Aditya Birla Fashion and Retail Ltd. (ABFRL) has entered the premium celebration-wear category with the launch of ‘Wishful’, a new women’s brand that blends sophistication and accessibility. Currently debuting at W stores, Wishful is positioned as an accessible luxury label designed for festive occasions, weddings, and special events, offering contemporary yet elegant ensembles.
Anant Daga, Chief Executive Officer – TCNS Division, ABFRL, said, “With the launch of Wishful, we are setting a new benchmark in premium occasion wear. The brand brings together uniquely reimagined finesse with the accessibility today’s consumer seeks. Our vision is to empower women to celebrate life’s occasions with confidence and grace, in ensembles that reflect thoughtful luxury and uncompromised quality. This is not just the launch of another brand – it’s about strengthening our leadership in women’s occasion-wear and shaping the future of Indian fashion.”
The debut collection captures a wide spectrum of celebratory moods:
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Day Premium Wear: Breezy silhouettes in fluid fabrics with delicate embroidery, ideal for brunches and intimate gatherings.
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Party Wear: Cocktail gowns, embroidered jacket sets, and sculpted drapes in jewel tones.
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Light Festive: Chanderi and jacquard ensembles with artisanal embroidery, suited for haldi, mehendi, and family occasions.
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Heavy Festive: Statement lehengas and intricately crafted anarkalis featuring jewellery-inspired detailing.
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Wedding Collection: Banarasi jacquards, opulent lehengas, and heirloom-inspired anarkalis adorned with artisanal handwork, reimagining traditional bridal grandeur.
Wishful expands ABFRL’s ethnic wear portfolio by combining modern design sensibilities with heritage-inspired luxury, creating occasion wear that is both aspirational and attainable.
The brand will be showcased exclusively at select W stores across India through dedicated shop-in-shops, as well as online via www.wishfulbyw.com and www.wforwoman.com.
