Pepsi and HUEMN celebrate the spirit of youth with swag

The newly launched collection will be showcased at a fashion show on 17 December.

Mumbai: Beverage brand Pepsi is all set to celebrate the spirit of the younger generation through its partnership with disruptive fashion label HUEMN for their latest collection. 

The collection that oozes swag, and the spirit of community, is set to be showcased through an on-ground fashion show in Mumbai on 17 December. Adding to the glitzy star quotient, Bollywood superstar and youth icon Sara Ali Khan will be seen sporting a coveted Pepsi x HUEMN look that will surely become a cult trendsetter.

The collection will be an ode to the "swag generation" and align with the brand DNA of both Pepsi and HUEMN, who are known to empower the youth time and time again. The capsule collection will feature HUEMN’s trademark design and aesthetic while staying true to Pepsi’s iconography, which will aim at encouraging the youth to be their authentic and true selves.

Speaking on the collaboration, PepsiCo India category lead for Pepsi Cola Saumya Rathor said, "Pepsi is a brand that has always resonated with the voice of today’s generation. This new generation is armed with "swag," or an inherent confidence in their own abilities. They are not afraid to express themselves, and fashion has always been an important tool through which they can express their identities. Our collaboration with HUEMN is our commitment to celebrate this very philosophy."

Commenting on the collection, HUEMN co-founder & CEO Pranav Misra said, "We are thrilled to be partnering with a legacy brand such as Pepsi. HUEMN's signature has always been both easy sophistication and artistic abandon, which is being presented to a global audience. The collection is a testament to the ethos of both brands, which believe in self-expression and confidence. This is our effort to bring an inclusive and fresh collection driven by both a constantly evolving social landscape; and our 10th year of business."

The collection will also be complemented by limited-edition, exclusive Pepsi Black X HUEMN cans. Following the showcase, the Pepsi x HUEMN merchandise will be available online.

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