Mumbai: Aurelia, a women’s ethnic wear brand from the house of Aditya Birla Fashion and Retail Limited, has launched its Spring Summer ’26 collection under the vibrant #HameshaTrending campaign, featuring Bollywood actor Ananya Panday. The campaign reinforces Aurelia’s positioning as a go-to destination for trend-forward Indian wear.
Long recognised for catering to young, fashion-conscious women who seek contemporary styles rooted in Indian aesthetics, Aurelia sharpens its brand promise with #HameshaTrending—celebrating women who aspire to look confident, relevant and effortlessly stylish every day.
Fronted by Ananya Panday, whose youthful persona and strong resonance with Gen Z and young millennials align with the brand’s ethos, the campaign film captures vibrant girl-gang energy. It follows a group of friends through makeover marathons, office outings, girls’ trips and wedding celebrations, showcasing diverse moods and styles. Each setting reflects how modern women navigate multiple roles seamlessly—with fashion that evolves alongside them, keeping them consistently on trend.
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 spotlights updated kurta silhouettes, fluid co-ord sets, playful sleeves, statement necklines, soft pastels, trend-right florals and breathable fabrics suited for the season. Designed to transition effortlessly from workdays to weekend brunches, festive occasions to summer soirées, the collection reflects the evolving wardrobe needs of the modern Indian woman.
The #HameshaTrending campaign will roll out through a 360-degree integrated strategy spanning digital, social media, OTT platforms, and digital video channels, along with presence across more than 240 stores nationwide. Influencer and creator collaborations will further amplify the campaign, driving fashion-led conversations and strengthening consumer engagement.
With the Spring Summer ’26 launch, Aurelia underscores that staying on trend can be effortless, inclusive and rooted in individuality. The collection is now available across Aurelia stores and online platforms across India.
