Pantaloons Launches Samantha Ruth Prabhu’s ‘Truly SMA’ Label

Pantaloons, part of Aditya Birla Fashion and Retail Ltd., has introduced ‘Truly SMA,’ a contemporary fashion label by actor Samantha Ruth Prabhu, marking a deeper collaboration with the brand ambassador.

The label was unveiled at Pantaloons’ flagship store in Hyderabad, drawing strong interest from fashion enthusiasts. The launch reflects Pantaloons’ strategy to expand its portfolio with curated brands that align with evolving consumer preferences.

‘Truly SMA’ is positioned around comfort, individuality and effortless style, offering a range of everyday wardrobe essentials, including co-ords, tops, dresses and separates. The collection aims to blend functionality with a contemporary aesthetic inspired by Samantha’s personal style.

Pantaloons said the addition of the label reinforces its focus on accessible yet aspirational fashion, while strengthening its association with Samantha Ruth Prabhu.