Mumbai: ‘Made To Move. Born To Shine.’ The Collaboration Celebrates Individuality, Movement And The Star Within, Extending The Spirit Of IIFA Beyond The Green Carpet

Founded By Entrepreneur Isha Jain, A29 Will Introduce Limited-Edition Capsule Collections Featuring Contemporary Athleisure With IIFA-Inspired Motifs And Distinctive Design Details

3rd November |Global Release 2026: Taking the magic of Indian cinema beyond the screen and into everyday living, the International Indian Film Academy (IIFA) Weekend & Awards has announced a strategic collaboration with A29, a contemporary wellness and athleisure brand founded by entrepreneur Isha Jain, for the 27th edition of the IIFA Weekend & Awards in Abu Dhabi in January 2027.

Bringing together IIFA’s global cultural platform and A29’s contemporary approach to wellness, movement and understated luxury, the collaboration marks an exciting intersection of cinema, lifestyle and self-expression. Rooted in India and inspired by a global outlook, the collaboration aims to translate the glamour, creativity and aspirational spirit of Indian cinema into a lifestyle proposition designed for today’s generation.

Guided by the collection philosophy “Made to Move. Born to Shine.” A29 × IIFA will introduce limited-edition capsule collections that bring a cinematic sensibility to contemporary athleisure. Blending effortless versatility with distinctive design, the collection will feature subtle champagne-gold accents, IIFA-inspired motifs, collector-style details and unisex statement T-shirts that draw on the playful spirit of popular culture, Indian cinema and heritage.

At its heart, the collaboration celebrates the idea that the spirit of a star extends beyond the spotlight. By bringing together the worlds of performance, personal wellbeing and contemporary design, A29 × IIFA seeks to connect the excitement of the IIFA green carpet with the confidence, comfort and individuality of everyday life.

The partnership also reflects IIFA’s continued commitment to championing emerging talent and supporting the next generation of Indian entrepreneurship. Through its collaboration with A29, IIFA extends its cultural influence beyond cinema, creating opportunities for Indian brands and new creative voices to engage with global audiences through contemporary lifestyle and design.

Andre Timmins, Co-Founder, IIFA, said, “For more than two decades, IIFA has built a global cultural platform that celebrates creativity, aspiration and the emotional power of storytelling. Our collaboration with A29 represents an exciting evolution of this journey one that reflects how the worlds of cinema, fashion and wellbeing are increasingly interconnected. Together, we aim to redefine athleisure as a refined form of contemporary luxury one that is both mindful and aspirational. This partnership allows us to explore a new dimension of cultural expression, bringing the discipline and mind-set behind performance into the everyday lives of audiences around the world. We are proud to collaborate with an Indian brand that shares our ambition to grow globally while remaining rooted in authenticity and purpose.”

Isha Jain, Founder, A29, said, “At A29, we believe wellbeing is a powerful expression of identity and intention. Partnering with IIFA allows us to bring this philosophy into dialogue with culture, creativity and performance at a global scale. At its heart, A29 was born from the belief that wellbeing is deeply personal and richer when shared. We hope to build a culture of care that celebrates mindful choices, small everyday steps and the strength of community, nurturing not just the body, but also the mind and soul.”

Looking ahead, the collaboration is envisaged as a long-term partnership, with future capsule collections and experiences exploring the convergence of lifestyle, culture and entertainment. Planned initiatives include experiential activations, celebrity-led storytelling, curated retail moments and global digital campaigns, creating new ways for audiences to engage with the A29 × IIFA universe.

Further details regarding the collection, launch timeline and upcoming activations will be announced in the coming months.

The 27th Edition Of IIFA Weekend & Awards Set To Take Over Etihad Arena, Yas Island, Abu Dhabi, On 22nd – 23rd January 2027.