FASHOR, a contemporary ethnic fashion brand, announces their association with Bollywood star Sara Ali Khan as their first ever brand ambassador. Through this collaboration, FASHOR is elated to redefine the standards of ethnic wear, positioning itself as the epitome of aspirational Indian fashion for the women of today.

Sara Ali Khan's vibrant personality and elegant style perfectly align with FASHOR's ethos which celebrates the spirit of the contemporary Indian women. Sara's relatable and vivacious on-screen persona has resonated with audiences across India, making her the ideal face to represent FASHOR.

`We are ecstatic to have Sara Ali Khan join the FASHOR family,` said Priyanka Kankaria, co-founder of FASHOR. `Sara embodies the FASHOR woman - someone who is deeply rooted in Indian culture but also progressive. She appreciates high fashion and quality, but also values comfort and practicality. We look forward to working with Sara and are confident that she will help us become one of India's most loved fashion brands.`

`FASHOR's stylish and high-quality ethnic wear has always resonated with me,` said Sara Ali Khan. `I love how they blend modern silhouettes and prints with traditional Indian craftsmanship to create looks that are perfect for any occasion. I'm excited to represent a brand that empowers women to express their ethnicity in new and creative ways.`

FASHOR's brand film with Sara is dedicated towards the emotion of being Dilse Indian and celebrates the spirit of being unapologetically Indian. We as Indians have our beliefs. We have our moods. We have our quirks. We don't shy away from them. We celebrate them in who we are, how we eat, how we live and definitely what we wear. The Rakhi film shows Sara talking about the special bond between her & her brother, and she looks dazzling in the purple outfit from FASHOR's Rakhi collection. The film not only showcases the beauty of ethnic fashion, but also shows how we are all truly `Dil se Indian`.

Sara Ali Khan will appear in multiple campaigns for FASHOR over the year. FASHOR is already a leading brand with lakhs of loyal customers on its Website, App, fashion Marketplaces & Shoppers Stop/Lifestyle stores across the country. It now aims to expand its offline presence across India by opening 100 EBOs in the next 3 years.