Lee crowdsources Design on Denim Campaign with Talenthouse India

Company Brief

National, May 06, 2013

Lee Jeans partners with Talenthouse India, a part of Reliance Entertainment, to launch a campaign that targets the youth. Creative, talented individuals are encouraged to reinvent their old pair of jeans with art work that is innovative yet aesthetic, quirky yet artistic and in sync with the brand image. One lucky winner takes home a stylish new Vespa, a classic Italian icon that symbolizes fashion and lifestyle.

All entries received will be reviewed by the representatives of Lee Jeans, and a design that resonates with the brand will be selected. Shortlisted entries received before 30th May will be displayed at Shoppers Stop (with due credit) during the Denim Festival starting 31st May, 2013. These entries also get a chance to win gift vouchers worth Rs. 2,000.

Other shortlisted entries received before 30th July, 2013 will be displayed at select Lee Exclusive stores with due credit. In addition, all eligible entries will receive a pair of Lee Jeans and a certificate of appreciation. The grand prize winner of the entire campaign will be announced on the 15th of August.

Vipul Mathur, Marketing Head Lee, said “Lee believes in the power of innovation and curiosity, and we have always worked to sustain an engagement with the youth. This campaign encourages young designers to reinvent the classic denim, while rewarding them with an iconic Vespa scooter. In addition to the gratification, we have tied up with Shoppers Stop to display the best designs. Through our association with Talenthouse we are excited to engage with young fashion artists to create innovative designs and give them an opportunity to showcase their art.”

Mr. Vinay Bhatia, Customer Care Associate & Senior Vice President, Marketing & Loyalty, Shoppers Stop Ltd. said, “Being a fashion forward brand, we firmly believe in nurturing fresh talent and introducing young passionate minds to the commercial aspects of fashion. We are very excited to partner with Lee & Talenthouse for this crowdsourcing initiative. We look forward to showcasing these aspiring designers’ stylish creations at our stores.”

Mr. Arun Mehra, CEO, Talenthouse India said, “We at Talenthouse have always received an overwhelming response in the design arena. The campaign created for Lee Jeans is all about engaging the youth by bringing in an element of innovation in re-creating merchandise or re-styling the regular denim, adding a fresh dimension to the classic denim, young designers can contribute to the ever popular brand, Lee, while also getting a chance to win an iconic Vespa. A unique feature to this campaign is the support of Shoppers Stop that is set to amplify the designs through their retail outlets. The chance to design for Lee and showcase at Shoppers Stop is undoubtedly any young designers dream.”

So log on to http://www.talenthouse.com/leedenimdesigns-2013 and share your master piece.

For further information, please contact:

LinOpinion – A Lowe Lintas PR division

Averil Gouria

Mobile: +919820778275

Email: Averil.Gouria@loweandpartners.com