Women’s ethnicwear brand Aurelia from the house of Aditya Birla Fashion and Retail Limited, is strengthening its positioning as the go-to brand for the latest trends in Indian wear with the launch of its Spring Summer ’26 collection under the vibrant #HameshaTrending campaign, starring Bollywood actor Ananya Panday.
Ananya Panday’s youthful confidence and strong connect with Gen Z and young millennials make her the perfect face of #HameshaTrending. The campaign film is a vibrant ode to girl-gang energy, following friends through makeover marathons, office outings, girls’ trips, and wedding dhamakas. Each moment captures a different mood and style, reflecting how today’s women move seamlessly through life – with fashion that evolves just as naturally.
Speaking about the campaign, Ananya Panday said, “I’ve always believed fashion should feel fun, easy, and totally you. I love experimenting with trends, but in a way that still feels comfortable and natural. That’s what I love about Aurelia, it keeps Indian wear fresh and current without making it feel over-the-top. #HameshaTrending is such a vibe because it’s about staying updated and feeling confident every single day. I’m so excited to be part of a brand that celebrates being stylish in your own effortless way.”
Anant Daga, Chief Executive Officer – TCNS Division, Aditya Birla Fashion and Retail Limited added, “Aurelia has consistently resonated with women who want to stay relevant in an ever-evolving fashion landscape. With this sharp positioning, we are reinforcing Aurelia’s role as the go-to destination for the latest trends in Indian wear. The Spring Summer ’26 collection and #HameshaTrending campaign are strategic steps toward strengthening our fashion-forward credentials while continuing to offer accessibility, comfort, and inclusivity at scale. Ananya’s strong connect with young consumers further amplifies this vision and aligns perfectly with the brand’s growth ambitions.”
The Spring Summer ’26 collection brings the freshest trends in Indian wear to the forefront, from updated kurta silhouettes and fluid co-ord sets to playful sleeves, statement necklines, softer pastels, trend-right florals, and easy-breezy fabrics perfect for the season. Designed to move effortlessly from workdays to weekend brunches, festive gatherings to summer soirées, the collection captures what the modern Indian woman seeks.
The #HameshaTrending campaign will roll out through a robust 360-degree integrated plan spanning digital, social, across 240+ stores, and high-impact media platforms. The film will be amplified across social media, OTT, and digital video channels, complemented by strategic influencer and creator collaborations to drive fashion-led conversations.
Aurelia is a contemporary ethnic wear brand designed for the modern woman who aspires to look trendy and values affordable fashion. Offering a versatile collection for work, casual outings, and special occasions, Aurelia delivers consistent quality, the right fit, and on-trend styles at accessible prices.
With 200+ brand outlets and presence in 800+ large-format stores across 150 cities, Aurelia is widely available offline and online—through its brand website and leading e-commerce platforms like Myntra, Amazon, and Flipkart. Discover more at www.shopforaurelia.com
