Brands
Ajio and Asos bring a summer of style sizzler to LFW, with cinema royalty in tow
MUMBAI: Reliance Industries’ online luxe and fashion platform Ajio teamed up with Asos, the online fashion behemoth, to deliver a right proper Summer of Style at Lakmé Fashion Week. And, darling, it was a corker. The collaboration, exclusively available on Ajio in India, brought Asos’s latest transition line to the runway, proving that global fashion can indeed have a desi twist.
The show, a veritable feast for the eyes, showcased an eclectic mix of shirts, trousers, skirts, dresses, and co-ord sets, all designed with a breezy, contemporary aesthetic. Hindi cinema’s own Tara Sutaria and Veer Pahariya strutted their stuff as showstoppers, embodying Asos bold yet relaxed vibe.
“Fashion’s about confidence, innit?” said Tara Sutaria, “and Asos nails it. Walking for LFW is always a thrill, and this year’s summer of style with Ajio was no exception.”
Veer Pahariya echoed the sentiment, adding, “Asos has always pushed the boundaries of fashion, and this collection is no different. Walking for A Summer of Style was a thrilling experience, and I can’t wait for more people to discover these looks on Ajio.”
The Asos transition line, presented in three distinct collections, catered to every sartorial whim:
* Botanical Garden/Resort: Think breezy, nature-inspired looks perfect for escaping the city’s stuffiness.
* Pastel Stories: Dreamy, soft hues for those who prefer a touch of effortless elegance
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* Monochrome: A bold black-and-white affair for the modern minimalist who likes things sharp.
“We’re proud to bits to bring Asos’ latest collection to India,” said Ajio CEO Vineeth Nair. “We’re all about bringing global fashion to Indian consumers, and this collaboration nails that.”
Asos managing director wholesale Michelle Wilson added, “India’s a right exciting market for us, and our partnership with Ajio has helped us reach a growing audience of fashion-forward types. The response has been smashing.”
Following the runway spectacle, Ajio and Asos hosted a swanky stakeholder event, giving industry bigwigs a sneak peek at the collection. It was a right royal knees-up, and a testament to the power of fashion to bring people together.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
