Did Alia Bhatt just model for a Pakistani label? Truth behind new Instagram photos of Bollywood actor in silk suits

A Pakistani clothing label's Instagram post featuring edited images of Alia Bhatt is gaining attention. Here's how the brand reacted to social media comments.

Social media was set abuzz this week when a Pakistan-based clothing label, Wajayesha Official, posted a series of images featuring Bollywood actor Alia Bhatt draped in their latest ethnic wear. However, eagle-eyed fans were quick to call foul on the 'collaboration'.

Wajayesha Official seemingly digitally superimposing Alia Bhatt’s likeness on its clothing line. (Instagram/ wajayesha.official)

On April 16, the brand shared a carousel of images on Instagram showcasing Alia in a variety of vibrant colours — ranging from deep burgundy and emerald teal to soft lavender and classic black. The caption read: “Even Alia Bhatt likes our pure sheesha silk collection!! 🤭 Colour can be customised, book your order now.”

Alia Bhatt's edited picture shared by the brand (left), and the original inspiration. (Instagram/ wajayesha.official and Alia Bhatt)

The reality: a case of digital tailoring

While the outfits look seamless on the actor, the 'shoot' isn't exactly what it seems. Despite the brand's cheeky response to critics, these are not official campaign photos. The images are seemingly digitally edited (likely using AI or high-end retouching) to superimpose Alia’s face and torso onto the brand's 'pure sheesha silk' collection.

The original photos that served as the base for these edits come from some of Alia’s public appearances, like her walk on the L'Oréal Paris runway in 2024: the silver-grey look clearly utilises Alia’s sleek, wet-hair look and distinct makeup from her ramp walk in Paris.

Several of the poses and jewellery sets, including the choker and floral accessories, are lifted from her photoshoot wearing Sabyasachi. Another edited picture appears to borrow from her styling during Gucci's show at Milan Fashion Week in February 2026.

Alia Bhatt's picture shared by the brand (left), and the original shared by the actor. (Instagram/ wajayesha.official and Alia Bhatt)

'She will sue you'

The Instagram post didn't sit well with many, who accused the brand of using the actor's likeness without permission for commercial gain. The comments section turned into a battleground of skepticism and humour with one Instagram user commenting, "Alia Bhatt ko pata hai brand shoot ke bare (Does Alia even know about this)?"

The brand responded with laughing emojis, seemingly unfazed, and writing, “Viral karein please ki unku bhi pata chal jaye (Please make this post viral, so Alia also finds out).”

How brand reacted

A person also commented, "She will sue you!" To which the brand boldly replied, "No she will not." Many users tagged the actor to alert her of the copyright infringement. "This is AI, I will send this to her," a person commented.

This isn't the first time smaller labels have seemingly used celebrity 'fakes' to boost sales. By using familiar faces like Alia Bhatt, brands tap into the 'aspirational' value of Bollywood fashion without the multi-million dollar endorsement fees. For now, fans are advised to take these 'celebrity-approved' collections with a heavy grain of salt — and a bit of digital skepticism.

Note to readers: This report is based on user-generated content from social media. HT.com has not independently verified the claims and does not endorse them.