MUMBAI: Linen just got a whole lot cooler! Arvind Ltd has launched its summer campaign, ‘Linen by Arvind, For All Kinds of Cool’, proving that linen is more than just a warm-weather staple, it’s a lifestyle choice. With its perfect blend of style, breathability, and comfort, this campaign aims to highlight linen’s versatility beyond just summer fashion.
But that’s not all, Arvind has also expanded its linen collection with 300 plus new styles featuring innovative intelli-fabric technology. From wrinkle-resistant linen and breathable blends to luxurious wool-linen suiting fabrics, the brand is redefining what linen can be. Available at 160 plus Arvind stores and leading multi-brand outlets, this collection is crafted for those who seek both elegance and ease in their wardrobe.
“Linen has always been synonymous with summer, but it’s time to see it as an all-year essential,” said Arvind Ltd chief business officer for knits and retail Pranav Dave. “Today’s fashion is about versatility, and linen fits that demand seamlessly. Whether for work, travel, or everyday wear, linen offers unmatched style and comfort.”
The campaign film showcases three distinct linen styles, each reflecting a unique personality and lifestyle. Lazy Cool is designed for those who love effortless fashion, offering relaxed, airy fits that feel as comfortable as they look stylish. Digital Cool caters to the always-on-the-go generation with lightweight, breathable fabrics and a sharp, modern aesthetic perfect for power meetings or spontaneous nights out. Traditional cool blends heritage with contemporary design, delivering tailored elegance ideal for business settings, weddings, and festive occasions.
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