Aurelia, women’s ethnic wear brands from the house of Aditya Birla Fashion and Retail Limited, strengthens 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.
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.”
