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April 4, 2013 - American Swan (www.americanswan.com) - the global, premium fashion & lifestyle brand and a promising new entrant in the e-commerce domain - recently announced its association with Shruti Haasan as their digital brand ambassador. Earlier last month, the brand had roped in India's upcoming cricketer Unmukt Chand to celebrate its "Young Achievers" campaign and the latest association further reinforces the brand's ethos towards this objective. The American Swan brand offers a range of authentic, smart casuals to the fashion-forward youth who seek international designs and styling.

The American Swan collection is an eclectic mix of lifestyle products spanning categories like men's and women's apparel, footwear, accessories, fashion jewelry, beauty & fragrance and home products. The brand epitomizes a dynamism that is born of a passion for setting trends: product styling that is enduring, yet modern and chic, with an emphasis on sophistication, innovation and top quality. The brand's Spring Summer '13 collections: Classic Prep, Navy & Haute Americana will soon be unveiled on its website americanswan.com.

Speaking about the association, Mr. Anurag Rajpal, Director and CEO, American Swan said, "The American Swan brand, its products as well as our marketing approach is aimed to connect with the youth. It is our constant endeavor to have our finger on the pulse of the fashion-conscious age group of 21 to 30 years and our Spring Summer collection offers international styling & trends. Shruti as our choice of as a brand ambassador is keeping in mind the spirit of the youth: someone who is vivacious, fun and someone who dreams without fear. She is a young and multi-talented actress who dons many hats. Apart from being a fine actress, she has also made a mark as a singer and composer. We are confident that with this association American Swan will be seen as a brand that celebrates the dreams and aspirations of the youth."

Mr. Rajpal further elucidated, "We aim for a differentiation through our brand relevance & positioning: To offer affordable luxury to an aspiration-led audience that seeks international quality & fashion. While the e-commerce space in India is defined by deals & discounts, we believe in wooing customers with 'True Value': to offer trending fashion and top-notch products at affordable pricing."

On the occasion, Shruti added, "I am delighted to be collaborating with American Swan and I personally relate to the brand and their collections as they suit my style sensibility. It was a pleasant surprise to see that every aspect of the brand is well thought of: right from the designs, styles to the colors. The attention to detail especially in aspects like the packaging of the products has been done like never before. The fashion jewelry and accessories are unique and it's refreshing to see the collection in sync with the looks trending globally. The Navy and Classic prep collection are my personal favorites as it has a lot of statement pieces that can lend an edgy look to your ensemble. I am confident that the brand will make a mark in the fashion and retail space."

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