EUME, the luggage and travel accessories brand known for its smart and functional designs, has announced actor Ishaan Khatter as its new brand ambassador. This partnership marks a major milestone as the company moves beyond travel gear and positions itself as a broader lifestyle brand.
The collaboration reflects a shared belief in movement, not just in travel, but in self-expression, creativity, and personal style. According to EUME, Ishaan embodies the perfect balance of energy, effortlessness, and individuality, making him a natural fit for the brand’s evolving identity.
EUME built its reputation through innovative travel accessories, but the brand is now expanding its vision. With Ishaan Khatter as the face of this shift, EUME is embracing a larger lifestyle narrative that connects with young, expressive, and constantly evolving consumers.
Naina Parekh, founder of EUME, expressed excitement about the partnership. She said, “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.”
She added that Ishaan resonates with the individuals EUME designs for, people who value functionality but do not want to compromise on style or personal expression.
The announcement comes with the launch of EUME’s new campaign, #MakingMoves, which features Ishaan showcasing the brand’s full product line. Instead of focusing on a single category, the campaign positions him as the face of the brand’s new lifestyle-focused direction.
The visuals adopt a modern, minimal, and stylistic look. The brand shared that Ishaan was involved in shaping aspects of the creative process, including styling, movement, and narrative tone. This highlights a deeper, more collaborative partnership.
Sharing his thoughts, Ishaan 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.”
His personal style and dynamic personality echo the brand’s mission to create products that support modern, fast-paced lifestyles while allowing users to express themselves.
With its new ambassador and refreshed design approach, EUME is ready to move into a new chapter rooted in motion, storytelling, and everyday expression. The brand’s shift signals its intention to stay relevant to a new generation of consumers who value identity, creativity, and purposeful design.