Let’s be real: the fashion industry is packed with influencers launching their own brands, but not all of them hit the mark. However, Underneat by Kusha Kapila? It’s different. It’s more than just another influencer venture—it’s a game-changer. What sets Underneat apart in 2025 is not just Kusha’s massive online presence, but her undeniable ability to connect with her audience in a way that feels authentic, fresh, and personal.
The truth is, influencer-led brands can easily fall into the trap of simply capitalizing on popularity. And many do. But Underneat is a brand that actually matters—it feels real, it feels personal, and it genuinely speaks to the community it serves. So, how did Kusha Kapila manage to build a brand that feels less like a business and more like an extension of herself? Let’s dive in.
Authenticity First: Kusha’s Real Connection With Her Audience
Here’s the thing about Kusha Kapila—she’s been real from day one. Whether she’s sharing hilarious skits or candid moments on her social media, Kusha doesn’t try to fit into any mold. She’s unapologetically herself, and that authenticity has earned her a fiercely loyal fanbase. Underneat isn’t a glossy, picture-perfect brand with unrealistic beauty standards. It’s for the real, everyday person who wants to feel comfortable in their own skin, while still looking fabulous. There’s a refreshing lack of pretense here. Kusha’s style has always been about embracing imperfections, and that’s reflected in every piece she puts out.
When Kusha introduced Underneat, she wasn’t just creating clothes—she was building a movement. A movement that says, “I don’t need to fit in; I just need to be me.” And it’s this core philosophy that makes the brand so magnetic.
The Power of Community: Why Underneat Feels Like Home
Kusha’s success lies in the power of community. She didn’t just launch a brand and expect it to work. She took the time to understand her audience’s needs and desires. Underneat wasn’t built on a generic market study—it was built on direct conversations with followers. Every collection, every design, every campaign feels like a collaboration between Kusha and her community. What sets Underneat apart from other influencer-led brands is how Kusha engages her audience. From polls on Instagram to interactive Q&A sessions, her fans have always been a part of the journey. This isn’t a top-down brand; it’s a collaborative effort that places the community at the heart of it all. When you buy a piece from Underneat, you’re not just buying a product—you’re buying into an experience, a relationship.
Design with a Purpose: Fashion That Speaks to Everyone
Let’s talk about the clothes, shall we? One of the most striking things about Underneat is the inclusivity it promotes. The designs aren’t just for one body type, one skin tone, or one personality. They’re made to be worn by anyone and everyone who wants to embrace their individuality. Whether it’s oversized tees, structured dresses, or quirky accessories, the pieces are made for comfort and expression. Unlike many influencer-led fashion brands that play it safe, Underneat pushes boundaries. It’s not about keeping up with trends—it’s about setting new ones. Kusha’s designs have a sense of playfulness, wit, and edge, just like her online persona. But they’re also deeply reflective of the fact that fashion isn’t about conforming to standards—it’s about breaking free and celebrating yourself.
From Social Media Star to Entrepreneur: Kusha’s Business Savvy
Let’s be honest: a lot of influencers launch brands, but only a few manage to make them sustainable. Kusha isn’t just playing the influencer game—she’s playing the long game. Underneat is a brand built on the foundation of Kusha’s personality, but it’s also been strategically crafted to stand the test of time. She’s not just creating for today—she’s setting up for the future. The transparency with which Kusha operates her brand is also refreshing. From behind-the-scenes sneak peeks to real-time updates on product development, Kusha invites her followers into every stage of the process. She doesn’t shy away from discussing the ups and downs of entrepreneurship, giving a more human, grounded face to the brand. What’s even more impressive is her ability to pivot when necessary. When Underneat was initially launched, Kusha took direct feedback from her community to tweak designs, adjust sizing, and even improve delivery times. She listened—and that’s something not every influencer-turned-entrepreneur is willing to do.
The Future of Underneat: Big Things Are Coming
If you thought Underneat was just another influencer brand, think again. Underneat is paving the way for a new kind of fashion brand—one that’s built on community, authenticity, and inclusivity. In 2025, we’re seeing a shift in how brands are created. It’s no longer about what’s trending or what’s on the runway—it’s about what resonates with people, what feels real, and what makes them feel seen. And as Kusha continues to evolve as a businesswoman and influencer, it’s clear that Underneat will continue to evolve with her. From expanding product lines to diving into more collaborations, the future for this brand looks incredibly bright. So, what’s the takeaway here? If you’re an influencer with an idea, don’t just launch another brand—build something that reflects your values, speaks to your audience, and empowers them. Underneat is proof that when done right, an influencer-led brand isn’t just a business—it’s a movement.
