Arvind Limited has unveiled its new AD Denim collection for Autumn/Winter 2026, alongside a campaign featuring actor and youth icon Raghav Juyal. Built around the theme ‘Real Comfort. Real Denim. For the Real You’, the campaign focuses on authenticity, individuality and personal expression.

The new collection, according to a press release from Arvind Ltd., introduces a range of fits and silhouettes aimed at everyday comfort and versatility, spanning classic indigo as well as contemporary washes and finishes.

The launch seeks to take Arvind’s denim legacy to a younger generation through contemporary design, fabric innovation and craftsmanship.

Juyal is the face of the campaign, which positions denim as an extension of individual style rather than something governed by a fixed set of rules. Arvind said the association brings its longstanding denim expertise to a more contemporary and authentic consumer proposition.

The launch also highlights Arvind Denim Lab (ADL), a custom-made denim experience that allows consumers to personalise their jeans across fabric, fit, washes, finishes and detailing.

The offering includes select premium fabrics sourced from Italy and Japan, along with custom measurements and options such as leather patches, buttons, rivets, zodiac details and monograms.

Pranav Dave, Chief Business Officer – Retail, Arvind Limited, said the company’s denim expertise is rooted in innovation across fabric, fit, finish and craftsmanship, adding that ADL allows consumers to move from choosing denim to creating denim that is their own.