Iconic American denim brand, Lee, unveils a collaborative ‘Denim Beyond Definition’ collection with Indian couturier Suneet Varma. The collaboration aims to democratise high end fashion, making it accessible through the use of a utilitarian fabric like denim.
Lee X Suneet Varma collaboration aims to democratise high end fashion
Launched across India by Ace Turtle, the exclusive licensee of Lee in the country, Lee X Suneet Varma collaboration is a significant step in Lee’s strategy to deliver innovative and fashion-forward denim to its customers. Aimed at a youthful demographic, it incorporates Varma’s signature touches, including intricate thread-work and mirror detailing on classic wardrobe staples like corsets, bell-bottom jeans, and maxi dresses.
The ‘Denim Beyond Definition’ collection highlights the potential of denim, offering a fresh narrative in the fashion industry. Suneet Varma shared his excitement about the collaboration, stating: “I’m thrilled to collaborate with Lee on this groundbreaking collection that transcends traditional denim. With ‘Denim beyond Definition,’ we’ve combined Lee’s iconic craftsmanship with my couture aesthetics to create pieces that are both stylish and versatile. This collection celebrates individuality and offers a fresh take on denim fashion in India.”
In his body of work spanning over three decades, Suneet Varma has to his credit, a number of successful collaborations, from home furnishings with Ascent Decor to bejewelled handbags with Judith Leiber. And luxury cars with BMW. But what makes this collaboration with Lee special for Varma is the fact that he’s been tasked with injecting glamour, youthfulness and sexiness into the utilitarian fabric. Lee has also collaborated with Bollywood actor Sara Ali Khan for a pan-India media campaign to promote this collection.
Lee X Suneet Varma collaboration aims to democratise high end fashion
Per Vogue India: ‘So when Varma took it upon himself to reinvent it for this collaboration, christened Denim Beyond Definition, he looked to the past for inspiration. His drawing board comprised pop cultural denim-dressing references from Zeenat Aman and Brooke Shields to Grace Kelly. “Denim is far bigger than how any one individual perceives it, so I had to push its limits,” he adds. This led him to explore uncharted waters and print gold foil on jackets, and adopt plaid and metallic riveting.’
Customers can buy the Lee X Suneet Varma collection at select Lee stores across India, department store chain Shoppers Stop and online at www.lee.in and Tata Cliq.
Nitin Chhabra, CEO of tech-native retail company ace turtle expressed enthusiasm about the partnership, saying,, “The Lee X Suneet Varma collection perfectly embodies this vision, showcasing our dedication to offering innovative and stylish experiences. This blend of denim and Indian couture celebrates individuality and marks a bold move into the fashion and lifestyle arena.”
Lee is no stranger to collaborations. In recent news, Lee X Jean-Michel Basquiat featured the work of artist Jean-Michel Basquiat. Available globally, this capsule collection blends denim and groundbreaking art in unique styles for men and women. Inspired by Basquiat’s style and personality, the Lee denim silhouettes act as the canvas to showcase his neo-expressionist artwork. In particular, splatter-painted jeans, boldly-striped sweaters and crown-adorned denim jackets seamlessly blend with artwork like the Warrior, Pez Dispenser and more.
Iconic denim collections by couturiers
These collections demonstrate how denim, when reimagined by couturiers, can transcend its origin and become a symbol of modern, accessible luxury. Denim, once seen as purely functional, is now celebrated as a canvas for artistic expression as fashion designers experiment with textile craft to transform the utilitarian fabric into a statement piece. The hand embroidery, embellishment, dyeing methods, and unconventional cuts give it a new, opulent identity.
Jean Paul Gaultier: Known for his avant-garde designs, Gaultier has frequently incorporated denim into his collections, often in bold and unconventional ways, such as denim corsets and jackets with intricate detailing.
Stella McCartney: A pioneer in sustainable fashion, McCartney has collaborated with denim brands to create collections that are both stylish and eco-friendly, using organic cotton and non-toxic dyes.
Versace: Versace has also embraced denim, often combining it with the brand’s signature baroque prints and opulent details, creating a fusion of luxury and streetwear.
Chanel: Karl Lagerfeld incorporated denim into Chanel’s collections, reimagining the fabric in the context of the luxury fashion brand’s classic tweeds and sophisticated silhouettes.
Lee posts $842.5M in 2023
An American denim and casual lifestyle apparel brand founded by H.D. Lee, Kontoor Brands-owned Lee’s 2023 revenues were $842.5M, as per is official website. Backed by 135 years of purposeful design and craftsmanship, the collections include diversified styles for men and women. Its movement-inspired innovations, versatile styling and superior fit have earned the loyalty of generations of brand loyalists.
Lee X Suneet Varma adds a touch of couture to denim
“Our outlook for this year reflects strong gross margin expansion and operating earnings growth, strong cash generation, best-in-class returns on capital and significant capital allocation optionality. Although we anticipate the operating environment will remain challenging over the near term, we enter 2024 from a position of strength,” said Scott Baxter, President, Chief Executive Officer and Chair of Kontoor Brands.
“And, to build on our momentum, we initiated Project Jeanius to further enhance our operating efficiency while simultaneously creating significant capacity to invest behind our brands and strategic priorities to accelerate growth. The future is bright for Kontoor Brands and we are committed to driving superior returns and value creation for all stakeholders,” added Baxter.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
