AURELIA TURNS UP THE HEAT FOR SPRING SUMMER ’26 WITH #HAMESHATRENDING, STARRING ANANYA PANDAY

Aurelia, the contemporary ethnicwear label from Aditya Birla Fashion and Retail Limited, is rewriting the rules of everyday Indian fashion with the launch of its Spring Summer ’26 collection under the spirited #HameshaTrending banner. Fronted by Ananya Panday, the campaign reaffirms Aurelia’s standing as the wardrobe ally for women who want to stay current without losing touch with their cultural roots.

With #HameshaTrending, the brand doubles down on its core promise: fashion that moves at the speed of trends while staying unmistakably Indian. Long favoured by young, style-conscious women, Aurelia continues to champion looks that feel confident, relevant and effortlessly put-together — every single day.

At the heart of the campaign film is Ananya Panday’s breezy confidence and Gen Z relatability, bringing alive the pulse of modern girlhood. The narrative unfolds like a celebration of sisterhood — from spontaneous makeover sessions and workday glam to getaway diaries and wedding revelry. Each scene captures a new vibe, mirroring the many roles today’s women slip into with ease. Through it all, Aurelia becomes the seamless style constant — evolving with her mood, matching her momentum, and ensuring she’s always trending, always herself.

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.”