Arvind Unveils New AD Denim Collection With Raghav Juyal Campaign
Arvind Limited, one of India’s pioneers in denim, has unveiled its latest AD Denim collection, along with a new campaign featuring actor and youth icon Raghav Juyal. With more than five decades of denim expertise, Arvind continues to build on its legacy through fabric innovation, contemporary fits, finishes and craftsmanship.
The new AW’26 collection introduces a range of new fits and silhouettes designed around everyday comfort and personal expression. Spanning classic indigo tones to contemporary washes and finishes, the collection is positioned to cater to consumers seeking versatility and individuality in their everyday denim.
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.”
The campaign, built around the theme Real Comfort. Real Denim. For the Real You, features Raghav Juyal and celebrates authenticity and individuality. It connects Arvind’s denim heritage with a younger generation that views personal style as an expression of identity rather than a set of rules.
Campaign video link: https://youtu.be/yvh4HAjJGsI?si=9wJgjQmm_7PS54g6
Further extending the denim experience is Arvind Denim Lab (ADL), a custom-made denim offering that allows consumers to create personalised pairs. Customers can select from premium denim fabrics, including select fabrics sourced from Italy and Japan, and customise their jeans across fabric, fit, washes, finishes and detailing.
ADL also provides custom measurements and personalisation options including leather patches, buttons, rivets, zodiac details and monograms, giving consumers greater control over the final product.
With AD Denim, Raghav Juyal and Arvind Denim Lab, Arvind is combining its denim heritage with contemporary design, craftsmanship and personalisation to create a more individualised denim experience for the modern Indian consumer.
