From pitch to runway: The athletes behind QUA's groundbreaking 'Modern Heroine' collection
QUA's 'Modern Heroine' collection campaign with the top Indian cricketers will challenge conventional views on the fashion and workwear of women.
In a pioneering attempt, QUA unveiled its 'Modern Heroine' collection on 23rd September 2024. This rewrote the most conventional workwear for women. Drawing inspiration from the strength and elegance of India's leading female cricketers, it offers to merge those worlds of sports and fashion while demonstrating how stronger feminism can demean outdated notions of the concept of power dressing.
Moreover, the collection, a head start to the T20 World Cup 2024, makes for more than a fashion statement; it is a bold expression of empowerment and self-expression. In the collection, the collaboration brings to the limelight how modern women, either on the field or in the boardroom, could be resilient and elegant at the same time and make fashion a vehicle for change rather than just appearances.
It deepens a little further into how the 'Modern Heroine' collection is supposed to inspire a new generation of women who blend athleticism with sophistication.
Fashion meets athleticism with QUA's latest collection
In the recent 'Modern Heroine' campaign, QUA boldly defies conventional sentiments against popular opinions about fashion limits between women's wear and modern sportswear. Traditionally, workwear was about structured power dressing-think rigid suits and just monochrome colors. QUA gives a new dimension to it by infusing elements of athleticism into its designs.
As the spokesperson for QUA states,
“The modern woman is not just confined to one role. She is multifaceted, balancing professional ambitions with personal passions, and her wardrobe should reflect that versatility.”
Every piece is threaded with such sentiment-from breathable fabrics and silhouettes that create room for flexibility from one role to the next. The empowerment within the collection primarily stresses the idea of self-worth.
“The 'Modern Heroine' campaign challenges the conventional perception of women’s fashion and workwear by merging the strength and resilience of sport with the elegance and sophistication of contemporary fashion,” notes the brand.
This blend is visible in the outfits through stretchable fabrics and tailored fits that not only amplify movement but also exude confidence and power. The collection aspires to redefine power dressing with a fluid balance between functionality and boldness. Women will be empowered whether they're out on the field or in the boardroom.
Female cricketers represent the soul of the collection—resilience, versatility, and confidence. By choosing the most challenge-exposing athletes, QUA makes very vividly than with words that it is about breaking barriers and redefining what it means to be a modern heroine.
Why were female cricketers chosen for QUA's collection?
Working with Jemimah Rodrigues, Shafali Verma, Shreyanka Patil, and Radha Yadav from the cricket fraternity was a very deliberate move on our part to associate with women who have defied stereotypes and are willing to break barriers.
“These women are trailblazers,” says QUA.
They excelled at cricket not only in itself but against all expectations, challenging the perceived notion of traditional feminine roles. Having excelled in a male-dominated sport, they interpret the Modern Heroine collection aptly: Because modern women can be powerful and elegant qualities that don't exclude the opposite.
It is much more than a marketing campaign; it is a tribute to the women who have struggled hard in the area they specialize in. QUA's objective of releasing these cricketing superstars is to empower female teens to be uniquely themselves and follow their passion or dream, however crazy it may be. The brand and its heroes feel the obsession with excellence solely because without excellence, the spirit to inspire future generations of women would be missing.
As different as the people who wear them, the whole range consists of designs that are sharp-creased trench coats, new interpretations of tuxedos, and a real creation of versatile, dynamic, and adaptable clothing to represent the many roles that modern women play in their lives. Six-button blazers, asymmetrical pockets, and a bold color palette of midnight blue and rich earth tones give their unique and authentic personality to each piece.
“The pieces aren’t just about making a visual impact—they’re about making a statement that’s personal and authentic,” adds QUA.
The campaign timing, just before T20 World Cup 2024, also happens to be quite crucial. Since female cricketers are finding increasing mainstream validation, this campaign rides a moment of peak visibility for athletes who are female.
QUA strives to send a strong message to the world: fashion and sport can come together in a single statement on identity, ambition, and achievement.