Zouk appoints Kriti Sanon as brand ambassador

Accessories and lifestyle brand Zouk has named Bollywood celebrity Kriti Sanon as its brand ambassador. Sanon’s appointment will help the label to connect with shoppers across India as it aims to bring Indian heritage to the modern consumer. 

“This just in: Kriti Sanon has joined the Zouk family as our brand ambassador,” announced Zouk on Facebook. “Kriti has always been the true embodiment of the modern Indian woman– someone who values her roots and embraces contemporary trends in equal measure. Her love for Indian craftsmanship and relatable elegance aligns perfectly with our vision of creating stylish, functional, and thoughtfully designed bags.”

Zouk launched in 2015 as a direct to customer accessories label and today counts over seven lakh customers across the country and works with over 1,000 artisans. Zouk’s bags are cruelty free and PETA approved and the brand’s handbags, accessories, and luggage are made in India, according to its e-commerce store. 

“Zouk’s approach to design instantly resonated with me,” said Sanon about the partnership, India Retailing Reported. “I love brands that tell a story, and Zouk does that effortlessly. I am excited to be part of this journey and represent a brand that truly celebrates contemporary Indian fashion.”