RELIANCE TRENDS CELEBRATES ONAM WITH FESTIVE FASHION CAMPAIGN

Reliance Trends has launched its Onam campaign featuring Preity Mukundhan, Sarangi Shyam and DJ Attakkari. Conceptualised by PlusOne Design, the initiative highlights ethnic and contemporary wear from in-house labels and collaborations such as Trends x Aarke Ritu Kumar, celebrating individuality and tradition through a modern festive fashion narrative.  

Reliance Trends has unveiled its latest Onam campaign, bringing together a vibrant mix of ethnic and contemporary fashion to mark Kerala’s most celebrated festival. Fronted by Preity Mukundhan, Sarangi Shyam and DJ Attakkari, the campaign has been conceptualised by PlusOne Design and showcases the retailer’s festive collection across diverse styles and collaborations.  

The festive edit includes apparel from Reliance Trends’ in-house labels alongside pieces from the Trends x Aarke Ritu Kumar collection. From timeless ethnic wear and Indo-western outfits to dresses, coordinated separates and festive essentials, the collection is designed to offer something for every customer’s unique style. The campaign positions fashion as a personal expression of individuality while remaining rooted in the cultural spirit of Onam.  

Minal Srivastava, vice president, Reliance – Fashion and Lifestyle, Reliance Trends, explained: “At Reliance Trends, we believe festive fashion should offer something for every customer’s unique style. This Onam, our festive edit brings together contemporary silhouettes, timeless ethnic wear and exciting collaborations like Trends x Aarke Ritu Kumar alongside favourites such as Avaasa, creating a collection that lets consumers celebrate tradition in a way that feels personal and relevant. The campaign captures this spirit beautifully by showcasing fashion as an expression of individuality during the festive season.”  

Shitu Patil, co-founder and creative head of PlusOne Design, added: “Festivals have always evolved with the people who celebrate them. Today’s generation expresses identity through everything, from the music they listen to and the dances they create to the way they style themselves. We wanted this campaign to reflect that shift. Instead of recreating familiar festive imagery, we chose to celebrate authentic self-expression while staying rooted in the spirit of Onam. The collection itself reflects this mindset, bringing together contemporary festive fashion that allows every individual to celebrate in their own way.”  

Produced with a predominantly women-led crew, the campaign highlights not only the diversity of festive fashion but also the evolving role of creative voices in shaping brand narratives. By featuring personalities such as Preity Mukundhan, Sarangi Shyam and DJ Attakkari, Reliance Trends underscores its commitment to connecting with younger audiences who view fashion as a dynamic extension of identity.  

The campaign is now live across digital platforms and Reliance Trends’ social media channels, offering consumers a fresh perspective on festive dressing. By blending tradition with modernity, Reliance Trends’ Onam campaign reflects the evolving nature of celebrations while reaffirming fashion’s role in expressing individuality and cultural pride.