Actress Kangana Ranaut has been signed in by Lifestyle International Pvt. Ltd. as the brand ambassador for their contemporary ethnic wear brand Melange by Lifestyle.
The “Queen” actress is scorching in the latest “Rethink Ethnic” campaign by the brand that challenges the conventional and is inspired by her fearless, bold and strong individualistic style.
With modern silhouettes, classy cuts and vibrant patterns, Melange by Lifestyle’s latest Spring Summer collection redefines ethnic wear and is crafted for the independent woman of today whose sense of style reflects her individuality. “Melange is a brand that gives a contemporary twist to traditional Indian-wear and adds a chic vibe to ethnic looks, much like my free-spirited sense of fashion. The way the brand marries Indian aesthetics with fun, modern nuances makes me rethink ethnic and fall in love with it. Hence, the endorsement,” Kangana said.
The collection takes inspiration from the actress’ strong individuality and interplays the latest season’s trends highlighting eclectic designs, patterns and global accents while bringing forth the brand’s new philosophy — Rethink Ethnic.
“Melange by Lifestyle has emerged as a preferred contemporary ethnic wear brand for modern women who have a keen sense of style and dress in a manner that amplify their individuality. Kangana wholly embodies the Melange Woman with her effortless style, fierce personality and independent persona,” Kabir Lumba, managing director, Lifestyle International Pvt. Ltd. said.
“Her achievements as a versatile actress coupled with her quintessential confidence are inspirational to women across the country, and we are delighted to have her as our brand ambassador,” Lumba added.
This new brand campaign will be rolled out across outdoors, print, digital and in-store this March.