Pranav Misra: Collaborations Are a Powerful Tool for Expanding a Brand’s Reach – News18
Huemn x Lay’s collaboration blends nostalgia with contemporary design.
From the Classic Salted to the West Indies Hot ‘n’ Sweet Chilli, Huemn celebrates the iconic flavours of Lay’s in a limited-edition collection.
Fashion and food, a collaboration made in heaven. The flavour and vibrancy of the palate and palette, comes alive in Huemn’s one of a kind collaboration with potato chip’s brand Lay’s. This collaboration exemplifies how food and fashion can come together to create a narrative that goes beyond the ordinary.
Pranav Misra, co-founder, Huemn, shares with News18 what makes this collaboration special, what to expect in the 25 styles designed for the limited-edition collection and why Classic Salted flavour is a personal favourite.
In 2022, to celebrate 10 years of Huemn, a capsule collection was created in association with Pepsi. This year, once again you join hands with PepsiCo, to create another collection with Lay’s. How has the relationship journey between Huemn and the brand been like?
Our partnership with PepsiCo India has been a remarkable journey. Over the course of three collaborations, we’ve witnessed the power of combining our unique aesthetics with their iconic brand. Each project has been a testament to our shared commitment to innovation and quality. From brainstorming sessions that spark creativity to the exhilarating launch of the final product, working with PepsiCo India has been both rewarding and enriching. The process has allowed us to continuously evolve and expand our creative horizons, making each project a memorable and impactful experience.
Huemn in the last decade has had a successful string of collaborations, what makes this one special?
The Lay’s collaboration felt particularly special because it aligned so seamlessly with our brand’s ethos. Lay’s is a symbol of shared experiences, joy and comfort. We wanted to create a collection that would evoke those same feelings, while also showcasing our signature design elements. The challenge was to find a balance between honouring its heritage and introducing our own unique perspective. This delicate balance is what makes this collaboration stand out, blending nostalgia with contemporary design in a way that feels both authentic and innovative.
As a fashion designer, does collaborations add an advantage to a brand’s identity? How has it benefited Huemn?
Collaborations are a powerful tool for expanding a brand’s reach and introducing it to new audiences. By partnering with iconic brands like Pepsi and Lay’s, we’ve been able to leverage their established credibility and trust. These collaborations also allow us to explore new creative avenues and push the boundaries of our designs. It’s a mutually beneficial relationship where both brands can learn from each other and grow.
Huemn’s storytelling through handcrafted textures and art has been a great conversation starter in the fashion industry. What have you designed for this collection?
We wanted to create pieces that were both visually striking and comfortable to wear. We have designed two hand embroidered t-shirts that are a part of this collection. We also have a unique hand embroidered accessory. The embroidery technique allowed us to incorporate intricate patterns and details that would complement the Lay’s brand. Each piece is a labour of love, reflecting our dedication to craftsmanship and attention to detail.
What colours and flavours have you explored for this collection and how many pieces have you designed for the collection?
The collection consists of 25 styles, including t-shirts, hoodies, and shirts. We’ve carefully selected a palette of colours that reflect the vibrant and playful spirit of Lay’s. To complement the visual appeal, we’ve incorporated a variety of popular Lay’s flavours into the designs. From the Classic Salted to the West Indies Hot ‘n’ Sweet Chilli, there’s something for everyone.
What’s your favourite Lay’s flavour and have you included it in any silhouette?
Classic Salted is my personal favourite Lay’s flavour. It’s a timeless classic that never disappoints. I love its simplicity and versatility. It’s the perfect choice for any occasion. Of course, we had to include it in the collection as a tribute to its enduring popularity.
