ABFRL launches Wishful: Premium Celebration-Wear Brand
Aditya Birla Fashion and Retail Ltd. (ABFRL), one of India’s leading fashion houses, has entered the premium celebration-wear category with the launch of ‘Wishful’. Positioned as an accessible luxury brand, Wishful is designed for the modern Indian woman, offering ensembles that merge sophistication, elegance, and versatility for festive occasions, weddings, and special celebrations. Currently available at W stores, Wishful aims to redefine premium occasion-wear by balancing refined aesthetics with modern accessibility.
Commenting on the launch, 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.”
Wishful’s debut collection reflects refined yet contemporary sensibilities, catering to women who are poised, socially active, and effortlessly stylish. Its range is designed to capture every celebratory mood:
- Day Premium: breezy silhouettes in fluid fabrics with delicate embroidery for brunches and intimate gatherings.
- Party Wear: cocktail gowns, embroidered jacket sets, and sculpted drapes in rich jewel tones.
- Light Festive: chanderi and jacquard ensembles with artisanal embroidery, ideal for haldi, mehendi, and family festivities.
- Heavy Festive: statement lehengas and intricately crafted anarkalis with jewelry-inspired handwork.
- Wedding Collection: Banarasi jacquards, opulent lehengas, and heirloom-inspired anarkalis adorned with artisanal detailing for bridal and pre-wedding occasions.
With this launch, ABFRL strengthens its ethnic wear portfolio and expands its women’s fashion range with a differentiated premium brand. Wishful bridges heritage-inspired craftsmanship with modern luxury, making aspirational fashion more accessible for contemporary women.
Wishful will be available through exclusive shop-in-shops at select W stores across India, complemented by a premium retail experience. The collection can also be shopped online at www.wishfulbyw.com and www.wforwoman.com.