Home / Fashion / Bay to the Bay
Play Video
 

Bay to the Bay

Facebook Linkedin twitter Pinterest Google Plus E-mail this link to a friend.

In today’s era of mass production rapidly evolving lifestyles, there is a constant need to stand out. Indigenous brand bhane. seamlessly makes a shift from streets of Bombay to San Francisco to showcase both individuality and universality; the basis of the brand’s motto. Featuring and shot on people like you and me from all walks of life, the campaign Bay to the Bay once again puts the homegrown brand on a global map. The spirit of self-expression is effortlessly portrayed through  photographing a bevy of people doing very interesting things like bloggers Ashley Zeal & Emily Farren from Two Peas in Prada,  model Luke Chong, writer Tiffany Wang and visual designer Christina Chin. For the Bombay leg of the campaign, bhane. shot with celebrity stylist Sanjana Batra, blogger Santoshi Shetty, dancer and yoga instructor Lara Saluja and the man behind the lens Gaurav Sawn amongst others.
 
The love and respect from loyal customers has kept the brand intact. With more interesting collaborations lined-up, including a multi-brand sneaker shop, we can only look forward to more awesomeness. CEO & Founder Anand Ahuja tells us about bhane.’s evolution.

From launching the brand in 2012 to flying off to eclectic creative cities and launching bhane.us. How has the journey been like?
The journey is the joy, the learning. The journey is everything. Creating a brand is a long-term effort, it doesn't come overnight, and the longer a brand can stay around and present ideas consistently, the stronger the brand it develops. Our travel has always been a result of our vision; to show how people around the world all have inherently similar thoughts, tastes and choices. There is a basic principle of allowing people the independence of thought and expression, of showing the customer respect and of having thought leadership. We travel to meet with, interact with and showcase how people from different 'eclectic' cities are so similar to us ? the viewers. Expanding into the US is just a more powerful way of showing how similar we are across the world. 
 
bhane.’s Bay to the Bay campaign takes over after New Delhi to New York. What is different this time around?
It is an expansion of New Delhi to New York certainly, except in this shoot we did a better job of showcasing the different landscapes of the cities while showing similarities in overall feeling in our images. Of course, these two cities were tougher as we are more familiar with Delhi than Bombay and New York than San Francisco.  

MORE IN Fashion

BENNCH

A white oxford shirt reinterpreted with a diaphanous accordion detail; a monochrome jumpsuit with a cape for an accent; an

read more...
Karl Lagerfeld

#ThrowbackThursday with Karl Lagerfeld

'When I came, Chanel was a sleeping beauty, still a beauty but asleep. I had to wake her up.' - Karl Lagerfeld. As

read more...
Platonic Solids

Konstantin Kofta

Konstantin Kofta is an accessory designer based out of Kiev, Ukraine. His work is inspired by emotions—its beauty, elegance and

read more...
 
Schulen Fernandes for Wendell Rodricks

Schulen Fernandes

Fashion Designer A Mumbai girl with Goan roots, Schulen Fernandes is taking over Wendell Rodricks’ fashion house as the maestro retires

read more...
Interview of the Week: Arjun Saluja

Arjun Saluja

Rishta We talk to the mind behind Rishta, and he takes us through his creative process, design vocabulary and his singular

read more...
Atlas Lion

Hermes presents Fierce and Fragile: Big Cats in the Art of Robert Dallet

Hermès, the Parisian luxury house, and Panthera, the global wild cat conservation organization, have joined forces to pay homage to the

read more...
In God We Trust

Art

Munem Wasif

The Artist  I was born in Bangladesh in 1983 and I studied at the Pathshala South Asian Media Institute in Dhaka,

read more...
Profile of the Week: Ishrat Sahgal

Design

Ishrat Sahgal

Mishcat Co, Design House Following a degree in interior architecture, when Ishrat Sahgal returned to Indian shores from The States, it

read more...
A still from Kaash

Film

Kaash

Ishaan Nair, Director The Filmmaker The new director in Mira Nair’s family, Ishaan has been working after his degree in direction and

read more...
 
A graphic story written and illustrated by Aindri Chakraborty

Literature

All That We Want - The Gaysi Zine

The fifth edition of The Gaysi Zine embarks on a journey to explore the unchartered realm of queer desires, and

read more...
Interview of the Week: Jesse Veverka

Lifestyle

Jesse Veverka

Passfire All around the world, fireworks are synonymous with celebration. People from different parts of the world may speak different languages

read more...
Rush by Mali

Music

Rush by Mali

When Maalavika Manoj aka Mali started strumming her own tunes she found inspiration in long-lost friendships, memories of home and

read more...