Only partners with Ananya Panday for new festive campaign

By

Isabelle Crossley

Published
Oct 7, 2022

Only has partnered with brand ambassador Ananya Panday to launch a new festive campaign. Bestseller’s women’s western wear brand aims to blend digital and reality with ‘The only thing I want is everything 2.0’.

Thus festive season, Only plans to engage Gen Z shoppers with its second fashion film shot with Bollywood celebrity Panday, the brand announced in a press release on October 7. In the new campaign, Panday models a series of neon, futuristic outfits as she explores the ‘everyverse’, a phygital landscape imagined by Only. 
 
“Shooting for this campaign for the second time was super exciting for me,” said Panday in a press release. “This time we have transformed the vibe and added a digital touch to fashion! The energy is fresh and fast paced and I love how the track focuses on living life on my own terms. Only’s collection this season is so trendy and this time we have worked with very cool layering of the pieces, which resonates so much with my own personal style.”

“We’re so excited for the second edition of ‘The only thing I want is everything’ campaign,” said Bestseller India’s CEO and country head Vineet Gautam. “The video integrates fashion with technology in a unique manner in order to appeal to a whole new generation of fashion-conscious Gen-Zers. Remaining true to our brand’s core essence, it was important for us to reiterate and celebrate the Only girl we design for, with Ananya truly representing the modern and cool ‘Only’ girl.”
 
Only specialises in denim and women’s casual wear. The brand retails across over 4,500 stores worldwide and is run by apparel retail business Bestseller.