AI-led design meets everyday office wear as Libas expands into workwear with Gerua, targeting young professionals through a digital-first strategy and confidence-led campaign
Libas has introduced Gerua, an AI-powered workwear label aimed at young professionals, marking its entry into a category seeing rising demand for functional yet stylish office wear.
Fronted by actor Anya Singh, the campaign “Outfit Sahi Toh Sab Sahi” plays out through short films that capture everyday workplace situations, highlighting how clothing choices can influence confidence and presence in professional settings.
The move reflects Libas’ attempt to blend technology with design, with Gerua’s collections shaped using AI-driven insights to track shifting preferences among early-career consumers. The brand is positioning itself around comfort, versatility and ease—key factors increasingly shaping workwear choices.
“As more young professionals enter the workforce, workwear expectations are evolving quickly. Gerua is our response to this shift, combining data-driven insights with contemporary design,” said Nisha Khatri, Head of Marketing at Libas, adding that the campaign focuses on “everyday workplace moments where the right outfit can subtly influence confidence.”
Anya Singh said the collection aligns with the “energy of young professionals,” describing it as geared towards effortless dressing that still looks “confident, polished and put together.”
Gerua’s offering includes shirts, kurta sets and suits in breathable fabrics, designed for all-day wear and transitions beyond office hours. The label will follow an online-first approach and is available on Libas’ website, app and marketplaces such as Myntra, Amazon and Flipkart.
The development comes as fashion brands increasingly turn to data-led design and faster product cycles, with workwear emerging as a key battleground amid changing workplace norms.
