14 November 2025, Mumbai
Aza Fashions, an established force in India's multi-designer luxury retail sector with a global e-commerce footprint and a network of physical boutiques, has unveiled 'ROAR,' an exclusive capsule collection in collaboration with style icon Shilpa Shetty Kundra.
This launch signals a strategic shift in the narrative around the traditional Indian saree, positioning it not as mere ethnic wear but as a powerful, versatile garment for the contemporary woman. Rather than simply showcasing glamour, the collection focuses on wearability and self-expression, translating the actress's renowned bold and unconventional personal style—itself inspired by her mother's unique saree drapes—into pre-draped, effortless silhouettes like skirt-sets and draped kaftans.
'ROAR,' with its mix of fierce animal and botanical prints, directly addresses the modern consumer's demand for high-fashion pieces that are easy to manage across various occasions, from destination weddings to red-carpet appearances. For Aza, this collaboration represents a calculated move to capture a younger, style-conscious demographic by merging their platform’s curated luxury credibility with the immense brand equity and fitness-focused empowerment message of Shilpa Shetty Kundra. It is an effort to drive global access to innovative Indian couture.
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