Lee has enlisted Sara Ali Khan as its brand ambassador in India, as announced on Friday. Concurrently, the brand has introduced a new campaign, “Lee: Home of the Real Denim,” aiming to solidify Lee’s position as the favored denim brand among young audiences.
Sara is set to appear in advertising films showcasing the brand.
“We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India. 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,” said Nitin Chhabra, chief executive officer of Ace Turtle, the exclusive licensee of Lee in India and other South Asian markets.
“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,” Chhabra added.
Speaking about her association with the brand Sara Ali Khan said, “The brand’s rich heritage, coupled with its contemporary edge, resonates with my personal sense of fashion. 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.”
Lee, a brand under Kontoor Brands, stands as an American denim and casual apparel label established by H.D. Lee 130 years ago. In India, Lee products are accessible through exclusive brand outlets and prominent departmental store chains like Lifestyle, Shoppers Stop, Pantaloons, and Centro, among others. Additionally, the denim brand can be conveniently purchased online through its dedicated webstore and major online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq, and Nykaa.
Ace Turtle, headquartered in Bengaluru and Singapore, is a technology-driven retail company holding exclusive licenses for globally recognized brands such as Lee, Wrangler, Toys“R”Us, Babies“R”Us, and Dockers in India and other South Asian markets. Fueled by its proprietary technology, the company leverages data science throughout the entire process, from design to fulfillment, to align with and surpass consumer expectations.