EUME, the homegrown brand known for its design-forward, comfort-led products, has officially announced actor Ishaan Khatter as its new brand ambassador. The announcement marks a pivotal moment in EUME’s evolution from a travel accessory label to a holistic lifestyle movement, reinforcing the brand’s commitment to innovation, contemporary aesthetics and purposeful design.
The collaboration is built on a shared belief: movement is more than mobility. It is expressive, emotional, personal and deeply tied to the ways people navigate their ambitions, creativity and everyday journeys. With his kinetic energy, grounded artistic identity and modern sensibility, Ishaan embodies the EUME ethos—a blend of style, substance, craft, and cultural authenticity.
A Partnership Rooted in Shared Values and Vision
EUME Founder Naina Parekh explains the brand’s direction and why Ishaan Khatter emerged as the ideal collaborator: “We have always believed that EUME represents more than just travel accessories—it represents a lifestyle in motion. In Ishaan, we found a natural extension of that idea. He is energetic yet grounded, stylish yet effortless, and deeply connected to his craft and culture. His personality resonates with the individuals we create for—people who want functionality without losing their sense of expression. This partnership marks an exciting new chapter for us.”
EUME’s decision to onboard Ishaan coincides with the brand’s strategic shift in positioning. No longer restricted to product-led conversations, the brand is entering a new phase where design, identity and lifestyle storytelling take centre stage.
A Campaign That Reflects Modern Indian Identity
Unlike conventional celebrity endorsements that compartmentalise product categories, Ishaan represents EUME in its entirety. The campaign highlights the brand’s complete design range—from backpacks and travel gear to everyday essentials—showing how EUME integrates seamlessly into work, leisure, travel and personal downtime.
Ishaan Khatter shares why the collaboration resonated with him:
“EUME represents a mindset that truly speaks to me—smart, conscious, and effortlessly stylish. Their products are made for people who are always on the move but never willing to compromise on comfort or individuality. Working with EUME felt natural because it reflects my own way of living.”
Notably, Ishaan has played an active role behind the camera as well—contributing to styling direction, shaping narrative flow, and ensuring the creative mood mirrors his authentic rhythm of life.
A Cinematic Visual Universe: Where Tech Meets Design
The new campaign, centered around the theme #MakingMoves, is visually rich and stylistically sharp. Its Tech × Design aesthetic features clean architectural structures, modern lighting, precise lines and a futuristic mood palette. Ishaan is captured in motion—moving through space with fluidity, energy and intent.
This visual identity marks EUME’s transition into a premium lifestyle brand, one that blends craftsmanship with contemporary design philosophy. The brand’s redefined imagery positions it alongside global lifestyle labels while staying rooted in its Indian origins.
EUME’s Evolution: From Travel Gear to Lifestyle Movement
With Ishaan Khatter as the face of the brand, EUME signals a powerful new direction—one focused on:
- Design innovation
- Storytelling rooted in individuality
- Purpose-driven craftsmanship
- A lifestyle-first mindset
The collaboration reaffirms EUME’s belief that lifestyle accessories are no longer about utility alone—they are extensions of identity, emotion and self-expression.
