Huemn collaborates with Pepsi for LMIFW
Huemn’s spring/ summer 2020 campaign in collaboration with Pepsi debuted on the runway on day one of the 34th edition of Lotus Makeup India Fashion Week. The collection mixed Huemn’s signature modern athleisure and casual wear with images of Pepsi bottles and the soft drink brand’s logo which gave the collection a graphic and vintage feel. Tracksuits, double denim, and boxy jackets featured along with flannel shirts, leggings, and sweatshirts.
All denim used in the collection was made using recycled plastic. This follows Huemn’s aim of creating sustainable fashion and Pepsi’s “Winning with Purpose” campaign to eliminate plastic waste.
“Pepsi is a brand which has always resonated with the voice of today's generation,” PepsiCo India’s marketing director for hydrating and cola Tarun Bhagat said about the collaboration, as reported by the Economic Times. “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.”
Huemn was founded by Shyma Shetty and Pranav Misra in 2012 and was a winner of the Vogue India Fashion Fund in 2017. The brand is known for its modern and androgynous designs and thought provoking campaigns.
Lotus Makeup India Fashion Week began on October 9 and runs until October 13 at the Major Dhyan Chand National Stadium at India Gate in New Delhi. The event is organised by the Fashion Design Council of India in association with EbixCash and the theme for this season is “My Fashion My Tribe”.
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