ONLY Puts Smriti Mandhana on Autumn Denim — Fit, Instinct and Switch-Ups

Mumbai, September 2026: Fashion brand ONLY (BESTSELLER India) has launched its Autumn 2026 Denim campaign with Indian cricket star Smriti Mandhana, framing denim as a language of confidence and self-expression for young women rather than a one-wash wardrobe staple.

The ONLY Fit platform puts jeans and statement jackets at the centre — pieces meant to be styled, switched and worn on repeat, from everyday comfort to standout moments. The brand is positioning Mandhana as the “ONLY girl” archetype: ambitious, self-assured and defining her own path on and off the field. The collection is live across the ONLY app, stores and online.

Sumit Dhingra, CEO and Country Director, BESTSELLER India, said: “Smriti Mandhana is one of the standout icons of her generation, not just for what she has accomplished, but for how she has gotten there: on her own terms, in her own time, always staying true to herself. That quiet confidence and authenticity is exactly what ONLY represents. With this collaboration, we want to inspire young women across India to pursue their ambitions boldly and carry their individuality with pride.”

Smriti Mandhana said: “What drew me to ONLY is the ease and energy the brand brings to style. That instantly resonated with me. Denim has always been a go-to in my wardrobe because it fits naturally into my day and gives me the choice to experiment with my look depending on the moment. Partnering with ONLY felt like a natural fit because we share the similar philosophy; trusting your instincts, keeping it effortless and always being open to switching things up.”

Athlete-fronted denim usually sells a hero silhouette. ONLY is selling a restyle habit — Mandhana as proof that the same jean can move from nets to night without losing the brand’s quiet-confidence brief.

MAM editorial team The strategists and writers at Mad About Marketing, writing up what we see in the work every week.