MUMBAI: Provogue India has signed in Bollywood’s newest actress Sonakshi Sinha as its brand ambassador.

Provogue identified Sonakshi as a strong and perfectly suited personality to collaborate for their multihued and vibrant women’s wear lineup.

The brand also has Hrithik Roshan as their brand ambassador for the last two years.

Previously Provogue has had brand ambassadors like Saif Ali Khan, John Abraham, Fardeen Khan, Katrina Kaif and Esha Deol.

Provogue MD Nikhil Chaturvedi said, "Provogue has benchmarked itself as a young, aspirational and edgy brand with people who are fearless and love to wear their attitude. And now with Sonakshi Sinha we are confident we have made a superb acquisition in someone who represents the next generation of Indian youth with tremendous substance and who’s attributes are well blended with our brand."

Sinha, who is a qualified fashion designer, added, "Having to represent a women’s wear brand where the male counterpart is a Hrithik Roshan, especially at this point of my career is fantastic. I’m happy to be the brand ambassador of Provogue as I believe I can bring to the brand what they’re looking for – confidence, youth & spunk."