CE DESK Aurelia launches Spring Summer 26 collection via #HameshaTrending campaign with Ananya Panday, targeting young women with trendy Indian wear for work, trips, and weddings across 240 stores.
Aurelia, a womens ethnic wear brand under Aditya Birla Fashion and Retails TCNS division, has rolled out its Spring Summer 2026 collection through the vibrant #HameshaTrending campaign starring Bollywood actor Ananya Panday. The initiative sharpens Aurelias positioning as the go-to destination for young, fashion-forward women seeking trend-led Indian wear that blends comfort, style, and cultural roots.
The campaign film captures girl-gang energy, following friends through makeover marathons, office outings, girls trips, and wedding festivities. Each scene showcases versatile looks from the SS26 lineup, emphasizing seamless transitions across everyday and celebratory moments while keeping outfits effortlessly on-trend. Ananya Pandays youthful vibe resonates with Gen Z and millennials, amplifying the brands message of confident, natural styling.
Ananya Panday highlighted how Aurelia makes Indian wear fresh and current without excess, aligning with her love for fun, experimental yet comfortable fashion. Anant Daga, CEO of TCNS Division, noted the collections role in reinforcing accessibility, inclusivity, and fashion-forward credentials to fuel growth ambitions.
Rolling out via a 360-degree plan across digital, social media, OTT, digital video, and 240-plus stores, the campaign includes influencer collaborations to spark conversations. The SS26 range offers pieces for diverse occasions from casual to festive, cementing Aurelias appeal in Indias evolving ethnic wear market valued at billions. This partnership positions the brand for heightened relevance amid fast fashion shifts and rising demand for versatile ethnic staples.
