QUA Partners with Top Female Cricketers for "Modern Heroine" Campaign

QUA, the pioneering women’s power-dressing brand, has unveiled its bold new Pre-Fall 2024 campaign, "Modern Heroine." The campaign features four of India’s most dynamic and inspiring female cricketers—Jemimah Rodrigues, Shafali Verma, Shreyanka Patil, and Radha Yadav. This innovative campaign is the first of its kind, blending high fashion with the spirit of sports to celebrate these athletes as modern role models for young women across the country.

"Modern Heroine" represents a powerful fusion of fashion and sport, spotlighting the resilience, strength, and individuality that these cricketers embody. Their journeys, both on and off the field, align with QUA’s mission to redefine what it means to be a role model in today’s world.

“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. 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 honored to partner with these incredible athletes who are redefining what it means to be a heroine in the modern world,” said Rupanshi Agarwal, Co-founder and CEO, QUA.

Divya Agarwal, Co-founder and Creative Director,  QUA shared, “The collection, much like these incredible women, is all about versatility, confidence, and owning your individuality. 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 these trailblazing female cricketers, QUA is not only merging the worlds of fashion and sports but also challenging traditional ideas of who can be considered fashion icons. The campaign marks a cultural moment where empowerment and fashion intersect, demonstrating that sport can be a medium for redefining style and strength.

Set to launch ahead of the T20 World Cup 2024, "Modern Heroine" taps into the excitement surrounding women’s cricket, further solidifying the relevance of this powerful collaboration.