MAM
Lee launches new denim collection for women designed by Suneet Varma
Mumbai: Iconic denim brand Lee announced the launch of “Denim Beyond Definition”, a signature collection for women that redefines denim elegance. Specially crafted by India’s leading couturier Suneet Varma in collaboration with ace turtle, the exclusive licensee of Lee in India, this eclectic collection is a part of Lee’s strategy to offer a fashion-forward and lifestyle-centric denim experience to its customers.
The collection marks the first time Lee is experimenting with bold styles for its Indian customers. It features captivating elements like gold foil prints, plaid patterns, and metallic riveting. Tailored for a youthful audience, Suneet Varma’s signature style is thoughtfully retained with embellishments, intricate threadwork, and mirror detailing gracing Gen-Z wardrobe essentials such as corsets, bell-bottom jeans, and maxi skirts. This collection stands as a testament to the boundless nature of denim, symbolizing a contemporary and transformative narrative in the world of fashion.
Sharing his perspective, Suneet Varma said “For me ‘Denim beyond definition’ has been an exciting journey of pushing the boundaries of denim fashion. Beyond the challenges inherent in molding denim and merging it with Indian couture, I viewed it as a tremendous opportunity to do something new. It goes beyond the conventional, offering a unique blend of elegance and comfort. This collection is an ode to those who carve their own path in the world of fashion, and I’m thrilled to bring this fusion to Lee’s customers in India.”
Commenting on the collaboration, ace turtle CEO Nitin Chhabra said, “We take pride in introducing trendsetting collaborations that redefine the fashion landscape in India. ‘Denim beyond definition’ by Suneet Varma aptly captures this essence and is a testament to our commitment to offering innovative and stylish experiences to our customers. This fusion of denim and Indian couture encourages individuality and is a bold step into the world of fashion and lifestyle. We look forward to launching more such exciting collaborations for our customers in India.”
The collection seamlessly blends the casual comfort of denim with the glamour and sophistication of fashion. From statement-making jeans to elegant denim dresses and chic separates, it encapsulates the perfect fusion of contemporary style and timeless elegance. With a rich heritage in denim craftsmanship, Lee stands as a symbol of durability and style, now reimagined through the creative lens of Suneet Varma. Customers can buy the collection at select Lee stores across India and on www.lee.in.
ace turtle is the exclusive licensee of Lee in India and other South Asian markets. Lee is currently available at exclusive brand outlets and leading departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro among others. The legendary global denim brand is also available online at its dedicated webstore www.lee.in along with popular online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
