QUA, the pioneering women’s power-dressing brand, is proud to announce its bold new Pre-Fall 2024 campaign, “Modern Heroine,” featuring four of India’s most dynamic and inspiring young female cricketers—Jemimah Rodrigues, Shafali Verma, Shreyanka Patil, and Radha Yadav. A first of its kind, this campaign is a powerful fusion of fashion and sport, celebrating these female athletes as the new icons of inspiration, embodying the modern heroine for young women across the country.
In “Modern Heroine,” QUA merges high fashion with the spirit of sports to redefine what it means to be a role model in today’s world. These cricketers represent resilience, strength, and individuality, values that are central to both their athletic journeys and QUA’s fashion philosophy.
“We wanted to collaborate with figures who truly represent our brand ethos—women who are breaking boundaries, challenging norms, and inspiring others through their journeys,” said Rupanshi Agarwal, Co-founder and CEO of QUA. “As a women-led brand, we deeply understand the importance of showcasing real women who reflect the strength and determination inherent in every woman. These cricketers, who have broken into a male-dominated space, embody the core values of QUA, and we’re honoured to partner with these incredible athletes who are redefining what it means to be a heroine in the modern world.”
“The collection, much like these incredible women, is all about versatility, confidence, and owning your individuality,” said Divya Agarwal, Co-founder and Creative Director of QUA. “We designed each piece to reflect the complexities of power—whether it’s calm resilience or fierce determination. Collaborating with these game changers, who have shattered societal expectations, was an organic way to express that fashion can and should be about more than just aesthetics.”
By collaborating with female cricketers, QUA not only breaks ground by merging fashion and sports but also challenges traditional ideas of who can be fashion icons. The campaign marks a cultural moment, where fashion meets empowerment, and where sport becomes a medium for redefining style and strength.
“Modern Heroine” is set to launch ahead of the T20 World Cup 2024, further cementing the collaboration’s relevance and tapping into the excitement surrounding women’s cricket.
