* Limited-Edition Collection to Be Launched Under the Theme ‘Made to Move. Born to Shine.’, Celebrating the Unique Fusion of Indian Cinema and Lifestyle
TIL Desk Mumbai:ЁЯСЙTaking the glamour of Indian cinema beyond the screen and into the worlds of fashion and wellness, the International Indian Film Academy (IIFA) has announced a strategic global partnership with contemporary wellness and athleisure brand A29 for the 27th edition of the IIFA Weekend & Awards. Founded by entrepreneur Isha Jain, the collaboration will be a special highlight of the IIFA celebrations scheduled to take place in Abu Dhabi in January 2027. The partnership aims to bring together cinema, fashion, lifestyle and individual self-expression on a global platform.
Inspired by the philosophy ‘Made to Move. Born to Shine.’, the collaboration will introduce exclusive A29 × IIFA limited-edition capsule collections. Blending contemporary athleisure with cinematic inspiration, the collection will feature distinctive designs, subtle champagne-gold accents, exclusive IIFA-inspired motifs and collector-style detailing. It will also include unisex statement T-shirts reflecting the vibrant spirit of Indian cinema, popular culture and heritage.
Speaking about the partnership, IIFA Co-Founder Andre Timmins said that over the past two decades, IIFA has built a global platform celebrating creativity, aspiration and the emotional power of Indian cinema. He added that the collaboration with A29 would take the relationship between cinema, fashion and wellness in an exciting new direction. He also emphasised the potential of athleisure to emerge as a contemporary expression of luxury, combining style, comfort and mindful living.
A29 Founder Isha Jain said that wellness, for the brand, is not merely about physical health but also an expression of individual identity and intention. She expressed that the association with IIFA would provide an opportunity to bring this philosophy into a global conversation around culture, creativity and performance.
Looking ahead, the partnership will explore several exciting initiatives, including celebrity-led campaigns, exclusive retail experiences, curated activations and global digital campaigns. Both brands envision this as a long-term association, with future collections and experiences further strengthening the connection between lifestyle, culture and entertainment.
The 27th edition of the IIFA Weekend & Awards is scheduled to take place on January 22 and 23, 2027, at Etihad Arena, Yas Island, Abu Dhabi. This edition promises to extend beyond the celebration of cinematic excellence and star power, creating a new global platform for Indian fashion, wellness and contemporary lifestyle.
