New Delhi : Wacoal, Japan’s leading lingerie brand, has unveiled its new campaign, “The Beauty of Japanese Lingerie,” marking the start of its partnership with actor Rakul Preet Singh as the brand ambassador. Conceptualised by SW Network, the campaign brings the Autumn-Winter 2026 collection to life across film, digital and social.
Launched earlier this week, the campaign film, “In Pursuit of Beauty” talks about being a work in progress, striving to unlock one’s personal best. For a category built on promises, lingerie advertising tends to arrive at a result: the finished look, the transformed silhouette, and so on. Wacoal’s film, on the other hand, keeps conceding that the pursuit of beauty is ongoing, and asks the audience to find that reassuring rather than tentative.
The film acts as a reminder to look for comfort, craftsmanship, and details, and not settle for anything less. This thought is present throughout the film: From balancing a yoga pose and perfecting a dance move to hitting just the right notes on the piano, Rakul Preet Singh takes us on a journey that is the continuous pursuit of evolving into a better version of ourselves. All captured in parallel with extensive Japanese craftsmanship that has continuously evolved for eighty years and counting.
Speaking about the core thought behind the film, Vinit Patil, Creative Director at SW Network, said:
“Everyone makes a campaign about beautiful lingerie. We wanted to make a campaign about the obsession that makes it beautiful and that became our creative starting point. Wacoal has spent 80 years asking what women need, and then asking how it can do better. Because craftsmanship isn’t about getting it right once. It’s about refusing to stop getting it right.”
Talking about the strategic thinking behind the campaign, Himani Mangtani, Business Head – Mumbai, SW Network, said:
“Wacoal caters to a market where the conversation around lingerie is still largely about appearance. Our task was to shift it towards comfort and craftsmanship by translating the brand’s authentic philosophy into a resonant narrative for Indian consumers. Lingerie is a deeply personal purchase where trust and uncompromised fit dictate brand loyalty. The campaign sets a new benchmark for how intimacy and comfort are approached and communicated in this market.”
Summing up SW Network’s partnership with Wacoal, Co-Founder Raghav Bagai said:
“Wacoal came to us with a philosophy rather than a brief, which is the best possible way to begin. We aimed to introduce eighty years of legacy into a new market, and I’m proud of the team for resisting every easy shortcut this category offers, and carrying it forward by focusing on what really speaks to the brand – Japanese craftsmanship. This decision stayed consistent in everything that followed with the campaign.”
The film was produced by BIAS Studios. The shoot brought together two separate worlds—a day in a cosy home and a curated garment-making workshop—filmed independently and intercut, with each pairing matched for rhythm so the film could carry both without a seam.
The integrated campaign marks a major milestone for Wacoal India as it deepens its connection with modern Indian women while expanding its nationwide footprint through craft-led storytelling.
Wacoal transitions the conversation from standard fashion marketing to a deeper celebration of heritage, craftsmanship, and self-care. The pursuit continues, and that is precisely the promise – that there is always something better coming.
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