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 #HameshaTrending campaign, featuring Bollywood actor Ananya Panday. The campaign aims to position Aurelia as a destination for trend-focused Indian wear.
The Spring Summer ’26 collection highlights updated kurta silhouettes, co-ord sets, varied sleeve designs, statement necklines, pastel shades, florals and seasonal fabrics. The collection is designed for occasions ranging from work and social gatherings to festive events.
The campaign film follows a group of friends across different settings, including office outings, trips and weddings, showcasing the collection across varied moments. It focuses on how women adapt their fashion choices across daily routines and social occasions.
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 #HameshaTrending campaign will be rolled out through digital and social platforms, across more than 240 stores, and through media channels including OTT and digital video. The Spring Summer ’26 collection is available at Aurelia stores and online platforms across India.
