Alia Bhat is the new face of Mohey

By

Isabelle Crossley

Published
Sep 2, 2019

Bollywood celebrity Alia Bhat is the new face of the ethnic fashion brand Mohey, taking over from former brand representative Anushka Sharma.

On August 31, Alia Bhat announced her new role as brand ambassador and face of Mohey. The actress stars in the brand’s new “Dulhan Wali Feeling” advertising campaign where she takes on the role of a bride on her wedding day. 

“Super excited to be the face of @moheyfashion.. Here's to new beginnings and beautiful lehengas,” wrote Bhat on her Instagram account, announcing her new role with a photo from the campaign. The post came after Mohey announced Bhat as its new brand ambassador on its social media on August 30.

Mohey recently released its new lehenga collection on August 17 for the upcoming festive season. The collection features lehengas in a array of hues such as classic red, light pink, mint green, and coral with intricate floral embroidery and glittering accents. 

Anushka Sharma was appointed as the face of Mohey in October 2017 and has represented the brand to date. Sharma starred in campaigns for the brand with her now husband Virat Kohli.

Mohey was launched by Manyavar in 2015 as a women’s ethnic wear brand and has opened stores in the majority of India’s metros. Manyavar was founded as a men’s ethnic fashion brand by entrepreneur Ravi Modi.