Arvind’s Primanté Luxury Fabrics launches first campaign with Lakshyaraj Singh Mewar

Textiles and apparel business Arvind Limited’s premium label Primanté Luxury Fabrics has launched its first campaign featuring brand ambassador Lakshyaraj Singh Mewar of Udaipur titled ‘Own Your Legacy, Own The Moment’.

“Arvind Limited, a leading integrated solutions provider in textiles with robust fibre-to-fashion capabilities, is thrilled to announce its first campaign featuring His Highness Dr. Lakshyaraj Singh Mewar of Udaipur as the brand ambassador for Primanté, the company’s premium suiting and shirting brand,” announced the business in a press release. “The campaign, titled ‘Own Your Legacy, Own The Moment’ celebrates the timeless elegance and sophistication that Primanté fabrics bring to the modern wardrobe.”
 
Arvind’s Primanté Collection is designed to showcase the business’ commitment to quality, innovation, and craftsmanship, according to the label. By collaborating with Lakshyaraj Singh Mewar, Primanté aims to highlight its links to Indian heritage, especially the country’s royal past.
 
The campaign places Lakshyaraj Singh Mewar in a variety of settings including inside his family’s palace and by a vintage automobile. Showcasing Primanté’s suiting fabrics against a royal backdrop is designed to highlight their links to regal traditions. The latest Primamté collection retails in The Arvind Store outlets in India as well as in numerous multi-brand stores across India.