British casual wear brand Superdry has launched a new campaign for its denim collection with brand ambassador and Bollywood celebrity Kartik Aaryan, who stars in a fashion film for the label.
“We are thrilled to be launching our second Denim collection with renowned actor and brand ambassador, Kartik Aryan,” said Superdry’s chief marketing officer Justin Lodge in a press release on May 23. “The collection takes inspiration from both the seventies and Y2K era to offer a trend-led range of denim that caters to various fits. Kartik’s style and fan base speak to the Gen-Z consumer that the brand is highly focused on targeting.”
The new collection features a range of denim washes and cuts for both men and women and has gone live on Superdry’s India e-commerce store and in its exclusive brand outlets across the country. Aaryan’s campaign sees the actor star alongside a cast of models who take part in activities including going to the cinema, riding a motorbike, and frolicking with friends to show both the durability of the denim and its youthful appeal.
“I like to keep a balance of adventure while maintaining a carefree personality,” said Aaryan in a press release. “The new Superdry collection fits perfectly with my busy schedule and casual vibe. It is all about denims that feature not only different styles but also comfort that lets you ‘Be’ all day.”
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