Cheltenham-based Superdry has launched a new campaign with brand ambassador Kartik Aaryan.

The Indian actor, who is also an ambassador for several other brands, is seen wearing looks from Superdry's denim collection, as reported by Financial Expression.

Superdry said Kartik's style and fan base appeals to its Gen-Z target market and the denim collection takes inspiration from both the 1970s and the Y2K era (the early noughties).

The campaign features Kartik Aaryan in a variety of 'everyday denim moments' - from relaxing indoors to being adventurous outdoors.

The range featured in the campaign maintains Superdry's sustainable ethos, along with its commitment to style, functionality, durability and versatility.

Superdry previously had a reportedly £1 million brand ambassador relationship with Brooklyn Beckham, which lasted less than a year.