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Fashion Network

Newme partners with Anushka Sen to step into workwear

Fashion-tech brand Newme has announced a strategic collaboration with actor and Gen Z style figure Anushka Sen to launch its first workwear line, marking the brand's entry into the category. The collection, titled 'WorkSenIty', has been co-created with Sen to help young women express their individuality in the workplace. The new range features over 500 styles, including oversized blazers, co-ords, wide-leg trousers, and soft tailoring in muted and pastel shades, the brand announced in a press release. It is designed to reflect confidence and creativity for a generation beginning to enter the workforce. 'When we started Newme three years ago, our goal was simple- to make fashion more aspirational, relevant, and boldly expressive for India's Gen Z women,' said Sumit Jasoria, co-founder and CEO of Newme, in a press release. He added that partnering with Sen brought authenticity and energy to the collection, which mirrors Gen Z's work and lifestyle habits. The launch is supported by a campaign titled #StaySenAtWork, encouraging young consumers to bring their full selves to work. The collection is available on Newme's app, website, and across its over 14 experience stores, signalling the brand's evolution alongside its customer base. 'Workwear is often overlooked when it comes to fashion, but it's such an important space for Gen Z women to feel confident, expressive, and seen,' said Sen. "That's exactly what WorkSenIty stands for- bringing your whole self to work, with style that reflects who you really are. I'm so proud to have co-created a collection that helps young women feel powerful and authentic. Newme's deep understanding of what Gen Z wants made the process both exciting and seamless.'