Lee also launches their latest product innovation â€“ Body OptixTM
Lee Jeans, has always been synonymous with innovation in the world fashion scene over the last 128 years. Â As itâ€™s always been, Leeâ€™s history tells a story of constant progress and innovation. Of change. Of standing out over generations. And for the first time in India, the brand has partnered with a celebrity who reflects the same characteristics as that of the brand. In an exclusive media event held at JW Marriot Sahar, Mumbai, Lee Jeans unveiled Jacqueline Fernandez as their brand ambassador! Jacqueline with her optimistic spirit is known to have charted her way into the competitive Bollywood industry, making a mark of her own. An extremely popular personality, especially among the youth as she embodies the energy of todayâ€™s generation. This is reflective in her versatile craft and her curious attitude as she explores new mediums and new formats in the entertainment industry. Hence Lee has signed her up to further re-instate the brandâ€™s own personality.
Jacquelineâ€™s immediate campaign with Lee will showcase their latest product innovation for the Indian Woman â€“ Body OptixTM. Lee Jeans have always been flag bearers of relentless ideation, meeting true-blue craftsmanship. Creating stories in authentic denim, in all shapes, fits and sizes. Where curiosity inspires unique thinking. Pioneering fashion with purposeful designs. And delivering to the world of fashion, denims crafted with over a centuryâ€™s worth of rich heritage; leading to creation of historic styles but with contemporary stitching.
During the event, Jacqueline mentioned that â€œDenims have this soft corner in all our hearts and these pairs are such a great companion of our growing up years. Lee is most definitely a synonym of denim as the brand has been here for over a 128 years because of innovators, ideators and master craftsmen as part of their team,â€ she further continued, â€œSo there was no second thought, I mean who would think twice before signing up with a global Icon like Lee â€“ at least I wouldnâ€™t!â€
At the event, Lee Jeans also unveiled a game changing product innovation designed for the Indian woman – BODY OPTIXâ„¢ denims! Here, traditional denim designs are combined with ground-breaking vision science and design to create holistic body shaping specifically for the Indian female body.
â€œWith BODY OPTIXâ„¢ denims, Lee Jeans is revolutionizing the way denims have been envisioned, created and worn in the world! The primary objective of the brand has always been to bring to the end consumer, denims that are comfortable, easy to wear, yet add that certain X factor for the wearer and enhance their denim-wearing experience, said, Mr. Sharad Walia â€“ General Manager of Lee India.