Killer Jeans, one of India’s first homegrown denim brands, is changing the conversation around denim fashion in the country through its Genes of India campaign, with actor Meezaan Jafri as the face of the brand.
What we know
- The campaign looks at how denim has become a part of everyday dressing across India, and how each region, city and generation styles it in its own way.Denim is now one of the most versatile and widely worn categories in Indian fashion.
- It is part of wardrobes across age groups and occasions, and it continues to influence how younger consumers dress for work, travel, social settings and celebrations.
- Genes of India builds on this shift, presenting denim as a shared part of Indian style, from Kashmir to Kanyakumari.Meezaan Jafri, as brand ambassador, connects with an audience that sees denim as a core part of personal style and not as a casual alternative.
- His styling reflects the fits and combinations that younger consumers are choosing today.
- “Denim is something almost everyone in India relates to, whatever their background or city,” said Meezaan Jafri.
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