NEW DELHI: TCNS Clothing Co Ltd, ethnic clothing brand Aurelia, announced on Thursday the appointment of actor Alia Bhatt as the new brand ambassador. The actor will promote the brand’s ethnic clothing line in various campaigns on media platforms.
Aurelia is an Indian ethnic clothing brand for women for casual, work and second-hand clothing. The brand claims to redefine traditional clothing with modern influences in terms of design and style.
Anant Kumar Daga, Managing Director of TCNS Clothing, said: “Aurelia has always promoted effortless style and partnering with Alia Bhatt was a strategic move to communicate the same philosophy. The brand’s youthful image appeals to young and modern women who don’t believe in superficial barriers and Alia is someone who represents the same through her on-screen and off-screen presence in a transparent manner. “
Launched in 2009, the Aurelia brand is part of TCNS Clothing Co Ltd, a company owned by two brothers – OS Pasricha and AS Pasricha. The company started in the retail segment with the womenswear brand W before launching a more affordable and wearable brand Aurelia.
The brand is available both online and offline in more than 220 Exclusive Outlets (EBOs) and present in more than 1,000 large format stores in 150 cities in India, Sri Lanka, Nepal and Mauritius.
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