Lee, the iconic denim brand, has embarked on a groundbreaking journey in collaboration with renowned couturier Suneet Varma and Ace Turtle, the exclusive licensee of Lee in India. Together, they have unveiled a collection titled “Denim Beyond Definition,” which redefines the very essence of denim fashion.
This collaboration represents a departure from the conventional styles of Lee in India. Instead, it introduces a bold fusion of classic denim with elements of Indian couture. From corsets to bell-bottom jeans, and dresses to maxi skirts, each piece in the collection reflects Varma’s distinctive style, characterized by intricate embellishments, threadwork, and mirror detailing.
The collection’s aesthetic is further elevated with the inclusion of gold foil prints, plaid patterns, and metallic riveting, adding a touch of glamour and sophistication to casual denim wear. Varma himself describes the journey as an exciting opportunity to push the boundaries of denim fashion, transcending traditional norms and offering a unique blend of elegance and comfort.
Nitin Chhabra, CEO of Ace Turtle, emphasizes the strategic vision behind this collaboration. By introducing trendsetting collections like “Denim Beyond Definition,” Lee aims to cater to the evolving preferences of Indian consumers, offering premium and unique products that resonate with the modern audience.
The availability of the collection both online and in select Lee stores across India underscores a strategic approach to reach a wide audience and meet the growing demand for innovative fashion choices.
In essence, the collaboration between Lee and Suneet Varma signifies a transformative narrative in fashion. By reimagining denim as a canvas for creativity and self-expression, the “Denim Beyond Definition” collection offers a refreshing perspective on contemporary style, seamlessly blending casual comfort with timeless elegance. As Lee continues to push boundaries and embrace new possibilities, it sets the stage for a future where denim fashion knows no bounds.
