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Lee® onboards Sara Ali Khan as its brand ambassador in India

Launches new brand campaign


Iconic denim brand Lee® today announced that it has onboarded Sara Ali Khan as its brand ambassador in India. It has also launched a new brand campaign titled “Lee: Home of the Real Denim” that aims to enhance Lee’s reputation as the preferred denim brand for young audience. 

Lee®, the legendary denim brand has maintained its strong connect with the millennials and Gen Z. Today, it is synonymous with denim and serves as both a symbol of globalization and a youthful spirit. Ever since 1889, Lee® has always stood for its pioneering spirit and innovation, such as the world’s first-ever zip fly jeans – 101Z in 1927, iconic ‘Hair-on-hide’ leather label and ‘Lazy S’ back pocket stitching. The legendary denim brand has thus transformed from a practical-and-durable-workwear maker to a contemporary-and-trendy fashion giant.

Denim never goes out of style and through the two ad films, Lee highlights the narrative “If it’s not Lee, it’s not Denim”. The campaign focuses on holistic and self-deprecating humour with stylish, fun and modern women in the forefront. Sara making an entrance embodying fashion police and donning the ever-so-easy and comfortable denims from Lee makes the audience question their fashion choices and make a mental note to switch over to Lee. Sara, with her magnetic presence, brings the films the required flavour and attitude.

Here’s the link to the first film that will go live on Facebook, Instagram, YouTube and Google apart from OTT platforms on 10th December 2023. The first film will run for a month and the second film will go live in January 2024.

Commenting on the campaign, Nitin ChhabraCEOace turtle said, “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. 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.”

Expressing her excitement, 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. It’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time.”

ace turtle is the exclusive licensee of Lee® in India and other South Asian markets. Lee® is currently available at exclusive brand outlets and leading departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro among others. The legendary global denim brand is also available online at its dedicated webstore along with popular online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.

About Lee®

Lee, a Kontoor Brands (NYSE: KTB) brand, is an iconic American denim and casual apparel brand. Lee’s collections include a uniquely styled range of jeans, pants, shirts, shorts and jackets. Founded by H.D. Lee and backed by over 130 years of purposeful design and craftsmanship, Lee’s movement-inspired innovations, versatile styling and superior fit continue to inspire generations of brand loyalists.

About ace turtle

ace turtle, new India’s leading tech-native retail company is spearheading the retail industry’s next phase of transformation. The company is vertically integrated from design, local manufacturing and marketing to reach consumers directly. ace turtle is powered by its proprietary technology which uses data science from design to fulfilment to meet ever-evolving consumer expectations. Bengaluru and Singapore-based ace turtle is the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys“R”Us®, Babies“R”Us® and Dockers® for India and other South Asian markets.

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