New Delhi, March 9 (IANS): AmericanSwan.com, online fashion brand for the youth, has roped in Sidharth Malhotra as its brand ambassador.

The “Ek Villain” star will promote AS ORIGINAL, American Swan’s latest fast-fashion, youth collection of apparel and accessories.

“Today, all of us want to dress smart and maintain our own distinctive style, as dressing is all about expressing our individuality. My generation looks forward to new trends and fast-moving styles,” Sidharth said in a statement.

AS ORIGINAL is inspired by chic and urban American lifestyle with an emphasis on design, quality and innovation. The collection offers a wide and diverse range of merchandise across graphic tees, tops, polos, shirts, denims, trousers and accessories.

“Sidharth is a heartthrob among teens and his innate style, effervescence and liveliness go very well with the core attributes of our brand,” said Anurag Rajpal, director and CEO, American Swan Lifestyle Company.

The range is priced between Rs.399 and Rs.1,999 and is available on the brand’s e-commerce portal www.americanswan.com.