When it comes to the industry we are currently operating in, it is no secret that diversification of minds, talents and ideas is of the utmost importance. And, one platform that is not only aware of this, but fully dedicated to amplifying the voices being born out of the Indian diaspora’s creative sector is Anita Chhilba’s Diet Paratha.
And now, in a bid to continue on with its so-far successful mission, the platform has partnered up with the fragrance brand BYREDO, founded by Ben Gorham, in celebration of their newest scent, Mumbai Noise. With the fragrance itself rooted in the theme of the nostalgia surrounding Indian culture, it was only fair that Anita call upon her roster of incomparable emerging talents in a bid to each interpret the perfume’s notion and celebrate its heart-warming ethos.
With the likes of Shweta Sharma, Chila Burman, Richie Shazam, Jaishri Abichandani, Sunroop Kaur and more all undertaking the task of crafting a unique label to adorn the scent, the perfume bottle underwent 10 different reimaginings as the endless sub-sectors and beautiful diversity of India’s culture became apparent in the most poetic of manners. And, what better way to enjoy the array of designs than at an exclusive cocktail evening? Taking place at the brand’s London-bound flagship store, the Diet Paratha community came together in celebration of the partnership for a pre-Diwali affair, making the collaboration all the more memorable.
“BYREDO founder Ben Gorham is a native Swede with Canadian and Indian heritage. BYREDO’s new fragrance Mumbai Noise was born out of exploration and nostalgia from Ben’s experiences of spending time with his grandmother in Chembur, Mumbai, and that is what makes this project very special to me,” explains Anita Chhilba when speaking on the partnership. “I am honoured that BYREDO has reached out to Diet Paratha to curate ten artists across the world to launch the fragrance to market and celebrate this moment in the UK. As a huge admirer of the brand, I am so pleased we were able to present the exhibition and pre-Diwali cocktails to the wider Diet Paratha community last night.”
To discover more and shop Mumbai Noise, head to byredo.com.