Aurelia has unveiled its Spring Summer ’26 collection with the launch of the vibrant #HameshaTrending campaign, fronted by Bollywood actor Ananya Panday. The initiative reinforces Aurelia’s positioning as a trend-first destination for contemporary Indian wear.
Part of Aditya Birla Fashion and Retail Limited, Aurelia has long catered to young, style-conscious women seeking modern silhouettes rooted in Indian aesthetics. With #HameshaTrending, the brand sharpens its focus on confidence, relevance and everyday versatility.
The campaign film captures high-energy girl-gang moments – from office days and festive celebrations to weekend getaways – highlighting how fashion seamlessly adapts to the many roles today’s women navigate. Ananya Panday’s youthful, Gen Z appeal aligns with the brand’s vision of effortless, expressive style.
The Spring Summer ’26 collection features refreshed kurta silhouettes, fluid co-ord sets, playful sleeves, statement necklines, soft pastels and trend-led florals crafted in breathable fabrics for the season. Designed to transition easily from work to social occasions, the range reflects evolving wardrobe demands.
The campaign will roll out through a 360-degree strategy across digital platforms, social media, OTT and in-store activations spanning over 240 outlets nationwide, supported by influencer collaborations.
With this launch, Aurelia reiterates that staying on trend can be accessible, inclusive and rooted in individuality – making fashion feel both current and comfortably personal.
