Latest news with #TheLeagueofLegends
Fashion Value Chain
07-05-2025
- Entertainment
- Fashion Value Chain
Peter England Launches ‘League of Legends' with Cricket Icons
Peter England, the iconic menswear label from Aditya Birla Fashion and Retail Ltd., has launched a powerful new campaign titled 'The League of Legends', celebrating cricket's unmatched legacy with the help of Kapil Dev, Sir Vivian Richards, and Harsha Bhogle. Timed with the IPL season, the campaign goes beyond the boundaries of sport to introduce 'The Gentlemen's League Collection', a cricket-inspired fashion line that fuses timeless style with legendary spirit. The campaign features four cinematic films: Two dramatized stories showcase Kapil Dev and Sir Vivian Richards mentoring young players, donning collection pieces that embody their legendary poise and strength. Two heartfelt reaction films capture their emotional responses to tribute tees—the '83' and '79' shirts , celebrating their respective World Cup triumphs. Harsha Bhogle's narration adds a rich, nostalgic layer to the storytelling. Kapil Dev said, 'The '83 design brings back a flood of memories. Cricket teaches grace—this collection captures that perfectly.' Sir Vivian Richards added, 'Cricket and confidence go hand in hand. That '79 tee? That's not a shirt—it's a legacy.' Harsha Bhogle, now in his second season with the brand, shared, 'Cricket is storytelling. This campaign lets every fan feel that emotion.' Anil S Kumar, CBO of Peter England, noted, 'Cricket is legacy. And this campaign is our tribute—to the legends and the style they inspire.' The collection—featuring limited-edition polos and graphic tees—is now live across 240+ stores, IPL coverage, leading digital platforms, and on-ground brand activations.
Time of India
29-04-2025
- Entertainment
- Time of India
Peter England endures the cricket legacy with Kapil Dev, Sir. Vivian Richards and Harsha Bhogle
Peter England , a menswear brand from Aditya Birla Fashion and Retail has released a new campaign titled ' The League of Legends '. The campaign is a stirring tribute to the timeless spirit of cricket and its enduring legacy, brought to life by cricketing icons Vivian Richards , Kapil Dev and the voice of international cricket himself, Harsha Bhogle . The brand has taken a bold step by uniting cricket lovers with a dash of fashion —not for sports jerseys, but to create a cricket-inspired collection , 'The League of Legends' collection- an extension to the brands existing 'The Gentleman's League' Collection. At the heart of the campaign are four cinematic films that blend nostalgia, mentorship and personal legacy. Two of these brand films feature cricketing icons Dev and Richards as they step in to guide young players through moments of doubt and pressure, offering wisdom and quiet strength drawn from their own legendary careers. Clad in key pieces from the collection, the legends embody timeless grace and strength. Bhogle's evocative commentary ties the scenes together, elevating the emotional impact. Complementing these are the third and fourth reaction films, where the legends first lay eyes on their tribute tees—the '83' and '79' T-shirts with their iconic poses—designed to honour their World Cup triumphs. The emotion is raw and real, capturing just how much the game—and its legacy—continues to mean to them. Dev shared, 'This campaign brought back so many emotions. To see the spirit of '83 captured in a design—it's very special and I'm grateful to Peter England for making this. I've always believed cricket teaches you how to carry yourself. This collection does exactly that—with style and pride.' Richards said, 'Style is about confidence. And cricket—well, that's a game of confidence. It's amazing to see a collection that reflects both. That '79 tee? That's not just a t-shirt. That's history. And I'm honoured that Peter England chose me.' Bhogle added, 'This is my second season with Peter England, and I've enjoyed being a part of the brands journey in creating fashion for the cricket lover. Cricket is a narrative—a beautiful, unpredictable story. Lending my voice to these films was about celebrating those stories. I think every cricket lover will feel that same emotion when they watch this campaign.' Anil S Kumar, chief business officer, Peter England said, 'With legends like Kapil Dev, Sir Vivian Richards on board, we're paying our humble tribute to the game and everything it stands for. We love how the voice of international cricket, Harsha Bhogle himself has added passion and a real feel of commentary to our films. The League of Legends is about inspiring individuals to carry that same spirit—on and off the field.' The campaign is currently live across more than 240 stores, featuring on IPL and major digital platforms, and a series of on-ground activations, amplified through strategic content collaborations and immersive experiences.
Fashion Network
25-04-2025
- Entertainment
- Fashion Network
Peter England forges closer links with cricket with new campaign
Menswear label Peter England has forged deeper links with the world of cricket and launched a new capsule collection titled 'The League of Legends ' in partnership with cricket names including Kapil Dev, Vivian Richards, and Harsha Bhogle to engage fans of the sport this Indian Premier League season. 'Continuing from the Gentlemen's League collection– the new League of Legends capsule is a celebration and our humble tribute to cricket's timeless appeal and the charisma of the men who shaped it," said Peter England's chief operating officer Anil S Kumar in a press release. "Having legends like Kapil Dev, Sir Vivian Richards, and Harsha Bhogle on board makes this collection authentic and aspirational. It's a bold new chapter for Peter England and for the modern Indian man who dresses with purpose, pride, and passion.' The capsule collection is accompanied by a campaign titled 'The Gentlemen's League,' which has been timed to closely align with the ongoing cricket season in India and stars Dev, Richards, and Bhogle. Timed with the JioStar IPL, the initiative is designed to celebrate cricket's enduring cultural significance while bringing together well known names in the sport. The League of Legends collection features polos, crew necks, and knitwear inspired by historic on-field moments and cricketing aesthetics. Key pieces include cable-knit sweaters and polos with graphics and textures referencing cricket balls and pitch motifs, aiming to merge sport and style. The collection is now available at over 240 Peter England exclusive brand outlets and online. The brand aims to position the line within the smart casual and sport-formal space, to offer a different approach to traditional sports merchandise.
Business Standard
25-04-2025
- Entertainment
- Business Standard
Peter England unveils its newest campaign 'The Gentlemen's League - League of Legends'
PRNewswire Mumbai (Maharashtra) [India], April 25: Peter England, India's leading menswear brand from the house of Aditya Birla Fashion and Retail Limited, proudly announces the return of The Gentlemen's League with its bold new collection - The League of Legends. * Peter England Pays a Nostalgic Tribute to Cricket's Greatest Legends Launched during the country's most celebrated cricketing festival, JioStar IPL, the brand pays homage to the game's most iconic figures - Kapil Dev, Sir Vivian Richards, and the unmistakable voice of international cricket, Harsha Bhogle. In a nation deeply passionate about cricket, this first-ever collaboration between Peter England and cricketing legends marks a celebration of heritage, style, and the enduring charm of the gentleman's game. Originally introduced in 2023 as a tribute to cricket's timeless spirit, The Gentlemen's League returns with an elevated vision - not just as a collection, but as a cultural moment. The League of Legends capsule features a striking range of polos and crew necks, adorned with graphics inspired by the most iconic on-field moments of Kapil Dev and Sir Vivian Richards. Each piece reflects their attitude, flair, and fearlessness, designed for today's modern gentleman who values legacy while embracing the present. Unlike traditional sports merchandise, this collection reimagines cricket-inspired fashion through a smart casual and sport-formal lens - a distinctive positioning in India's fashion landscape. With precision tailoring, breathable fabrics, and heritage-inspired details, The League of Legends offers a versatile wardrobe that moves effortlessly from the boardroom to after-hours, from match screenings to weekend outings. The collection artfully balances tradition and contemporary style, featuring colours drawn from the world of classic cricket and refined touches like cable knit structures, signature stripes, and cricket-inspired motifs. Key pieces include cable-knit sweaters, mnemonic cricket polos, and prints inspired by the seams and textures of cricket balls - all designed to seamlessly integrate the spirit of the game into everyday style. Speaking on the launch, Anil S Kumar, Chief Operating Officer at Peter England, said: "Continuing from the Gentlemen's League collection- the new League of Legends capsule is a celebration and our humble tribute to cricket's timeless appeal and the charisma of the men who shaped it. Having legends like Kapil Dev, Sir Vivian Richards, and Harsha Bhogle on board makes this collection authentic and aspirational. It's a bold new chapter for Peter England and for the modern Indian man who dresses with purpose, pride, and passion." The League of Legends collection is now available across 240+ Peter England exclusive brand outlets and on the brand's online store. With this launch, Peter England not only celebrates cricket but also redefines what it means to be a gentleman - on and off the pitch. About Aditya Birla Fashion and Retail Limited ABFRL is part of a leading Indian conglomerate, The Aditya Birla Group. With revenue of Rs. 13,996 Cr. spanning retail space of 11.9 million sq. ft. (as of March 31, 2024), it is India's first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats. The Company has a network of 4,538 stores across approximately 37,952 multi-brand outlets with 9,047 points of sale in department stores across India (as of 30th September 2024). It has a repertoire of India's largest brands in Louis Philippe, Van Heusen, Allen Solly and Peter England, established over 25 years. Pantaloons is one of India's leading fashion retailers, while Style Up is an emerging value retail format. The Company's international Brands portfolio includes - The Collective, Amongst India's largest multi-brand retailers of international brands and has long term exclusive partnerships with select brands such as Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American Eagle, Reebok, Simon Carter and Galeries Lafayette. The Company's foray into the branded ethnic wear business includes brands such as Jaypore, Tasva & Marigold Lane. The company has strategic partnerships with Designers 'Shantnu & Nikhil', 'Tarun Tahiliani', 'Sabyasachi' and 'House of Masaba'. This also encompasses the recently amalgamated TCNS portfolio of women's ethnic brands: W, Aurelia, Wishful, Elleven, and Folksong. In addition, to cater to the needs of digitally native consumers, ABFRL is building a portfolio of Digital-first brands under its technology led 'House of D2C Brands' venture TMRW. TMRW is on a path to building a portfolio of Digital First brands in partnership with founders of emerging brands in the E-Commerce market.
Hans India
24-04-2025
- Entertainment
- Hans India
Peter England unveils its newest campaign ‘The Gentlemen's League – League of Legends': Peter England Pays a Nostalgic Tribute to Cricket's Greatest Legends
Peter England, India's leading menswear brand from the house of Aditya Birla Fashion and Retail Limited, proudly announces the return of The Gentlemen's League with its bold new collection – The League of Legends. Launched during the country's most celebrated cricketing festival, JioStar IPL, the brand pays homage to the game's most iconic figures – Kapil Dev, Vivian Richards, and the unmistakable voice of international cricket, Harsha Bhogle. In a nation deeply passionate about cricket, this first-ever collaboration between Peter England and cricketing legends marks a celebration of heritage, style, and the enduring charm of the gentleman's game. Originally introduced in 2023 as a tribute to cricket's timeless spirit, The Gentlemen's League returns with an elevated vision – not just as a collection, but as a cultural moment. The League of Legends capsule features a striking range of polos and crew necks, adorned with graphics inspired by the most iconic on-field moments of Kapil Dev and Sir Vivian Richards. Each piece reflects their attitude, flair, and fearlessness, designed for today's modern gentleman who values legacy while embracing the present. Unlike traditional sports merchandise, this collection reimagines cricket-inspired fashion through a smart casual and sport-formal lens – a distinctive positioning in India's fashion landscape. With precision tailoring, breathable fabrics, and heritage-inspired details, The League of Legends offers a versatile wardrobe that moves effortlessly from the boardroom to after-hours, from match screenings to weekend outings. The collection artfully balances tradition and contemporary style, featuring colours drawn from the world of classic cricket and refined touches like cable knit structures, signature stripes, and cricket-inspired motifs. Key pieces include cable-knit sweaters, mnemonic cricket polos, and prints inspired by the seams and textures of cricket balls – all designed to seamlessly integrate the spirit of the game into everyday style. Speaking on the launch, Anil S Kumar, Chief Operating Officer, at Peter England, said: 'Continuing from the Gentlemen's League collection– the new League of Legends capsule is a celebration and our humble tribute to cricket's timeless appeal and the charisma of the men who shaped it. Having legends like Kapil Dev, Sir Vivian Richards, and Harsha Bhogle on board makes this collection authentic and aspirational. It's a bold new chapter for Peter England and for the modern Indian man who dresses with purpose, pride, and passion.' The League of Legends collection is now available across 240+ Peter England exclusive brand outlets and on the brand's online store. With this launch, Peter England not only celebrates cricket but also redefines what it means to be a gentleman – on and off the pitch.
