New Delhi American clothing company Levi’s on Wednesday announced the launch of a collection in association with its global brand ambassador and actress Deepika Padukone.
The collection will be available across Levi’s retail outlets, Levi’s.in and select partner e-commerce platforms starting October 8, the apparel retailer said in a statement.
Padukone was made the global brand ambassador of Levi’s earlier this year. She has since been leading her own campaign focused on a new range of fashion fits from Levi’s.
The latest collection re-imagines Levi’s classics through its range of jeans and denims, while introducing Paducone’s signature favorites such as athleisure pieces, edgy leather pants and oversized shirts, the company said.
The range will include varsity jackets, coordinated sweatsuits, crop-tops and bralettes. It also includes contemporary interpretations of Levi’s denims—with high waist jeans and a cut and sew wide-leg silhouette inspired by the new 70s trend.
“We are absolutely thrilled that Deepika Padukone’s first collaboration as Levi’s brand ambassador is so iconic, yet personal. Levy has always believed in ‘authentic self-expression’ and collaboration is just that. We wanted to work with Deepika because of her style sense and the impact it had on consumers. His understanding of colours, fabrics and silhouettes is unique and highly personal,” said Sanjeev Mohanty, SVP & MD – South Asia, Middle East & Africa, Levies.
The collaboration will also see the introduction of new fabrics, finishes and fits.
Mohanty said, “The introduction of athleisure pieces, faux leather pants, long varsity jackets and even oversized shirts is a way for us to explore unknown textile fields and relate to a new fashion consumer.”
The pandemic has dented consumer fashion in favor of more dressy clothing – including athleisure apparel and casuals as consumers swapped formal trousers for sweatpants.
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