Arvind Unveils AD Denim Collection with Raghav Juyal-Led Campaign
New AW’26 collection introduces updated denim fits alongside the Arvind Denim Lab customisation experience
Arvind Limited announced the launch of its AD Denim collection, a brand from the House of Arvind, aimed at a new generation of consumers through contemporary silhouettes, premium fabrics, comfort and versatility.
The company stated that its denim business has evolved over more than five decades through developments in fabric innovation, craftsmanship, fits and finishes.
Company statement
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."
AW’26 collection introduces new fits
The AW’26 collection features new fits designed to offer different silhouettes for everyday comfort and personal expression.
The range includes options spanning timeless indigo shades as well as contemporary washes and finishes, reflecting different styling preferences.
Campaign features Raghav Juyal
The campaign is built around the message “Real Comfort. Real Denim. For the Real You.”
Featuring Raghav Juyal, the campaign focuses on authenticity and individuality while connecting Arvind’s denim heritage with consumers seeking personal style.
Campaign video: https://youtu.be/yvh4HAjJGsI?si=9wJgjQmm_7PS54g6
Arvind Denim Lab expands customisation options
Alongside the collection, Arvind continues to offer Arvind Denim Lab (ADL), a custom-made denim experience that allows consumers to create personalised denim products.
Consumers can choose from premium denim fabrics, including selected fabrics from Italy and Japan, and customise fabric, fit, washes, finishes and detailing.
ADL also provides custom measurements along with personalisation features such as leather patches, buttons, rivets, zodiac details and monograms.
Focus on heritage and innovation
With the launch of AD Denim, the campaign featuring Raghav Juyal, and Arvind Denim Lab, the company continues its focus on combining denim heritage, craftsmanship, innovation and personal expression for modern Indian consumers.