The global online Fashion & lifestyle brand American Swan has signed up hip hop singer Yo Yo Honey Singh - famed Indian rapper, music composer and current singing sensation of Bollywood, as its brand ambassador. American Swan, launched in January 2013 offers authentic  smart casual wear for the youth and has been built with the best inputs from across the globe: be it the brand identity, the product design, sourcing, user experience, etc. Within a short span, the brand has received an excellent response from its core target audience: the 18-35 year old urban and semi-urban youth, who is digitally savvy and connected.

Talking about the association Honey Singh said, “I am excited to partner with American Swan and to be able to connect with the youth & inspire them to chase their dreams and script their destinies. It has been a great year for me and I am looking forward to create a music video for the brand. The Brand Positioning resonates with my quintessential approach to my life, music & work. The video will see me style in looks that my fans haven’t seen before”. With his string of recent hits like Sunny Sunny, Party All Night, the 31 year old singer-composer with an international fan following has struck a chord amongst the youth of the generation.

American Swan will unveil the new identity alongside the launch of its new collections - AS Premium and AS Original. The latter is a trend-led, fast fashion collection for the youth and allows the brand to extend its core preppy, casual wear brand to a wider audience. As the youth in India look for global designs and standards with affordable pricing at the convenience of a click, American Swan expects to garner a significant share of the apparel and lifestyle market in the burgeoning ecommerce and mobile commerce market.

Speaking about the association, Mr. Anurag Rajpal, Director & CEO, American Swan said, ­­­­­­­­­“We are glad to announce the latest developments of our brand: our association with Yo Yo Honey Singh and the American Swan brand re-launch in what we hope will be an iconic new avatar. While we constantly aim at building a fashion brand that can resonate in the hearts and mind of Gen Y youth, these major milestones will only cement the evolution of American Swan as we take a constructive leap towards a major expansion across the online space.”

The American Swan marketing strategy is to build a customer base through a strong mobile - first, digital and social activation. In continuation with this approach, the new brand video will be launched across touch points through a series of differentiated and engaging campaigns on website, social channels, and mobile properties.

American Swan epitomizes dynamism that is born out of passion for doing things exceptionally diverse. The brand has been promoting young talent since long by associating itself with various young achievers in past like Unmukt Chand, Shruti Hasan and Lauren Gottlieb and has espoused its “Young Achievers” campaign with them. The brand has also stepped into social media by initiating various online program and formats like tweet store and beauty and the blogger event which has attained enormous success. To reinforce the brand’s philosophy in similar direction, the brand will soon invite showbiz aspirants to get a chance to be featured in the Yo Yo Honey Singh music video.