Rupanshi Agarwal & Divya Agarwal
CEO and Co-founder & Creative Director QUA
Each piece in our collection is designed to empower women
QUA is a contemporary women’s fashion brand that redefines power dressing with versatile and stylish pieces designed for the modern, ambitious woman. Named after the Arabic word for power, QUA empowers women to express their individuality and confidence through thoughtfully crafted designs, premium quality fabrics, and a commitment to ethical sourcing. The brand blends classic styles with modern silhouettes, offering trans-seasonal wear that supports a multifaceted lifestyle. Speaking to Fibre2Fashion, CEO and Co-founder Rupanshi Agarwal and Creative Director Divya Agarwal discuss clothing that feels good to wear throughout the day and enhances the confidence of women.
QUA is known for its emphasis on “effortless fashion for the modern woman.” Can you tell us more about how this vision shaped the founding of the brand?
The founding of QUA was driven by the belief that modern women deserve a wardrobe that reflects the dynamic, multifaceted roles they play in their lives. The idea of ‘effortless fashion’ was born from the need to provide women with garments that combine style, comfort, and versatility. We wanted to create pieces that women could wear with confidence—whether in the boardroom, at a social event, or while travelling. This vision has guided our design ethos from the beginning, focusing on minimalist yet powerful designs that feel easy to wear but make a strong statement. The concept of modern armour—clothing that enhances confidence while allowing freedom of movement—has been integral to shaping the brand
Your designs seem to balance professionalism and comfort. How do you approach creating collections that resonate with working women while maintaining elegance and style?
Our design approach is rooted in understanding the lifestyle of the modern working woman. She needs garments that can transition effortlessly from formal meetings to after-hours events, all while maintaining a polished appearance. We focus on clean lines, tailored fits, and breathable, high-quality fabrics that allow for comfort without sacrificing elegance. Each piece in our collection is designed to empower women by combining functionality—like stretch materials and wrinkle-resistant fabrics—with timeless aesthetics. We aim to provide clothing that not only looks professional but feels good to wear throughout the day, allowing women to perform at their best.
How do you ensure that your collections stand out in the competitive fashion market?
In a crowded fashion market, our focus on clean, minimalistic designs allows us to stand out through attention to detail and craftsmanship. We believe that simplicity, when done right, can be incredibly powerful. Our design process emphasises fine tailoring, high-quality fabrics, and thoughtful details like asymmetrical cuts and unique textures that add depth to each piece. While our aesthetic may be minimalistic, it is these subtle design elements that create a distinctive identity for QUA, allowing women to feel both elegant and empowered. By focusing on quality and versatility, we ensure our collections remain relevant and impactful.
QUA highlights inclusivity in fashion. How do you cater to diverse body types and preferences while maintaining the brand’s distinct aesthetic?
Inclusivity has always been central to our brand ethos. We believe that every woman, regardless of her body type, should feel empowered and confident in her clothing. To achieve this, we offer a wide range of sizes and ensure that our designs are flattering across different body shapes. Our pieces are designed with adjustability in mind—whether through belts, stretch fabrics, or structured silhouettes that accentuate various figures. While we maintain a clean and minimal aesthetic, we are careful to consider how different fabrics and cuts will work for different body types, ensuring every woman feels included.
What role does customer feedback play in your design process? Can you share an example of how feedback has influenced a collection or product line?
Customer feedback is invaluable to our design process. It helps us understand what women need and want from their wardrobe, guiding us to create pieces that resonate with their lifestyles. For example, after receiving feedback about the need for more versatile pieces that could transition from day to night, we introduced a range of multi-functional garments. Our trench coats, for instance, are now designed with removable layers that allow for different styling options, catering to women who seek both practicality and style. This kind of direct input helps us continuously refine our offerings to better meet the needs of our audience.
Fashion retail has faced significant disruptions in recent years, particularly with the rise of e-commerce. How has QUA adapted to these shifts, and what future trends do you anticipate?
QUA has embraced the rise of e-commerce by developing a robust digital presence and optimising the online shopping experience for our customers. From virtual styling sessions to personalised recommendations, we have leveraged technology to connect with our audience in meaningful ways. We anticipate that the future of fashion will continue to trend towards convenience, with technologies like AI-driven personalisation and virtual try-ons becoming more mainstream. We are also seeing a shift towards sustainability and transparency in production processes, which we believe will drive consumer demand in the coming years. QUA is committed to staying ahead of these trends, ensuring that we adapt while maintaining our core values.
QUA’s brand identity focuses on timelessness. How do you balance staying current with fashion trends while adhering to your core principle of timeless designs?
While trends come and go, we believe that timelessness is about creating designs that transcend seasons. We pay close attention to current trends, but we approach them through the lens of longevity. Rather than focusing on fleeting fashion statements, we incorporate modern elements—like innovative fabrics or updated silhouettes—into classic designs that have staying power. This allows us to stay current while remaining true to our core principle of creating garments that women can wear year after year. Our goal is to create a wardrobe that evolves with the wearer, not just the latest fashion cycles.
Can you discuss any collaborations or partnerships that have helped QUA expand its presence or offer something unique to your customers?
Our recent collaboration with four prominent female cricketers for the ‘Modern Heroine’ campaign is a great example of how partnerships have helped us expand our presence. By aligning with athletes like Shafali Verma and Jemimah Rodrigues, who embody the same strength and resilience that QUA stands for, we have been able to connect with a broader audience. This partnership allowed us to create a narrative that blends fashion with empowerment, resonating with women who appreciate both athleticism and elegance. These types of collaborations help us stand out and offer unique stories that resonate with our customers.
The fashion industry has seen a growing demand for sustainable and eco-friendly practices. How do you see this trend shaping the future of fashion, and what innovations are you most excited about?
The shift towards sustainability is not only a trend but a necessity for the future of fashion. Consumers are becoming increasingly conscious of their choices, demanding transparency and responsibility from the brands they support. We see this as an opportunity for innovation, particularly in fabric development and production practices. We are excited about advancements in biodegradable materials, recycled fabrics, and zero-waste manufacturing processes—all of which have the potential to redefine how fashion is created and consumed. As these innovations become more mainstream, we believe they will set new standards for the industry, encouraging more brands to adopt eco-friendly practices.
With digital platforms and e-commerce becoming more dominant, how do you think brick-and-mortar stores will evolve in the coming years to stay relevant in the fashion retail landscape?
Brick-and-mortar stores are evolving into experiential spaces where customers can engage with the brand in ways that go beyond traditional retail. We believe that physical stores will become destinations for immersive brand experiences, offering personalised styling, exclusive collections, and interactive elements that enhance the shopping experience. These spaces will also serve as showrooms where customers can try on pieces before making online purchases, blending the convenience of e-commerce with the tactile experience of in-store shopping. As digital and physical retail continue to converge, we see stores playing a crucial role in reinforcing brand identity and building deeper customer relationships.
Interviewer: Shilpi Panjabi
Published on: 23/10/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
