Arvind Limited has launched its AW’26 AD Denim collection, accompanied by a campaign featuring actor Raghav Juyal.
The collection introduces new denim fits, fabrics, washes and finishes, with a focus on everyday comfort and different silhouettes. The campaign is built around the theme ‘Real Comfort. Real Denim. For the Real You.’ The campaign featuring Juyal focuses on individuality and personal style, connecting Arvind’s denim heritage with younger consumers.
Commenting on the launch, Pranav Dave, Chief Business Officer – Retail, Arvind Limited, 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.”
Arvind is also promoting its Arvind Denim Lab (ADL) custom-made denim service, where consumers can personalise jeans across fabric, fit, washes, finishes and detailing. The service includes selected Italian and Japanese fabrics, custom measurements and options such as leather patches, buttons, rivets, zodiac details and monograms. The launch combines Arvind’s denim manufacturing expertise with product customisation and a focus on contemporary fits for the Indian market.
