IIFA has announced a collaboration with A29, the wellness and athleisure brand founded by entrepreneur Isha Jain, ahead of the 27th IIFA Weekend & Awards in Abu Dhabi.
The announcement, released on 3 November 2026, brings together the film awards platform and the Indian lifestyle brand for planned collections and experiences connecting cinema, movement and personal wellbeing.
Limited-edition collections planned
Under the theme “Made to Move. Born to Shine.”, A29 × IIFA plans to introduce capsule collections featuring IIFA-inspired motifs, champagne-gold accents and collector-style details. Unisex statement T-shirts are among the items described in the announcement.
IIFA co-founder Andre Timmins said the partnership would give the organisation a way to connect cinema, fashion and wellbeing. Jain described it as an opportunity to build a sense of community around personal wellbeing.
The partners envisage a long-term collaboration, with plans for further collections, experiential activities, retail moments and digital campaigns. These are planned initiatives; the announcement does not confirm that the products are already on sale.
Abu Dhabi awards weekend
IIFA says further information about the collection, its launch schedule and associated activities will be announced in the coming months.
The 27th IIFA Weekend & Awards is scheduled for 22 and 23 January 2027 at Etihad Arena on Yas Island, Abu Dhabi. Read GGN’s ticket and performer update for the previously announced programme.
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