Pranav Misra: Collaborations are a powerful tool to expand a brand's reach

Fashion and food, a perfect collaboration. The flavor and vibrancy of the palate come to life in Huemn's unique collaboration with potato chip 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 of Huemn, shares with News18 what makes this collaboration special, what to expect from the 25 styles designed for the limited edition collection, and why the Classic Salted flavor is one of my favorites.

In 2022, to celebrate 10 years of Huemn, a capsule collection was created in partnership with Pepsi. This year, once again, you are teaming up with PepsiCo to create another collection with Lay's. How has the relationship been between Huemn and the brand?

Our partnership with PepsiCo India has been an extraordinary experience. Across three collaborations, we have witnessed the power of combining our unique aesthetic with their iconic brand. Each project has been a testament to our shared commitment to innovation and quality. From brainstorming sessions that stimulate creativity to the exciting launch of the final product, working with PepsiCo India has been rewarding and enriching. The process has allowed us to continually evolve and expand our creative horizons, making each project a memorable and impactful experience.

Huemn has had a successful series of collaborations over the last decade, what makes this one special?

The collaboration with Lay's was particularly special because it aligned perfectly with the spirit of our brand. Lay's is a symbol of shared experiences, joy, and comfort. We wanted to create a collection that evoked those same feelings, while also showcasing our signature design elements. The challenge was finding a balance between honoring their heritage and introducing our own unique perspective. This delicate balance is what makes this collaboration stand out, combining nostalgia with contemporary design in a way that feels both authentic and innovative.

As a fashion designer, do collaborations give an edge to a brand's identity? How has it benefited Huemn?

Collaborations are a powerful tool to expand a brand’s reach and introduce it to new audiences. By partnering with iconic brands like Pepsi and Lay’s, we were 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 handmade textures and art has been a big talking point in the fashion industry. What have you designed for this collection?

We wanted to create pieces that were visually striking and comfortable to wear. We have designed two hand-embroidered t-shirts that are 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 labor of love, reflecting our dedication to craftsmanship and attention to detail.

What colors and flavors 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 have carefully selected a colour palette that reflects the vibrant and fun spirit of Lay's. To complement the visual appeal, we have incorporated a variety of popular Lay's flavours into the designs. From the classic Salted to the West Indies Hot 'n' Sweet Chilli, there is something for everyone.

What is your favorite Lay's flavor and have you included it in any silhouettes?

My favorite Lay's flavor is Classic Salted. 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.