughts, and real conversations. No fake smiles. No photoshop dreams. Just real people doing their thing — and that’s something Bağlama believes in too.