DLF Limited has launched its vibrant “Summer Up” campaign across DLF Mall of India, DLF Promenade, and DLF Avenue, running from April 15 to May 20, 2026. The campaign reimagines summer fashion retail through a blend of curated styling and advanced digital experiences.
Built around the theme “100 Looks, 1 Summer,” the initiative presents 100 curated outfits developed by stylists Pranav Goswamy, Smridhi Sibal, and Jasbir Singh Mehta. The fashion edits span everyday wear, workwear, travel wardrobes, occasion dressing, and seasonal essentials, offering a comprehensive style guide for modern consumers.
The campaign features collections from global fashion and lifestyle brands including Zara, H&M, Mango, Tommy Hilfiger, Marks & Spencer, Aldo, and Charles & Keith, bringing together a wide spectrum of accessible and premium fashion choices under one retail ecosystem.
According to Pushpa Bector, Senior Executive Director & Business Head – Retail, DLF Limited, the campaign redefines how India experiences fashion retail. She highlighted the integration of fashion, technology, and personalisation through AI-powered smart mirrors and immersive phygital installations that enable shoppers to mix, match, and personalise their summer looks.
A key highlight of “Summer Up” is its phygital retail experience developed in partnership with ORBO. The activation combines physical shopping with digital tools such as interactive lookbooks, augmented reality (AR) try-ons, and AI-driven smart mirrors, allowing customers to visualise outfits, access product information, and navigate stores seamlessly.
The customer journey is structured across four stages: Discover, Try, Explore, and Navigate, designed to create a more intuitive and personalised shopping experience. Smart mirror technology enables real-time styling assistance, bridging inspiration and purchase in a single flow.
Extending the experience beyond physical stores, DLF Malls has also introduced a dedicated microsite that mirrors the in-mall journey. It allows users to explore curated looks, discover brands, and plan their visits, seamlessly connecting online discovery with offline retail engagement.
With “Summer Up,” DLF Limited continues to advance experiential retail by integrating technology, personalisation, and curated fashion, creating a connected ecosystem for today’s digitally driven consumers.
