Aurelia Unveils #HameshaTrending Spring Summer ’26 Collection Campaign with Ananya Panday

Aurelia, part of the TCNS division of Aditya Birla Fashion and Retail, has launched its Spring Summer’26 collection alongside the new #HameshaTrending campaign, starring actress Ananya Panday.

The campaign focuses on trend-inspired Indian wear designed for younger audiences. At its core is a lively film depicting a group of friends navigating workdays, weekend trips, and wedding celebrations, all styled with pieces from the latest collection.

Trend-Driven Styles for the Season

The Spring Summer’26 range reimagines classic silhouettes with a modern twist. Highlights include refreshed kurta styles, coordinated sets, soft pastel hues, floral patterns, and breathable fabrics suitable for warmer weather.

Celebrating Effortless Style

Sharing her thoughts on the collaboration, Ananya Panday said, “Fashion should be enjoyable, effortless, and authentic. She appreciates the brand’s ability to keep Indian wear modern and relevant without compromising comfort”. According to her, #HameshaTrending embodies the spirit of staying current while feeling confident every day.

Anant Daga, 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 campaign are strategic steps toward strengthening our fashion-forward credentials while continuing to offer accessibility, comfort, and inclusivity on a larger scale. Ananya’s strong connection with young consumers further amplifies this vision and aligns perfectly with the brand’s growth ambitions.”

The #HameshaTrending campaign will be promoted across digital and social media channels, OTT platforms, and through the brand’s network of over 240 stores across India.

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