NEWME has collaborated with actress Anushka Sen with its first-ever co-designed collection – WorkSenIty. With this launch, the brand has also kicked off a larger campaign, #StaySenAtWork, spotlighting individuality, ambition, and self-expression at work, on your own terms. The brand film highlighted individuality and ambition through a fresh lens starring Anushka Sen; ditching outdated ideas of formalwear for something far more dynamic and real.
As per the brand, Sen and NEWME have co-created a collection to empower Gen Z women at the workplace. Gen Z is getting into the workforce now and a majority of new employees in the next 2-3 years will be Gen Z. Created for the 9 to 5, the NEWME X Anushka Sen #WORKSENITY line features over 500 new styles from power co-ords and oversized blazers to elevated basics, wide-leg trousers, and soft tailoring in muted tones and pastel hues.
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“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, NEWME. “With 14+ experience stores and one of the fastest delivery models in the country, we’ve built a brand that mirrors the mindset and momentum of this generation. WorkSenity is our way of evolving with them – showing up as they step into their first jobs, internships, startups, shoots, and side hustles, with the same individuality and self-expression they bring to every part of life.”
He further added, “Collaborating with Anushka Sen – someone who naturally embodies the creativity, confidence, and ambition of Gen Z – felt like the right way to bring this vision to life. Her hands-on involvement, from concept to styling, brought an energy and authenticity to the collection that we believe will really connect with our audience.”
“I’ve always admired NEWME for how boldly it celebrates Gen Z style, so getting to partner with one of my favorite brands- this time as Creative CEO- has been such a special journey,” said Anushka Sen. “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. 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,” she added.
