Brands
Gen Z goes to work in style with Anushka Sen and Newme’s new line
MUMBAI: Officewear just got a Gen Z glow-up and it’s serving ambition with a side of attitude. Newme, the fashion-tech brand adored by Gen Z, has teamed up with actor and Gen Z style icon Anushka Sen to launch its first-ever co-designed collection WorkSsnIty. The 500-piece line is a bold step into the 9-to-5 world, tailored for the first-jobber, the side-hustler, and the caffeine-fuelled intern with a Pinterest board full of blazers.
From structured co-ords and pastel-hued tailoring to oversized blazers and breezy elevated basics, WorksenIty is anything but your boss’s wardrobe. Designed for the young and the restless, the collection ditches dull formals for confidence-soaked fits that are equal parts chic and workplace-ready.
“I’ve always admired Newme for celebrating Gen Z style,” said Anushka Sen, who stepped in as Creative CEO for this collection. “Workwear is an overlooked genre, and this is our way of saying bring your whole self to work, style and all.”
Sen didn’t just lend her name, she co-created the collection from concept to final fittings, ensuring each piece reflects the real-world aesthetic of young professionals. Her influence is front and centre in the #Staysenatwork campaign, which features her in scenarios from coffee runs to client meetings all while looking like the main character.
“WorksenIty is more than just clothes, it’s about self-expression at work,” said Newme co-founder and CEO Sumit Jasoria. “Gen Z is entering the workforce in huge numbers, and they’re bringing their individuality with them. With this collection, we’ve built a wardrobe that actually works for them.”
The drop also signals Newme’s evolution. Founded in 2022, the brand has quickly built cult status with over 14 experience stores and a lightning-fast delivery model that drops 500 plus new styles weekly. By adding workwear to its mix, Newme is growing with its audience showing up for job interviews, boardrooms, and every power move in between.
Exclusively available on the Newme app, website, and experience stores, WorksenIty proves one thing loud and clear Gen Z isn’t just dressing for the job they want. They’re dressing like they already own the place.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
