EUME has announced actor Ishaan Khatter as its first-ever brand ambassador, marking a key development for the homegrown travel and lifestyle brand as it sharpens its identity in the premium segment. The association has been positioned as a reflection of the brand’s focus on style, comfort and modern design.
The brand has said the collaboration has been rooted in the idea of movement as a personal and expressive experience, aligning with Ishaan Khatter’s on-screen and off-screen persona. It has stated that the actor’s individuality and creative approach have aligned with its design ethos.
EUME has also launched a new campaign featuring its full product range, highlighting how its bags and accessories have fit into work, travel and everyday routines. The brand has said Khatter represents the broader spirit of the brand rather than a single product line. The actor has been involved in shaping elements of the campaign’s creative direction, including styling and narrative cues.
The campaign has adopted a clean, contemporary visual language with a tech-led, design-forward aesthetic, signalling EUME’s move towards a broader lifestyle positioning.
“We have always believed that EUME represents more than just travel accessories — it represents a lifestyle in motion,” said Naina Parekh, Founder, EUME. “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 people we create for individuals who want functionality without losing their sense of expression. This partnership marks an exciting new chapter for us.”
Speaking about the association, Khatter said, “EUME represents a mindset that truly speaks to me, smart, conscious, and effortlessly stylish. Collaborating with EUME felt natural because their products are designed for people who are constantly on the move, but never compromise on comfort or individuality.”
