Dagenham-based fashion blogger and designer Pardeep Singh Bahra has been unveiled as one of the faces in Samsung’s new UK marketing campaign.

The £10 million campaign, which includes TV, print, digital and out-of-home ads, takes Samsung into new territory and demonstrates the role the Galaxy Alpha plays in the lives of everyday Britain, capturing the spirit, diversity, quirkiness and vibrant culture of the people that live here – the Alpha Britons.

Bringing his own unique style to the campaign – a blend of British and Sikh fashion – Pardeep epitomises what it means to be an Alpha Briton.

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After spotting a gap in the market for a website dedicated to the fashion choices and styles of Sikh men, Pardeep started his own fashion blog in early 2013, Singh Street Style, which showcases the creative and individual fashions of the turbaned Sikh man and aims to give this demographic a fair representation within the fashion world. On top of that, Pardeep also designs and sells his own clothes on Singh Street Style, including the suit he wore in the Samsung campaign.

Pardeep said: “To me, being an Alpha Briton means embracing yourself, irrespective of who you are, what your background is or where you’re from.

"It’s about being confident in yourself, knowing who you are and not being afraid to stand out from the crowd. Being British is a huge part of my identity and something that I push a lot in my work, so I loved the fact that the Galaxy Alpha was a very British campaign and I jumped at the chance to be involved.”

Filmed on location around England, the Galaxy Alpha TV ad ‘Right Up Our Street’ is set to the soundtrack of Lily Allen’s ‘As Long As I’ve Got You,’ and features the new smartphone throughout, showing it naturally entwined in the everyday lives of 56 real-life Alpha Britons – including Pardeep – who embody the spirit of new modern Britain and its stylish youth culture.

Pardeep also appears throughout other elements of the campaign, including print, digital and out-of-home ads, demonstrating his independent, varied and eclectic style choices against the tagline ‘Shadwell Chic.’ Russell Taylor, Vice President of Corporate Marketing, Samsung UK & Ireland said: “In our latest commercial we cast real life Alpha Britons who have their own unique sense of style and that represent the diverseness of modern Britain.”