MUMBAI: After John Abraham and Fardeen Khan, Provogue has now roped in Saif Ali Khan to represent their men’s wear collection. What’s more, this is for the first time that the brand has also roped in an actress – Esha Deol – to endorse Provogue’s women’s wear category.

These associations soon after Provogue announced debutant actor Upen Patel as its brand ambassador for accessories.

Provogue managing director Nikhil Chaturvedi said, “Saif is among the leading actors in our country today. He is a heartthrob for many and a style icon for most. It was a perfect synergy for Provogue.”

Saif added, “I like Provogue as a brand. Unlike other brands, Provogue is manly as opposed to being boyish.”

Speaking on Esha Deol’s association with Provogue, Chaturvedi said, “I observed Esha’s gradual transformation from the innocent beauty to the Oomph of a diva in her movies like Dhoom and Kaal. She looks glamorous in the Provogue Autumn-Winter 2006 print campaign shot in South Africa.”

Just like Provogue made appearances in Fardeen’s films – Khushi and No Entry, the brand also plans to have associations with the films that Saif and Esha will be working on in the future.