American Eagle Taps Ananya Panday & Lakshya for New Denim Campaign

American Eagle has rolled out its latest India campaign featuring Ananya Panday and Lakshya, focusing on denim fits, self-expression, and everyday styling.

The 53-second film, created by Vayner Media and directed by Collin D’Cunha, presents the two in a simple studio environment where their interactions feel relaxed and unforced. Photographer Sasha Jairam captures the visual tone of the campaign, keeping it minimal and style-forward.

Ananya is seen wearing the Ex-Boyfriend Fit and Baggy Wide Leg jeans, highlighting current women’s denim trends. Lakshya sports men’s fits including Original Bootcut and Baggy Loose, reflecting a shift toward roomy, casual silhouettes.

Their light-hearted exchange — including a moment where Ananya playfully adjusts Lakshya’s pose — is used to convey comfort and natural chemistry rather than overt promotional messaging.

• American Eagle unveils new India denim campaign with Ananya Panday and Lakshya
• Campaign highlights relaxed fits, self-expression and evolving fashion trends
• Brand targets young Indian shoppers with digital-first rollout and cross-media push

Yatin Athale, head of American Eagle India, said India continues to be a strong growth market for the brand. He noted that working with Ananya Panday and Lakshya helps the brand connect with new audiences and stay aligned with evolving cultural and fashion preferences. The campaign positions denim as something that should fit well, last long, and adapt to different personal styles.

The rollout began with a closed launch event in Mumbai and will extend across digital platforms, cinemas, and other media touchpoints. A wider international release is planned in regions where the actors have growing recognition and influence.

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With this campaign, American Eagle aims to strengthen its relevance among younger Indian shoppers and reinforce denim as a core part of everyday dressing — familiar, functional, and easy to wear while still making a visual statement.