Bollywood star joins the ethnic wear label to spotlight its vibrant festive collection designed for the modern Indian woman
National | August 29, 2025 – Aurelia, one of India’s most loved women’s ethnic wear brands, today announced the appointment of Bollywood actor Ananya Panday as its new brand ambassador. The announcement coincides with the launch of Aurelia’s festive campaign #HameshaTrending, showcasing a contemporary collection that blends traditional aesthetics with modern-day silhouettes.
The campaign reflects Aurelia’s commitment to keeping women stylish, confident, and relevant through festive wear that resonates with today’s evolving fashion sensibilities. Ananya Panday’s youthful charm and effortless style embody the campaign’s energy, making her the perfect face of the brand.
Voices from the launch
Speaking about the association, Ananya Panday said: “For me, fashion is all about feeling good and owning your style, and Aurelia fits perfectly with that. I love how the brand makes ethnic wear feel fresh, vibrant, and always on-trend. My personal style is fun, easy, and versatile, and the #HameshaTrending campaign captures that energy beautifully. I’m truly excited to be the face of a brand that makes staying stylish feel so effortless and fun!”
Anant Daga, Chief Executive Officer – TCNS Division, Aditya Birla Fashion and Retail Ltd., added: “Ananya’s vibrant persona and strong fashion connect perfectly complement the spirit of Aurelia. She resonates with today’s woman who wants to look relevant, confident, and effortlessly fashionable at all times. Through #HameshaTrending, we are excited to bring alive this sentiment and set the tone for the festive season. Together, Ananya and Aurelia embody vibrancy, elegance, and celebration—everything that defines this time of year.”
Festive collection highlights
Timed with the festive and wedding season, Aurelia’s new collection introduces rich hues, intricate embellishments, and versatile silhouettes that suit every celebration. The range includes elegant kurta sets, festive shararas, fusion co-ords, and statement ensembles – designed to transition seamlessly from intimate gatherings to grand occasions.
The #HameshaTrending campaign will roll out through a high-impact film and striking visuals across digital and offline platforms, ensuring Aurelia’s strong presence in festive fashion conversations nationwide.
About Aurelia
Launched in 2009, Aurelia is a leading women’s ethnic wear brand under TCNS Clothing Co. Ltd., part of Aditya Birla Fashion and Retail Ltd. Known for its contemporary take on ethnic wear, Aurelia offers stylish, comfortable, and versatile apparel for the modern Indian woman. With a presence across major retail outlets and strong e-commerce channels, the brand continues to redefine festive and everyday ethnic fashion.
