IIFA and A29 Announce Global Collaboration to Bring Cinematic Glamour to Athleisure
The partnership will introduce limited-edition capsule collections inspired by Indian cinema, combining contemporary athleisure, wellness and individual expression.
The International Indian Film Academy (IIFA) Weekend & Awards has announced a strategic collaboration with A29, a contemporary wellness and athleisure brand founded by entrepreneur Isha Jain. The partnership will debut at the 27th edition of the IIFA Weekend & Awards in Abu Dhabi in January 2027.
The collaboration brings together IIFA’s global cultural platform and A29’s focus on wellness, movement and understated luxury. It aims to take the glamour and creative spirit of Indian cinema beyond the screen and into everyday lifestyles.
Guided by the philosophy “Made to Move. Born to Shine.”, A29 × IIFA will introduce limited-edition capsule collections that bring a cinematic touch to contemporary athleisure. The designs will feature champagne-gold accents, IIFA-inspired motifs, collector-style details and unisex statement T-shirts. Drawing inspiration from popular culture, Indian cinema and heritage, the collection will combine distinctive design with everyday versatility.
The partnership also highlights the idea that the spirit of a star extends beyond the spotlight. By connecting performance, personal wellbeing and contemporary design, A29 × IIFA aims to bring the confidence and excitement of the IIFA green carpet into everyday life.
IIFA Supports Emerging Indian Brands
Through this partnership, IIFA continues to support emerging talent and the next generation of Indian entrepreneurs. The collaboration will give A29 an opportunity to connect with international audiences while extending IIFA’s cultural presence into lifestyle and design.
Andre Timmins, Co-Founder, IIFA, said, “For more than two decades, IIFA has built a global cultural platform that celebrates creativity, aspiration and the emotional power of storytelling. Our collaboration with A29 represents an exciting evolution of this journey one that reflects how the worlds of cinema, fashion and wellbeing are increasingly interconnected. Together, we aim to redefine athleisure as a refined form of contemporary luxury one that is both mindful and aspirational. This partnership allows us to explore a new dimension of cultural expression, bringing the discipline and mind-set behind performance into the everyday lives of audiences around the world. We are proud to collaborate with an Indian brand that shares our ambition to grow globally while remaining rooted in authenticity and purpose.”
Isha Jain, Founder, A29, said, “At A29, we believe wellbeing is a powerful expression of identity and intention. Partnering with IIFA allows us to bring this philosophy into dialogue with culture, creativity and performance at a global scale. At its heart, A29 was born from the belief that wellbeing is deeply personal and richer when shared. We hope to build a culture of care that celebrates mindful choices, small everyday steps and the strength of community, nurturing not just the body, but also the mind and soul.”
Long-Term Plans for Lifestyle and Entertainment
Both organisations see the collaboration as a long-term partnership. Future plans include more capsule collections and experiences that connect lifestyle, culture and entertainment.
Planned activities include experiential events, celebrity-led storytelling, curated retail experiences and global digital campaigns. These initiatives will offer audiences new ways to engage with the A29 × IIFA collaboration.
Further details about the collection, launch timeline and upcoming activities will be announced in the coming months.
The 27th edition of the IIFA Weekend & Awards will take place at Etihad Arena, Yas Island, Abu Dhabi, on 22 and 23 January 2027.
