The oh-so-cool HUEMN, the decade-old label ‘RTW fashion label... handcrafted by artists’, recently collaborated with Pepsi for a fashion show in Mumbai. And one look at the collection, the word ‘fun’ will instantly pop up in your mind. Statement, pieces of art, so young and truly global. We caught up with Pranav Misra, co-founder and CEO, HUEMN, to know more about the collaboration.
Pranav Misra, co-founder and CEO, HUEMN
How did the collaboration with Pepsi come about?
This was our second collaboration with Pepsi. Partnering on this was a very organic process for both brands. Collectively we believe in the same idea of society and our inclusive approach is reflective of that.
Why did you think it’s a great brand fit?
Pepsi is an iconic brand. The fact that a single product binds together people from all walks of society is very inspiring to me.
What kind of collection will we see?
The collection was rooted in the classic HUEMN DNA and signature fits and we innovated some very complicated and unique washes. It is a ready-to-wear collection that the company plans to drop at www.huemn.in in batches. It consists of hoodies, denims, our double pallu signature hybrid sari pants, and embroidered suits.
How was it working with Sara Ali Khan?
Sara is a wonderful artiste and has a unique voice with a deep sense of humour. I think that is essential for any individual to find a connection to the environment around them. She was a natural choice for us for this association.
Your brand is cutting edge. How is modern India dressing now?
Thank you for your recognition. I think India today is boiling with a sense of curiosity to be dressed in a certain way, which is at par with the global aesthetic. Now a business does require a unique sense of cultural individuality and being an Indian brand that narrative was naturally unique from a global point of view and equally relevant to a wider audience. India has also opened arms to homegrown businesses post-pandemic and HUEMN has been at the epicenter of that movement.
What can we expect 2023 to be like for Huemn? You’ll be pushing the boundary even more, right?
I think it is still very early to be more elaborate on our plans for 2023, what I can say with certainty is that whether we fail or succeed in our efforts, we would never not push enough to reinvent. The funny thing about boundaries is they are almost insignificant to a creative intellectual. Where society sometimes puts boxes around you for a comfortable understanding into your mind, you don’t pay attention to it, boxes keep changing. It’s almost like a transparent projection of a box around you, when you’re in the middle of it, you don’t see it and you evolve fast enough to put reverse pressure on the community around you to keep changing that box.
Saumya Rathor, category lead, Pepsi Cola, PepsiCo India
Can you pick five youth icons of 2022 in terms of their style?
It is very hard to pick names for me in terms of style. I love people and at some level there is something charming that I find about everyone I know and get inspired from.