MAM
Arvind unveils new AD Denim collection with Raghav Juyal campaign
New AW’26 range blends denim heritage, comfort and personalised style
NEW DELHI: Arvind is giving its denim legacy a fresh fit with the launch of its latest AD Denim collection for autumn-winter 2026, accompanied by a new campaign featuring actor and youth icon Raghav Juyal.
The new collection brings together more than five decades of Arvind’s denim expertise with contemporary silhouettes, premium fabrics, comfort and versatility. The campaign is built around the thought, “Real Comfort. Real Denim. For the Real You.”
The AW’26 range introduces new fits designed for everyday wear and personal expression. It spans classic indigo alongside contemporary washes and finishes, positioning denim as a versatile wardrobe staple that can reflect individual style.
“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,” said Arvind Limited’s chief business officer, retail, Pranav Dave.
The campaign featuring Juyal focuses on authenticity and individuality, connecting Arvind’s denim heritage with consumers who increasingly see personal style as something to define on their own terms.
The company is also highlighting Arvind Denim Lab, or ADL, its custom-made denim experience that allows consumers to create personalised pairs. Customers can choose from premium denim fabrics, including select fabrics from Italy and Japan, and customise their jeans across fabric, fit, washes, finishes and detailing.
The experience also offers custom measurements and personalisation options including leather patches, buttons, rivets, zodiac details and monograms.
With AD Denim, its Raghav Juyal-led campaign and Arvind Denim Lab, the company is bringing together denim heritage, fabric innovation, craftsmanship and personalisation as it looks to connect with a new generation of consumers.
