Arvind Limited, one of India’s pioneers in denim, has unveiled its latest AD Denim collection, accompanied by a new campaign featuring actor and youth icon Raghav Juyal. Building on more than five decades of denim expertise, the company continues to strengthen its position in the category through fabric innovation, craftsmanship, contemporary fits and distinctive finishes.
From the House of Arvind, AD Denim brings the brand’s denim heritage to a new generation with a focus on premium fabrics, comfort, versatility and contemporary silhouettes. The new collection is designed for consumers seeking everyday denim that combines personal style with ease and functionality.
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.”
AD Denim AW’26 Collection Focuses on Comfort and Personal Style
The new AW’26 AD Denim collection introduces a range of fits and silhouettes designed around everyday comfort and individual expression. The collection spans classic indigo tones alongside contemporary washes and finishes, highlighting denim’s versatility as an everyday wardrobe essential.
With a focus on evolving consumer preferences, the collection brings together Arvind’s technical denim expertise with modern aesthetics, allowing consumers to explore different silhouettes and finishes that complement their individual style.
Raghav Juyal Fronts AD Denim’s New Campaign
The launch is supported by a campaign built around the thought “Real Comfort. Real Denim. For the Real You.” Featuring Raghav Juyal, the campaign focuses on authenticity, individuality and self-expression.
The campaign connects Arvind’s longstanding denim heritage with a younger generation of consumers who increasingly view personal style as an expression of identity rather than something defined by conventional rules.
Campaign video: Watch the AD Denim campaign featuring Raghav Juyal
Arvind Denim Lab Offers Custom-Made Denim Experience
Further extending the denim offering is Arvind Denim Lab (ADL), a custom-made denim experience that allows consumers to create personalised denim according to their individual preferences.
At Arvind Denim Lab, consumers can explore premium denim fabrics, including select fabrics sourced from Italy and Japan, and customise multiple aspects of their denim, including fabric, fit, washes, finishes and detailing.
The experience also includes custom measurements and personalisation options such as leather patches, buttons, rivets, zodiac details and monograms. This approach allows consumers to move beyond selecting an existing pair of jeans and instead participate in creating a denim piece tailored to their preferences.
Arvind Builds on Its Denim Heritage
With the launch of AD Denim, the new Raghav Juyal-led campaign and the personalised experience offered through Arvind Denim Lab, Arvind is bringing together its denim heritage with contemporary design, craftsmanship and consumer-led personalisation.
The latest collection reflects the company’s continued focus on evolving denim for the modern Indian consumer while retaining the fabric expertise and craftsmanship that have shaped Arvind’s presence in the denim industry for more than five decades.
