ABFRL Launches ‘Wishful’ In Premium Occasion-Wear
Aditya Birla Fashion and Retail Ltd. (ABFRL), one of India’s leading fashion houses, has entered the premium occasion-wear segment with the launch of ‘Wishful’, an accessible luxury brand crafted for festive, wedding, and special occasions.
Debuting at W stores, Wishful is designed for the modern Indian woman who seeks confidence, elegance, and style in every celebration. With a uniquely reimagined design language, the brand blends sophistication with accessibility, offering ensembles that bring refined luxury into everyday celebratory dressing.
Anant Daga, Chief Executive Officer – TCNS Division, ABFRL said, “With the launch of Wishful, we are setting a new benchmark in premium occasion wear. The brand brings together uniquely reimagined finesse with the accessibility today’s consumer seeks. Our vision is to empower women to celebrate life’s occasions with confidence and grace, in ensembles that reflect thoughtful luxury and uncompromised quality. This is not just the launch of another brand – it’s about strengthening our leadership in women’s occasion-wear and shaping the future of Indian fashion.”
Wishful’s debut collection spans the full spectrum of celebratory moods:
- Day Premium: Breezy silhouettes in fluid fabrics with delicate embroidery, ideal for brunches and intimate gatherings.
- Party Wear: Cocktail gowns, embroidered jacket sets, and sculpted drapes in jewel tones for glamorous evenings.
- Light Festive: Chanderi and jacquard ensembles with artisanal embroidery, perfect for haldi, mehendi, or family festivities.
- Heavy Festive: Statement lehengas and intricately detailed anarkalis with jewellery-inspired handwork.
- Wedding Collection: Opulent lehengas, Banarasi jacquards, and heirloom-inspired anarkalis adorned with artisanal craftsmanship, capturing the grandeur of bridal and pre-wedding occasions.
With Wishful, ABFRL strengthens its ethnic wear portfolio and adds a new dimension to its women’s fashion range. Positioned as aspirational yet attainable, the brand bridges heritage-inspired artistry with modern accessibility, bringing premium celebration-wear to a wider audience of stylish, socially active women.
