Aurelia, a women’s clothing brand owned by Aditya Birla Fashion and Retail, has launched its new Spring Summer 2026 collection. To promote the new clothes, the brand has started a campaign called #HameshaTrending, with bollywood actress Ananya Panday.
The campaign features a video that follows Panday and her group of friends through everyday moments, from working at the office to going on holidays and attending weddings. The film aims to show that Aurelia Indian wear is stylish and easy to wear for any event.
The new collection includes updated kurta, matching two-piece sets, fun sleeves, and bold necklines. The clothes use soft pastel colours, floral patterns, and light fabrics for warmer weather. As per the brand, these outfits are designed for Indian women to wear them anywhere, from a day at the office to weekend meals, festivals, and summer parties.
Aurelia plans to share the #HameshaTrending campaign across several platforms. This includes social media, online video channels, and 240+ stores. The brand will also work with online creators to reach younger buyers.
Link to the campaign:
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.” she added.
Anant Daga, Chief Executive Officer (CEO), TCNS Division, Aditya Birla Fashion and Retail, said, “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 campaigns are strategic steps toward strengthening our fashion-forward credentials while continuing to offer accessibility, comfort, and inclusivity at scale. Ananya’s strong connection with young consumers further amplifies this vision and aligns perfectly with the brand’s growth ambitions.” he added.
