Denim brand Lee launched its collaborative clothing line with designer and couturier Suneet Varma in stores across India on August 26. The label has also collaborated with Bollywood celebrity Sara Ali Khan for a pan-India media campaign to promote the ‘Lee x Suneet Varma’ line.
“We are excited to bring trendsetting partnerships and amazing products that redefine the fashion scene in India,” said Ace Turtle’s CEO Nitin Chhabra in a press release. “The Lee x Suneet Varma collection perfectly embodies this vision, showcasing our dedication to offering innovative and stylish experiences. This blend of denim and Indian couture celebrates individuality and marks a bold move into the fashion and lifestyle arena. We’re working to bring more such innovative and stylish products for our customers in India.”
The Lee x Suneet Varma collection is now available in Lee’s brick-and-mortar stores in India as well as in Shoppers Stop department stores and online with both Lee and Tata Cliq Luxury. Ace Turtle has rolled out the launch as the exclusive licensee of Lee in India to engage shoppers with a fusion style take on classic denim.
“I’m thrilled to collaborate with Lee on this groundbreaking collection that transcends traditional denim,” said designer Suneet Varma. “With ‘Denim beyond Definition,’ we’ve combined Lee’s iconic craftsmanship with my couture aesthetics to create pieces that are both stylish and versatile. This collection celebrates individuality and offers a fresh take on denim fashion in India.”
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