KL Rahul is Paul & Shark's global brand ambassador, a first for India
After Italian athletes such as basketball player Danilo Gallinari, swimming champion Nicolò Martinenghi, and former Formula 1 driver Antonio Giovinazzi, Italian luxury apparel brand Paul & Shark has a new, more relatable global brand ambassador for its Indian fan base. Announced last week, cricketer KL Rahul is the brand's first ambassador from India.
A label known for its affinity towards the sea and the outdoors, Paul & Shark's CEO Andrea Dini says 'the sea is in our DNA and always will be'. He says the brand draws inspiration from the 'timeless allure of the ocean — its majesty, its contours, and its shifting colours'. 'The sea is our main source of inspiration, it guides our creative choices and our projects. We create collections using recycled fibres, continuously research new technologies to significantly reduce our water consumption, and develop dedicated initiatives to protect the oceans and their ecosystems,' says Andrea, adding that their deep connection with the ocean is reflected in each of their garments: T-shirts, shirts, sweatshirts, trousers, beach wear, and more.
As for KL Rahul, this is not his first fashion-forward collaboration (Puma, Police) but he says all the brands that he is associated with are 'more of a partnership than mere campaigns'. 'With Paul &Shark, there is a much deeper alignment on values. It's all about an overall lifestyle. The emphasis on heritage, craftsmanship, and long-term storytelling definitely sets it apart,' he says, adding that the brand's fabric, the fit, the make is what drew him to Paul & Shark. As for design ideas he plans to bring on board as a part of the association, Rahul says he wants to explore silhouettes that blend classic Italian tailoring with Indian climate sensibilities. '…More breathable yet structured apparel. Also, I am looking at injecting a bit of sport-inspired detailing into everyday luxury wear adding subtle nods to performance without compromising on elegance. And, maybe co-creating a capsule that reflects my personal staples,' he adds.
Continuing with the announcement of the new brand ambassador, Andrea is now focussing on new store openings in cities such as Moscow, and Dubai, among others. Also on the cards are summer resort activations and advertising campaigns in coastal towns in the Middle East and the Mediterranean. A trend that Paul & Shark is known for. The brand's recent SS25 campaign, for instance, was shot in Miami by Italian photographer Giampaolo Sgura, and styled by Italian fashion editor Anna Dello Russo. 'It tells the story of a summer among friends, naturally spent by the sea, full of adventure, connection, sport, and shared moments. The sea remains at the heart of our narrative, it's the common thread running through everything we do,' concludes Andrea.
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