Mumbai: Go Colors, the women’s bottom wear brand, has entered a new phase of its growth journey with the appointment of Bollywood actor Shraddha Kapoor as its first-ever Brand Ambassador. The move marks a strategic milestone for the brand as it looks to strengthen consumer engagement while reinforcing its positioning as a comfort-first apparel brand.
Over the last decade, Go Colors has established itself as a category pioneer in women’s bottom wear, expanding its retail footprint to over 750 exclusive brand stores across India. Having built its leadership with leggings, the brand has diversified its portfolio to include trousers, denims, cargos, joggers, skirts, palazzos, culottes, athleisure and other bottom wear categories, catering to evolving consumer preferences.
The company said Kapoor’s authenticity, refined style and widespread appeal across generations make her an ideal fit for the brand’s next chapter. The partnership reflects Go Colors’ focus on comfort, confidence and individuality—values that are central to its evolving brand identity.
Coinciding with the announcement, Go Colors has unveiled its new campaign, ‘Life Moves In Your Comfort Zone’, which challenges the conventional belief that growth happens only outside one’s comfort zone. The campaign instead celebrates the confidence, authenticity and freedom that come from feeling comfortable in what one wears, reinforcing the brand’s belief that comfort empowers women to be their most authentic selves.
Commenting on the partnership, Shraddha Kapoor said, “Comfort has always been one of the biggest factors in how I choose what to wear. When you feel comfortable, you feel more like yourself. That’s what drew me to Go Colors. Beyond the incredible variety they offer, I love how every product starts with understanding what women actually want to wear every day. I’m excited to be part of a brand that’s redefining everyday fashion through comfort.”
Speaking on the announcement, Vatsal Koolwal, CMO, Go Colors, said, “This is one of the biggest milestones in Go Colors’ journey. We’ve spent years building leadership in women’s bottom wear, and today we’re entering the next phase of our evolution. Our ambition is to build India’s most loved comfort-first apparel brand, where thoughtful design, superior fit and functional innovation come together to create products women genuinely enjoy wearing every day. Shraddha is the perfect partner for this journey because she embodies authenticity, relatability and effortless confidence – qualities that reflect the brand we’re building.”
The campaign will be rolled out across digital, social media, outdoor, retail and other integrated touchpoints in the coming months, introducing consumers to Go Colors’ evolving brand identity while reaffirming its commitment to making comfort the foundation of everyday style.
