Denim wear brand Lee has signed Bollywood actor Sara Ali Khan as its new brand ambassador for the Indian market. 

The brand has also launched a new campaign titled ‘Lee: Home of the Real Denim’ to enhance the Lee brand awareness in India.

Lee will begin a campaign film with Sara Ali Khan on Facebook, Instagram, YouTube, and Google on December 10 to kick start her brand ambassadorship. 

The film will run across multiple platforms for a month then a second installment will be disseminated in January. 

“The brand’s rich heritage, coupled with its contemporary edge, resonates with my personal sense of fashion,” said Sara Ali Khan. 

“I am delighted to be part of Lee’s narrative, embracing its legacy and, more importantly, fuelling a new denim fervour among the vibrant and diverse young consumers of India,” Khan added. 

“It’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time,” she stated.

“We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India,” Nitin Chhabra, CEO at Ace Turtle which is the exclusive licensee of Lee in India said.

“Sara embodies the spirit of Lee with her authenticity and flair. Lee’s legacy extends to over a century combining the heritage of denim with the contemporary ethos of embracing one’s true self,: he also added. 

“We are confident that the campaign will help to build on Lee’s brand equity and help us drive more customers to our retail stores and online channels,” Chhabra observed.

Lee was established in 1889 and retails in India through a mix of exclusive brand outlets and in department store chains such as Lifestyle, Shoppers Stop, Pantaloons, and Centro among others as well as online.

Indian Apparel, Apparel & Textile News