Reliance's JV partner Paul & Shark appoints KL Rahul as brand ambassador

Italian luxury clothing brand Paul & Shark has named Indian cricketer KL Rahul its first global brand ambassador from India. The move signals the brand’s deeper focus on the Indian market, where it celebrates 15 years of presence this year.

KL Rahul will represent the brand’s evolving vision of luxury, adventure and contemporary fashion. The collaboration also positions him alongside Paul & Shark’s other international sporting ambassadors.

KL Rahul said being the first Indian to represent them globally makes it special. "It feels like the kind of partnership that just fits,” he said.


The company currently operates in India through a joint venture with Reliance Brands Limited. It has monobrand stores in Mumbai, Delhi and Kolkata, along with five shop-in-shop doors and an online presence on Ajio Luxe.

Describing the partnership as a milestone, Paul & Shark underlined its longstanding connection with India, both in terms of business and communication. The brand sees India as a key market in its international distribution network.

Rooted in shared values of sport, travel and discovery, the relationship with KL Rahul is positioned as more than just a fashion tie-up, the company said, adding it reflects a “mutual passion for Italian craftsmanship, exceptional quality, and timeless design.”

KL Rahul will front the brand’s Spring/Summer 2025 campaign, which goes live on May 2 across Paul & Shark’s global platforms as well as Rahul’s Instagram. The campaign, with a special focus on India, highlights the label’s DNA – a blend of innovation and heritage, elegance and performance.

“Paul & Shark has always stood for authenticity, adventure, and luxury. KL Rahul’s journey as an athlete, his international appeal, and his distinct sense of style makes him a natural extension of our brand’s values. This partnership is not just about fashion – it’s about celebrating a way of life that merges sport, travel, and contemporary elegance," Paul & Shark CEO Andrea Dini said.