WforWoman, the premium contemporary Indian wear brand from Aditya Birla Fashion and Retail (ABFRL), has launched an AI-generated film centred on its participation at Paris Fashion Week.
The brand has extended its runway showcase through a digital film that has used artificial intelligence to recreate and narrate the collection’s journey beyond the fashion week stage, as per media reports. The initiative has positioned the campaign as a technology-led storytelling format within the fashion marketing space.
The film has depicted a day in Paris, moving through everyday settings before transitioning into the runway environment. It has showcased the Spring-Summer 2026 collection, including occasion wear, daywear, festive pieces and resort styles, while maintaining visual consistency with the actual garments.
WforWoman has focused on ensuring that the visuals closely match the real-life designs, resulting in a photorealistic output. The campaign has also incorporated AI-generated music, vocals and lyrics, expanding the use of artificial intelligence beyond visuals.
The campaign has reflected a broader shift in marketing approaches within fashion, where AI has been used to extend storytelling beyond physical events. It has indicated a move towards integrating technology in brand communication and content creation.
“W has always been a brand of firsts. From reimagining Indian wear for the modern woman to taking it to global platforms like New York Fashion Week and Paris Fashion Week, both industry firsts for Indian ethnic wear, innovation has been integral to everything we do. This AI-led campaign is a continuation of that journey. Just as our runway debuts redefined the global perception of Indian wear, this film redefines how those moments can live beyond the runway. It reflects our belief that innovation is not limited to product; it extends equally to how we communicate, engage, and inspire. Our endeavour has always been to make Indian wear aspirational on a global stage, and this is another step in that direction.”, Puneet Sewra, Chief Marketing Officer – TCNS Division, Aditya Birla Fashion and Retail.
