EUME has appointed actor Ishaan Khatter as its new brand ambassador, marking a strategic evolution from a travel accessory label to a broader lifestyle identity. The collaboration represents more than endorsement-it communicates the brand’s renewed philosophy of motion, expression, and utility-driven style.
The partnership is built on a shared belief that movement is not just functional but expressive. Ishaan’s creative persona-stylish yet grounded, energetic yet intentional-aligns with EUME’s design direction. The brand emphasizes that this shift is about connecting with individuals who value functionality without compromising personality or individuality.
“We have always believed EUME stands for more than travel accessories – it embodies a lifestyle in motion,” said Naina Parekh, founder of EUME. She described Ishaan as a natural fit for the brand’s next chapter, reflecting the balance of expression, craft, and cultural authenticity.
The latest #MakingMoves campaign spotlights EUME’s complete product ecosystem, positioning Ishaan as the face of the brand’s expanding lifestyle narrative rather than a single product line. The visuals adopt a clean, minimal design style, and Ishaan played a collaborative role in styling and narrative elements-reinforcing authenticity in the partnership.
Reflecting on the association, Ishaan Khatter shared that EUME represents “smart, conscious, and effortlessly stylish living”-a mindset he aligns with.
With this campaign, EUME signals a future built on motion, purpose and aesthetic identity – moving from travel utility to lifestyle expression.
