Lee names Sara Ali Khan as India brand ambassador

Denim and casual wear brand Lee has named Bollywood celebrity Sara Ali Khan as its new brand ambassador for the Indian market. The US-based brand has also launched a new campaign titled ‘Lee: Home of the Real Denim’ to increase brand awareness in the country. 

“We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India,” said Ace Turtle’s CEO Nitin Chhabra in a press release on December 8. “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. 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. We aim to significantly grow Lee’s business in India by the end of the current fiscal year.”
 
Lee will launch a film with Sara Ali Khan on Facebook, Instagram, YouTube, and Google on December 10 to kickstart her brand ambassadorship. The film will run across multiple platforms for a month then a second instalment 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. 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.”
 
Fashion retail business Ace Turtle is the exclusive licensee of Lee in India and other South Asian markets. Lee was established in 1889 and today 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.