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Salman Khan’s niece Alizeh is new face of Being Human Clothing

Being Human Clothing, a fashion brand recognized for its commitment to both style and philanthropy, has unveiled its latest women’s collection and in a simultaneous move that has set the fashion and movie worlds abuzz, the brand has announced the charismatic Alizeh as the face of this new chapter.

Alizeh is the niece of Bollywood superstar Salman Khan, the daughter of his sister Alvira Khan and brother-in-law, actor Atul Agnihotri.

Talking about the collection and her association with it, Alizeh said, “Collaborating with Being Human has felt extremely wholesome. I did my first shoot with them nearly 10 years ago. That day has remained a core memory, as I learned more about myself and what I wanted to do with my life. As a family, we take immense pride in this brand and it’s meaningful impact on our society. Fashion is a powerful medium, a way to express yourself and what you believe in. It unites people in their distinct, individualistic ways and it creates a community. It is a privilege to be a small part of a brand that stands for something larger: love.”

In an exclusive conversation with IMAGES Business of Fashion, Sanjeev Rao, CEO, Being Human Clothing, said, “Our new collection is synonymous with trendy and impactful clothing lines. It resonates deeply with the vibrant spirit of today’s youth, drawing inspiration from the dynamic Millennial and that is why Alizeh is the perfect fit for us. Alizeh embodies the spirit of the Millennial, and we’re excited to see her shine as the face of our Women’s Collection. Her presence helps us target the right audience for Being Human.

“Alizeh’s also an ardent fan of the Women’s Collection, and chose her own ensemble for the photo shoot – so she comes with a style quotient which is unmatched! Her vibrancy, talent, and dedication to making a difference align perfectly with our brand’s ethos of ‘Doing Good, Looking Good’,” he added.

A Trendy & Impactful Collection

At its core, the Women’s Collection is a fusion of high fashion and contemporary trends, expertly redefining athleisure as versatile and enjoyable. The styles showcase a lively colour palette and seamlessly merging sporty silhouettes with retro geometrics.

“The Women’s Collection – which is now in its third season – is sharper than ever before, especially since it is the product of a lot of on ground research by Being Human as well as an incorporation of in vogue fashion trends from across the globe. These styles are perfect for both indoor and outdoor wear,” Rao explained.

Humanising Fashion

With a wide range of fabrics, from cozy knits to lightweight mesh, the collection offers a variety of on-trend silhouettes featuring intricate details like ruching, tie-ups, and retro co-ord sets. Understated in colour in line with current fashion trends, these styles prioritize comfort and self-expression.

What truly sets this collection apart is its commitment to self-love and positive inclusivity. Each piece carries meaningful messages through its prints, reinforcing the brand’s mission of spreading love and care including graphics that are printed in Braille.

Each piece carries meaningful messages through its prints, including graphics that are printed in Braille

“We have a style quotient which is unmatched, because we humanise fashion. We work towards fashion which is universally accepted, apart from being good looking. The collection transcends clothing; it’s a testament to the beautiful tapestry of life, woven with threads of love, care, hope, and joy,” Rao said.

Being Eco-Friendly

Rao said that Being Human Clothing is actively practicing circular ESG, recycling and upcycling. “We use plastic bottles to craft denim. We also use waste denim to create new clothes for the brand. The idea is to bring as much of our collection under the sustainability ambit as possible, and we are moving rapidly in this direction.”

He said the brand now uses less than 1000 litres of water to produce one denim garment whereas the average amount of water used to produce a pair of jeans is anywhere between 7000-8000 litres.

“This means Being Human helps conserve water as well as soil,” he stated.

Spreading Its Wings

Being Human – which has over 80 locations across India, all of which will showcase this fashion-forward vision – will also make the collection available online soon. The Women’s Collection will also be available in all its global outlets – Dubai, Nepal and Bangladesh.

The brand, which had launched its maiden store in Dubai measuring 2500 sq. ft. in size in August 2023, is all set to launch 3 more stores in Dubai before the financial year closes. Its master franchise in UAE is Top Brands LLC.

“We have a second store planned and third store will be launched in January,” COO of Being Human, Vivek Sandhwar, had told IMAGES Business of Fashion in an exclusive interview in August this year.

Sanjeev Rao said Being Human is exploring locations for new stores in Sri Lanka, Malaysia, South Africa as well as Singapore.

Being Human is also looking to launch stores in Saudi Arabia in a year’s time.

Aside from this, the brand is opening 3 stores in Canada before the end of FY23-24. “Canada was a natural choice for us because there is a large Indian population there and brand awareness for Being Human there is very high,” Sandhwar had told IMAGES Business of Fashion.

Rao also added that Being Human is exploring locations for new stores in Sri Lanka, Malaysia, South Africa as well as Singapore.

~ With Inputs from Surabhi Khosla, Editor, IMAGES Business of Fashion

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