National, 20 June 2025: NEWME, India’s most loved fashion-tech brand for Gen Z, has today announced its collaboration with actress and GenZ style icon, Anushka Sen for its campaign #StaySenAtWork — spotlighting GenZs embracing individuality, ambition, and self-expression at work, on their own terms. The campaign is focused on empowering young working women to own their style at work featuring NEWME’s recent workwear line.
At the heart of the campaign is Anushka Sen, not just as the face, but also as the Creative CEO, who has co-curated NEWME’s first-ever workwear collection — WorkSenIty. Shot through a youthful, rebellious lens, the 3 digital ad films feature Anushka taking her new role, navigating her everyday hustle, swapping stiff formals for pieces that allow movement, confidence, and individuality — a clear reflection of what modern work looks like for today’s young women.
As more Gen Z women step into internships, creative gigs, passion projects, and first jobs, #StaySenAtWork is NEWME’s rallying call for Gen Z women to show up at work with ambition, creativity, and personal style. It recognises a real need — more expressive, stylish, and wearable workwear options. It’s time to move away from outdated corporate dressing and towards fashion that’s ambitious, expressive, and unapologetically Gen Z.
“When we started NEWME three years ago, our goal was simple — to make fashion more aspirational, relevant, and boldly expressive for India’s Gen Z women,” said Sumit Jasoria, Co-founder & CEO, NEWME. “With 14+ experience stores and one of the fastest delivery models in the country, we’ve built a brand that mirrors the mindset and momentum of this generation. At latest campaign, #StaySenAtWork is our way of evolving with them — showing up as they step into their first jobs, internships, startups, shoots, and side hustles, with the same individuality and self-expression they bring to every part of life.”
He further added, “Collaborating with Anushka Sen — someone who naturally embodies the creativity, confidence, and ambition of Gen Z – felt like the right way to bring this vision to life. Her hands-on involvement, from concept to styling, brought an energy and authenticity to the collection that we believe will really connect with our audience.”
“I’ve always admired NEWME for how boldly it celebrates Gen Z style, so getting to partner with one of my favorite brands—this time as Creative CEO—has been such a special journey,” said Anushka Sen. “Workwear is often overlooked when it comes to fashion, but it’s such an important space for Gen Z women to feel confident, expressive, and seen. That’s exactly what #StaySenAtWork stands for—bringing your whole self to work, with style that reflects who you really are. I’m so proud to have co-created a collection that helps young women feel powerful and authentic. NEWME’s deep understanding of what Gen Z wants made the process both exciting and seamless”
Created for the 9-to-5, the NEWME X Anushka Sen #WORKSENITY line features over 500 new styles from power co-ords and oversized blazers to elevated basics, wide-leg trousers, and soft tailoring in muted tones and pastel hues. Every piece is designed to balance elegance, confidence, and creative edge — a workwear wardrobe that actually works for GenZ women.
Exclusively available on the NEWME app and website, and across all NEWME experience stores the collection reinforces NEWME’s commitment to accessible, high-impact style. Whether it’s a coffee run between calls or a client pitch on the go, Gen Z now has a wardrobe that works just as hard — and looks even better.
Founded in 2022, NEWME has grown into a cult-favourite brand with a fiercely loyal Gen Z audience. With 14+ experience stores and one of the fastest delivery models in the country, NEWME drops over 500+ trend-first styles each week. The entry into workwear is more than a category launch — it’s a signal that NEWME is growing with its audience, catering to their evolving needs and identities of GenZ
