Aurelia Launches SS’26 With Ananya Panday
Aurelia, the women’s ethnic wear brand from Aditya Birla Fashion and Retail Ltd (ABFRL), has unveiled its Spring Summer ’26 collection under the #HameshaTrending campaign, fronted by Bollywood actor Ananya Panday.
With the new campaign, Aurelia sharpens its positioning as a go-to destination for trend-led Indian wear, targeting young, fashion-forward consumers who seek contemporary styles rooted in Indian aesthetics.
The campaign film celebrates girl-gang energy, showcasing everyday moments from office outings and brunches to weddings and getaways highlighting how modern women transition seamlessly across occasions while staying effortlessly stylish.
Commenting on the association, Ananya Panday said she connects with the brand’s approach to making Indian wear feel fresh, easy and relatable.
Anant Daga, CEO – TCNS Division, ABFRL, said the campaign reinforces Aurelia’s fashion-forward credentials while maintaining accessibility, comfort and inclusivity at scale. He added that Ananya’s strong connect with Gen Z and young millennials aligns with the brand’s growth ambitions.
The SS’26 collection features updated kurta silhouettes, fluid cord sets, statement sleeves and necklines, pastel palettes, trend-right florals and lightweight seasonal fabrics. The range is designed to move effortlessly from workwear to festive and social occasions.
The #HameshaTrending campaign will roll out across a 360-degree marketing plan, spanning digital and social platforms, OTT and video channels, influencer collaborations and visibility across 240+ Aurelia stores nationwide.
The Spring Summer ’26 collection is now available at Aurelia outlets and online platforms across India.
