New Delhi, October 2025:

Shubman Gill has been announced as the brand ambassador for Tasva, a modern Indian menswear label under Aditya Birla Fashion & Retail Ltd., in collaboration with renowned couturier Tarun Tahiliani. This partnership marks Gill’s first association with a wedding wear brand, highlighting a cultural shift in how weddings are perceived, focusing on love, intimacy, and individuality over traditional norms.

Tasva aims to redefine weddings as personal celebrations, moving away from rigid societal expectations. The brand emphasizes that modern marriages are about equality and the unique stories of couples, where individuality is celebrated. The campaign featuring Gill encapsulates this philosophy, portraying weddings as genuine experiences filled with joy and intimacy.

Gill expressed his excitement about the collaboration, stating, “Tasva’s message of celebrating love with individuality and ease, while still respecting tradition, stood out for me.” He likened the balance and expression found in cricket to the essence of weddings.

Tarun Tahiliani remarked on the significance of the partnership, emphasizing that Tasva represents a blend of individuality and heritage, and that Gill embodies the confident and progressive spirit of contemporary India. Ashish Mukul, Brand Head of Tasva, reiterated the brand’s commitment to a progressive vision of weddings, emphasizing the couple’s central role in the celebration.

The Autumn Winter ’25 collection from Tasva showcases a harmonious blend of traditional artistry and modern design. Inspired by motifs such as the Tree of Life and Lipan art, the collection features classic embroidery techniques enhanced with contemporary details. The color palette includes soft pastels for daytime events and vibrant jewel tones for evening celebrations.

The collection caters to the modern groom, offering a range of styles from tailored sherwanis to Indo-western ensembles, ensuring both tradition and individuality. Drape-inspired forms and asymmetrical cuts provide a contemporary edge, allowing for ease of movement.

Tasva, launched by ABFRL in collaboration with Tarun Tahiliani, focuses on providing stylish and comfortable Indian wear for men. The brand offers a diverse range of outfits, including kurtas, sherwanis, and accessories, available at exclusive Tasva stores and online at http://www.Tasva.com.

Aditya Birla Fashion and Retail Limited, part of the Aditya Birla Group, is a leading player in the Indian fashion industry, with a vast network of stores and a portfolio that includes renowned brands such as Louis Philippe and Van Heusen. The company is also expanding its presence in the ethnic wear market with brands like Tasva and has made significant strides in the digital-first brand space through its venture TMRW.