Grimelange partners with Harshvardhan Kapoor for new collection

Grimelange partnered with celebrity influencer Harshvardhan Kapoor to curate an exclusive menswear collection. The Turkish fashion brand launched the line exclusively on multi-brand e-commerce platform Ajio.

“We are very enthusiastic to be working with Harshvardhan Kapoor,” said Marcowagon’s founder and director Zenil Shah, the business announced on its website. “His dapper style is a perfect fit for the brand’s aesthetic. One of the most well-received brands on Ajio, Grimelange has stood out for its youth appeal.”

Kapoor also stars in a campaign to promote the collection, wearing a selection of bold, western style casual wear. By partnering with Kapoor, the brand aims to harness his popularity with Gen Z consumers. The garments’ inspiration ranges from retro sportswear to graphic basics and a number of unisex and womenswear designs also feature in the collection.

Fashion and lifestyle retail business  Marcowagon brought Grimelange to the Indian market, choosing the label for its youthful designs and aesthetic ranging from street wear to more formal attire. The business specialises in franchising, licensing, sourcing, importing, marketing, and distribution for global brands in India and works with over 50 labels, according to Marcowagon’s website. Brands Marcowagon works with include Mavi Jeans and Trendyol from Turkey, Na-kd from Sweden, Ovs from Italy, and Lc Waikiki and Tom Tailor from Germany among others.