Abhishek Bachchan kick starts Flying Machine autumn-winter 2007

Italian designer Chicco has designed the denim range for Autumn Winter 2007

Arvind Brands has re-launched their denim range Flying Machine with Abhishek Bachchan as its brand ambassador.

Flying Machine has been around since 1980. The brand changed hands in 1987 when Arvind Brands bought Flying Machine. Arvind Brands, wanting to give the denim brand a new youthful and contemporary look, thus re-launched it. The brand is positioned in the casual deluxe segment. Elaborating on this segment, Alok Dubey, business head, Flying Machine, says, "Today, the whole idea that the youth identify with is, 'dressing down', and they do so with denim in mind." The focal idea is to carry the vintage look with contemporary strands in it.

Speaking about Abhishek Bachchan as brand ambassador, J. Suresh, chief executive officer, Arvind Brands comments, "Abhishek Bachchan brings on board a terrific persona, a fresh and an impeccable style, youthfulness and an incredible ability to marry class with mass"

The denim range has been designed by Italian designer Chicco, who has also designed for other denim brands such as, Replay and Evisu. Chicco has designed the next three seasons for Flying Machine. The brand has launched over 300 new options. Dark and distinctive denim with clean washes and new fits and coordinated with a large collection of shirts, knits, jackets, winter wear and cool accessories is the thematic global look of its autumn-winter 2007 collection.

The marketing strategy for the brand will include ads in print, outdoor and internet.. A TVC will be launched in the month of December.

For the record, Arvind Brands is a part of Arvind Mills. Newport, Ruf n Tuf in denims and Excalibur in shirts, is under the Arvind umbrella. Apart from these owned brands, Arvind Brands also has licenses for international brands such as, Arrow, Lee, Wrangler and Tommy Hilfiger.