ITV News
Libas launches Gerua workwear brand with AI-led design
100 plus SKUs under Rs 2,500; targets young professionals with online-first range.
MUMBAI: Dressing for the job may soon start with data because Libas is letting AI pick the wardrobe. Libas has entered the workwear segment with the launch of Gerua, an AI-powered brand aimed at India’s growing base of young professionals. The move marks a strategic expansion for the ultra-fast fashion label as it looks to tap into shifting workplace dressing habits.
Gerua debuts as an online-first brand with a catalogue of more than 100 SKUs, spanning button-down shirts, kurta sets and structured suits. The pricing is positioned at the accessible end of the spectrum, with kurtas starting at Rs 499, kurta sets from Rs 999, and the entire range priced below Rs 2,500.
The brand is designed to address a familiar gap workwear that balances comfort, versatility and appropriateness for modern Indian workplaces. With younger employees entering diverse, less formal work environments, the demand for clothing that transitions seamlessly through the day is on the rise.
The launch is supported by a campaign titled “Outfit Sahi Toh Sab Sahi”, fronted by Anya Singh. The films draw on everyday office moments from quiet camaraderie to unexpected workplace situations suggesting that what one wears can subtly shape confidence and presence on the job.
Gerua’s positioning leans heavily on AI-led insights, with Libas aiming to anticipate trends rather than react to them. The approach reflects a broader shift in fashion, where data is increasingly informing design, inventory and consumer targeting.
Available on Libas’ website, app and leading e-commerce platforms, the new brand signals a clear bet, as workplaces evolve, so will wardrobes and increasingly, they will be built as much by algorithms as by aesthetics.
