Mumbai : Women’s apparel company TCNS Clothing Co Ltd has signed Bollywood actress Alia Bhatt as the face for its ethnic-wear brand, Aurelia.

The brand hopes the synergy between Aurelia and Alia will appeal to the quintessential Indian woman and further enhance the deep-rooted connection.

TCNS Clothing managing director Anant Kumar Daga said, “Aurelia has always promoted effortless style - encouraging women to choose their own representation of beauty. Associating with Alia Bhatt was a strategic decision to communicate the same ethos. Alia is a  youth icon who loves her effortless style. The brand’s youthful image appeals to young and modern women who do not believe in superficial barriers and Alia is someone who portrays the same through her onscreen as well as off-screen presence seamlessly.”

The brand is available both online and offline through exclusive brand outlets and large format stores in 150 cities across India, Srilanka, Nepal and Mauritius.

Commenting on the brand association, Alia Bhatt said, "I am proud to partner with Aurelia, one of the most loved ethnic wear brands by women across age groups and professions for its effortless design and styles. The brand, while staying in the realm of tradition, is re-defining ethnic wear, and I look forward to our association.”