The iconic brand Pepsi marked its foray into the world of fashion through a collaboration with homegrown Ready To Wear (RTW) label HUEMN. The collection launched at FDCI’s LOTUS MAKE-UP INDIA FASHION WEEK SS’20, celebrates the SWAG of the new generation.
The PEPSI®x HUEMN fashion collection builds on the beverage brand’s philosophy that INTERESTING IS THE NEW COOL. Each piece, created by designer duo Pranav Misra and Shyma Shetty, will reimagine and personify the brand’s philosophy of SWAG. It comprises of statement athleisure in classic HUEMN style incorporating the soul of Pepsi®.
The iconic PEPSI-COLA® logo will find its way across the collection’s distinctive, vibrant pieces evoking a sense of nostalgia, while at the same time being rooted in popular culture. All denim fabric used in the collection is made using recycled plastic, in line with PepsiCo’s ‘Winning with Purpose’ vision which aims to build a world where plastics never become waste.
FDCI Chairman Sunil Sethi shares, “Pepsi as a brand has always had a focus on pop culture and this reflects in their new campaign ‘Har Ghoont Mein Swag’. It finds harmony with HUEMN, which as a brand boosts self-confidence using diversity in fashion as a vehicle of communication. This proverbial swag is evident in both Pepsi and HUEMN, as they embark on creating a line which embodies the spirit of living life to the fullest, the omnipresent mantra for GenZ.”
Speaking about the collection, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India, “PEPSI® is a brand that has always resonated with the voice of today’s generation. This new generation is armed with SWAG or inherent confidence in their own abilities. They are not afraid to express themselves and are constantly on the lookout for ‘Interesting’ new ways of self-expression. Fashion has always been an important way of self-expression for Indian youth and our foray into the world of fashion is a step to celebrate this self-expression.
The Pepsi® x HUEMN COLLECTION reflects the cool attitude and SWAG of the youth. We are very excited to launch the collection at the upcoming India Fashion Week and are confident that it will find its way into the hearts and closets of India’s youth very soon.”
HUEMN’s co-founder Pranav Misra added, ““The collection has a strong youthful appeal to a conscious customer as all denims in the line are made from recycled ocean plastics. There are handcrafted details and fun handcut applique but also lots of basics for every palate.”
He describes the collection as progressive and relevant and a line that will pave the way for more artistic collaborations between powerhouses to drive a fresh new aesthetic.
Beautiful Bollywood actress, Disha Patani, swayed down the runway in this beautiful outfit.
Pepsi®’s ‘Har Ghoont Mein Swag’ campaign was launched earlier this summer and aims to celebrate the confidence and self-belief of the Indian youth. The campaign is all about living in the moment, seizing new, interesting opportunities and doing it all with SWAG. It is based on the idea that when the self-belief of India’s youth leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful SWAG.