Elle Style Awards 2017: How Pranav Misra & Shyma Shetty built India’s favourite alt-fashion label
From a renewed contract with Puma to plans of launching their e-commerce website
It has been a bumper year for some of fashion’s biggest and most interesting players — from star-studded collaborations to breakneck expansion and serendipitous discoveries. Meet the candidates who made 2017 well and truly their own.
Pranav Misra and Shyma Shetty, Huemn
“It has been a good year, in terms of communicating our alternative brand language,” says Pranav Misra of Huemn, the label he runs with his partner Shyma Shetty. And rightly so. Huemn earned itself the cred of being India’s go-to emblem for disenfranchised fashion types by elevating streetwear styles of gently oversized jackets and sweatshirts, hoodies, emblazoned T-shirts, patchwork jeans, tartan pantsuits and sneakers.
From left, on Misra: Fleece jacket, Rs 11,800, Huemn. On Shetty: Lace corset, Shetty’s own. Nylon puffer, Rs 14,500, Huemn
The year of accolades, including a renewed contract with global sportswear brand Puma, also brought with it a unique set of challenges. “Demonetisation dealt a big blow to small-scale industries such as ours; we are a modest team of 25. The newly implemented Goods and Services Tax (GST) also brought forth trouble since stores couldn’t figure out a suitable tax category that identified our streetwear style,” he explains. Looking ahead, Misra hopes that the launch of the label’s e-commerce website in 2018 will aid in abating the retail demons of 2017.
“The colours and the geometry of Huemn’s garments keep their stuff fresh.” — Iman Abdelhamid Farouk Eldeeb, model.
From left, on Eldeeb: Nylon T-shirt, Rs 12,500, silk skirt, Rs 18,500; both Huemn. Brass and silver earrings, Rs 2,500, Anaqa. Leather sneakers, Rs 12,999, FENTY X PUMA. On Latocha: Silk skirt, Rs 18,500, polyester windcheater, Rs 7,900, nylon jacket, Rs 20,000; all Huemn. Leather sneakers, Rs 12,999, FENTY X PUMA Photographs: Errikos Andreou and Jatin Kampani
Styling: Divyak D’Souza
Art direction: Prashish More
Hair: Rita Shukla and make-up: Kritika Gill
Models: Iman Abdelhamid Farouk Eldeeb and Marcelina Anna Latocha/Inega Model Management
Production: Aditi Productions
Assisted By: Riddhi Vartak, Keyuri Sangoi And Zenia Daruvala (Styling)