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Enamor from Modenik Lifestyle has appointed Taapsee Pannu as its brand ambassador. The association introduces a refreshed brand direction focused on self expression comfort and confidence rather than traditional aspirational positioning.
As part of the campaign the brand has launched a digital film featuring Taapsee Pannu in everyday settings highlighting lingerie as a “first layer of confidence.” The campaign aims to strengthen Enamor’s connection with modern consumers seeking comfort driven fashion choices.
The company has also introduced a new bamboo cotton collection designed for enhanced comfort and functionality. According to the brand the fabric offers improved softness absorbency breathability sweat wicking antimicrobial protection and hypoallergenic benefits to support all day wearability.
Commenting on the campaign, Shekhar Tewari, Chief Executive Officer and Executive Director – Modenik Lifestyle (Enamor, Dixcy Scott, Slimz and Levi’s Essentials), said, “At Enamor, we don’t follow the category; we lead with thought leadership and disrupt with boldness. As a brand, we are enabling women to own their space, and their narratives, unapologetically. Our latest bamboo fabric is one such innovation. It is not just a fabric upgrade; it is a statement that comfort and confidence can coexist without compromise. We’re honored to have Taapsee with us as we step into this next phase of our brand journey. This is the future of fashion lingerie and we’re proud to lead this shift with an icon like her, one thoughtful design, at a time."
Speaking on the association, Pannu said, “For years, I was told by people around me to present a version of myself that was polished, pleasing, and predictable. But I could only be me, the way I am. When Enamor approached me for this campaign, it simply felt like a match made in heaven. ‘Unapologetic As I Am’ isn’t just a message – it’s a bold declaration. Wearing this Bamboo collection felt like a second skin. I hope every woman who witnesses this campaign film gives herself the permission to simply be, without an apology.”
The bamboo cotton collection from Enamor is available on the brand’s official website along with select direct to consumer platforms and offline retail networks including exclusive brand stores multi brand outlets and large format retail chains.
Enamor operates as part of Modenik Lifestyle which was formed through the merger of Dixcy Textiles and Gokaldas Intimatewear and is backed by Advent International. The company offers a wide portfolio of premium innerwear products through both online and offline channels.
