S. Kumars Nationwide (SKNL) has appointed mega superstar Shah Rukh Khan to be the brand ambassador for its new brand, Belmonte.

In Mumbai on Thursday, Nitin Kasliwal, managing director & vice chairman, SKNL, said, "Shah Rukh is the ideal choice for our youth-oriented brand as there are strong synergies between the brand DNA and his star persona."

"SKNL is well-known for creating salient style & fashion brands like Reid & Taylor and more recently Carmichael House,” SRK said, adding his association with Belmonte is to "inspire the youth to succeed on the world stage."

Belmonte is introducing apparel & fabrics under a single brand, offering total wardrobe solutions – formals, casuals and accessories to the globally aspiring Indian youth in the mid-price segment of the market.