"Dreams really do come true."
Chanel has appointed Ananya Panday as its first-ever brand ambassador for India.
The announcement marks a milestone as global luxury houses turn their focus to the country’s fast-growing market.
In just six years, the 26-year-old has become a leading face of Gen Z cinema and style.
Ananya has earned praise for roles in Call Me Bae, Kho Gaye Hum Kahan and Student of the Year 2.
Industry speculation intensified after Ananya attended Chanel’s Spring/Summer 2025 show in Paris.
Her frequent appearances wearing the brand, including at the Business of Fashion’s Mumbai dinner, and covers for Vogue India and Grazia India in Chanel outfits, added to the momentum.
Her 25.9 million Instagram followers often engage with her fashion content, where Chanel has made recurring appearances.
Analysts say the appointment signals a deliberate strategy to tap into India’s booming luxury sector and digital-savvy youth.
Chanel, one of the earliest global luxury names to enter India in 2005, has since grown a measured but persistent presence.
It operates a fashion boutique in New Delhi, seven beauty stores in cities like Mumbai, Bengaluru and Gurugram, and three airport outlets. It also launched an e-commerce platform for India in 2023.
On Instagram, Ananya Panday shared a series of pictures wearing Chanel clothes and accessories.
She wrote: “Beyond grateful and excited for my journey with Chanel. The first ever brand ambassador for and from India.
“Dreams really do come true.”
A Chanel spokesperson said: “Ananya characterises a generation of evolving tastes and fiercely independent identities who navigate the world with their curiosities.
“Her values resonate with Chanel, making her the perfect choice to represent the house.”
Ananya Panday said the brand reflects “the essence of personal liberation, empowering one to boldly embrace their individuality with timeless elegance”.
The endorsement marks a significant moment for the luxury industry’s next chapter in India.
According to Bain & Company, Indian luxury spending is expected to nearly triple by 2030 to £21-£24 billion.
Ananya Panday already leads several high-profile brand partnerships.
She is the face of Swarovski and has fronted Jimmy Choo’s India campaigns. Her commercial portfolio also includes Lakmé, Beats and Timex.
While Sonam Kapoor, Alia Bhatt and Deepika Padukone have fronted luxury giants Dior, Gucci and Louis Vuitton respectively, Ananya Panday is the first of her generation to sign with a heritage house like Chanel.
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