Shraddha Kapoor, a Bollywood starlet and style icon, has been named the first brand ambassador for High Street Essentials’ modern Indian fashion brand Indya. The actress will be the brand’s face, showcasing contemporary Indian fashion in a variety of ads across various media platforms.
Indya, an Omnichannel fast fashion brand, was born out of a desire to rethink ethnic fashion and design by taking into account the modern Indian woman’s lifestyle as well as her changing needs and preferences. She wants to update her traditional ethnic wear with elements that are current and in line with what’s going on in the global fashion world. Shraddha Kapoor, with her daring fashion choices and vixen-like demeanour.
Commenting on the announcement, Tanvi Malik and Shivani Poddar, Co-founders, Indya said- “Shraddha personifies the millennial Indian woman that our brand is centered on – independent, aware and rooted in her being yet modern in her outlook. She truly exemplifies the confidence and determination of the free-spirited Indya woman. Our association with her is a step towards strengthening the connection with our customers and reaching out to millions of more women who will emotionally and sartorially associate with our brand. We are confident that her voice will inspire them to be bold, experimental, and comfortable in their fashion choices. We couldn’t be more thrilled to have her as the face of Indya.”
On being the brand’s first ambassador, actor Shraddha Kapoor shares, “Indya has re-invented Indian fashion by beautifully capturing the essence of what the modern Indian woman is looking for today. I’m always on the lookout for stylish clothes that I can simply slip into and go, and so my personal style preferences completely resonate with the experimental and fuss-free essence of the brand. I am an Indya woman and am glad to be associated with them.”
The announcement comes with the launch of the brand’s first campaign and digital film with Shraddha – ‘That’s My Indya.’ Debunking common and unpopular opinions about Indian and traditional festive wear, the campaign sets the tone for the brand’s modern Indian design philosophy and positioning.
The digital film shows Shraddha Kapoor donning Indya’s Autumn Festive’ 21 collection that is a stylistic melange of contemporary, fashion-forward, and playful designs. The film ‘That’s My Indya’ echoes the eclectic spirit of new-age women aligned effortlessly with the brand’s ethos and design language of being bold yet traditional, experimental yet timeless, and effortless yet chic. The film will be followed by a campaign shoot shot by photographer Rohan Shreshtha.