Wacoal Seals Bollywood Star Rakul Preet Singh’s Endorsement

Japanese lingerie brand Wacoal has made Bollywood star Rakul Preet Singh its latest celebrity endorsee in India. 

The collaboration, beginning with ‘In Pursuit of Beauty’, the brand’s Autumn/Winter 2026 campaign,   showcases meticulous Japanese craftsmanship and the 36-year-old actor’s style and sensibility, as it focuses on design, fit, comfort and feeling at ease in what you wear.

The campaign film features Singh in a series of expressive moments reflecting different facets of her pursuit of beauty and self-expression, interwoven with glimpses of Wacoal’s craftsmanship.

Pooja Merani, COO, Wacoal India stated, “At Wacoal, beauty is an ongoing pursuit, expressed through the harmony of thoughtful design, refined craftsmanship and exceptional fit.” 

“Rakul embodies this philosophy through her own approach to her craft with grace, discipline and an innate sense of individuality. Her ability to continually evolve while remaining authentic to herself makes her a natural fit for Wacoal. We are delighted to welcome her to the Wacoal family and bring the philosophy of ‘In Pursuit of Beauty’ to life through this association.”

Rakul Preet Singh, added, “I’ve always believed that the best version of you is the one you’re still working on. Wacoal approaches lingerie the same way, with so much thought and care going into every detail. When something fits you that well, you stop thinking about it and just get on with your day. I’m thrilled to be part of the Wacoal family.”

 According to ASN data, Wacoal has invested almost US$1.5m in the Asian sponsorship market since Q124, with a quarterly average investment of  US$124k during this period. However, its spends have plummeted to zero since Q226. The brand’s main partnerships are in Japan; namely a US$986k deal with J-League team Kyoto Sanga, and a series of deals with the Kyoto Marathon (US$380k for 2024 title sponsorship and US$139k official partnership).