Fashion & Lifestyle

The collaboration was facilitated by Maximus Collabs, the agency on record for Organic Tattva.

With travel making a bold comeback, luggage brands are stepping up their game in every possible way, the best in fact, collaborating with celebrities, fashion designers, and influencers.

The new lineup includes styles designed for everything from boardroom meetings to weekend brunches.

The collection features sweet-scented beauty treats such as the Lip Swirl – Overnight Lip Mask, Juicy Duo Lip Balm, Fruity Fusion Lip Oil Trio, and Cherry Splash Hair & Body Mist.

Both perfumes under the Assure Premium banner offer a layered olfactory experience, where top, middle, and base notes are thoughtfully blended to unfold gradually.

Its clean, smooth profile and carefully developed flavour range are aimed at those who enjoy exploring their palate with confidence and flair.

As part of this collaboration, Khan will be the face of a comprehensive 360-degree marketing campaign spanning digital platforms, print media, in-store branding, and out-of-home (OOH) advertising.

Blending fashion with tradition, the collaboration spotlighted bandhani — a centuries-old Indian tie-dye technique — as the central design language.

The collection introduces 13 vibrant colour combinations, offering a fresh visual appeal alongside its utility.

Designed with intention and rooted in sustainability, the Conscious Collection is a tribute to mindful craftsmanship.