Pantaloons, India’s most loved and trusted fashion retailer, announces the launch of Truly SMA, the contemporary fashion label founded by actor and fashion icon Samantha Ruth Prabhu. This first launch event of Truly SMA at Pantaloons also builds on the brand’s ongoing association with the actor as the face of Pantaloons, bringing the collaboration together in a deeper way. The introduction of the brand further strengthens Pantaloons’ commitment to offering customers thoughtfully curated labels that reflect the evolving style of modern India. Pantaloons is a playful and youthful fashion destination from the house of Aditya Birla Fashion and Retail Ltd.

With a sharp understanding of what today’s woman seeks from her wardrobe, Pantaloons continues to expand its fashion portfolio with brands that balance aspiration and accessibility. Truly SMA is a natural addition to this journey, bringing a perspective that is rooted in confidence, comfort and individuality.

 The launch event, held at the flagship Pantaloons store in Hyderabad, saw a massive turnout of fans and fashion enthusiasts eager to get a first look at a brand that promises to blend Samantha's signature effortless style with high-quality, everyday functionality. The Pantaloons store came alive with conversations around personal style, self-expression and effortless dressing as guests experienced Truly SMA up close in a high-energy retail setting.

Speaking about the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND! said, “At Pantaloons, our focus is on bringing fashion that resonates our customers. Truly SMA embodies a modern sensibility for effortless style, which aligns beautifully with our vision. We are delighted to introduce the brand across select stores and celebrate this milestone with a special launch in Hyderabad. It also marks an exciting new chapter in our ongoing association with Samantha.”

Adding to this, Samantha Ruth Prabhu said, “Truly SMA is very personal to me. I wanted to create clothing that feels authentic and empowering - pieces that move with you through everyday life. Launching Truly SMA at Pantaloons feels great as it takes my association with the brand forward, enabling us to bring the Truly SMA collection to women across the country. And being at the starting line of this journey in Hyderabad feels really special.”

Truly SMA which is born from Samantha’s personal philosophy of authenticity and mindful living, is designed to be fluid, effortless and versatile. The debut collection features an array of everyday wardrobe essentials, including versatile co-ords, tops, dresses, and separates, designed for comfort, repetition, and effortless style – pieces that move seamlessly through real life.