Arvind has launched its latest AD Denim collection for AW26, along with a new campaign featuring actor Raghav Juyal. The collection brings together the company’s denim expertise with updated fits, fabrics and finishes aimed at younger consumers.
The new collection includes a range of silhouettes designed for everyday wear, spanning classic indigo, contemporary washes and different finishes. The campaign is built around the idea of Real Comfort. Real Denim. For the Real You, focuses on personal style and individuality, with Juyal as its face.
Arvind is also highlighting its Arvind Denim Lab, or ADL, a custom denim service that allows consumers to personalise their jeans. Customers can choose from different fabrics, fits, washes, finishes and detailing, with options including fabrics sourced from Italy and Japan.
The service also offers custom measurements and additional personalisation such as leather patches, buttons, rivets, zodiac details and monograms.
Through the new AD Denim collection and ADL, Arvind is combining its longstanding denim business with customisation and contemporary styling to cater to changing consumer preferences.
Watch the campaign
Commenting on the launch, Pranav Dave, Chief Business Officer (CBO), Retail, Arvind, said, “Arvind’s relationship with denim goes back decades, and our expertise has always been rooted in our ability to innovate across fabric, fit, finish and craftsmanship. With AD Denim and our campaign featuring Raghav Juyal, we are bringing this legacy to a new generation in a way that feels contemporary and authentic. Through Arvind Denim Lab, consumers can take this journey a step further from choosing denim to creating denim that is truly their own.”
