MUMBAI: KOOVS today announced its collaboration with Student Of The Year 2, launching fresh faces Ananya Panday & Tara Sutaria and youth icon Tiger Shroff. The association was ideal for the brand whose core TG comprises of the college going youth.

The characters in the movie have been styled keeping international fashion trends at the core. Each lead character has a fashion persona of its own: Tiger Shroff in the male lead is seen setting trends both on & off the field; Ananya Panday personifies the confident college girl seen in showstopper styles while Tara Sutaria essays the role of a fashionista aspiring to be an ace dancer.

Koovs has curated an exclusive range, as online fashion partner for the film, of selected women’s and men’s fashion styles from the movie. The collection launches today capturing the excitement around the movie and features summer staples in athleisure, pop & neon and co-ords.

Says Siddharth Kadam, Marketing Head, Dharma Productions, “For Student of the Year 2, Koovs is the perfect fit, given that both the brands speak to a young, millennial and fashion focused audience. The campaign celebrates fashion in a way that is relatable to the young audience.”

The collaboration will also include a co-branded multi-media campaign featuring Tiger Shroff, Ananya Panday and Tara Sutaria and culminating with a social media contest to meet and greet the stars.