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Chivas Luxe Collective unveiled Alchemy’s 5th Edition, where new journeys unfolded to ignite imagination

Esteemed visionaries redefined creativity, showcasing an enchanting metamorphosis from Inception to Inspiration 

NEW DELHI, Dec. 5, 2024 /PRNewswire/ — Chivas Alchemy, an exquisite multi-sensory odyssey, unveiled its 5th edition – a resplendent portrayal of ‘Chrysalis’, exploring the origin of luxury and creativity. It illuminated the modernity of art and design, transforming the concept of creation into a breathtaking spectacle. Joining hands with 4 esteemed Alchemists from the realms of craft, art, fashion, and entertainment, Chivas Luxe Collective Alchemy wove their extraordinary craftsmanship into a tapestry of metamorphosis. The definitive luxury experience arrived, redefining creativity in the heartland of luxury – Hyderabad. Laced with opulence, the evening unfolded as a masterful exploration of the intricate layers and elements that comprise the art of creation.

Jayanti Reddy, the Alchemist of Craft, represented the genesis of this transformative journey. Hailing from Hyderabad, she skillfully bridged traditional craftsmanship with contemporary aesthetics, breathing life into raw ideas that shimmered with potential. Her designs encapsulated a harmonious blend of cultural richness and modern innovation, where age-old techniques were interwoven with contemporary textiles. Captivating guests with her creations, which included an exquisite creation showcasing the intricate inlay and engraving of bidri craft, along with a floor installation and backdrop textile art, Jayanti’s work underscored how luxury can emerge from a profound understanding of tradition.

Aparajita Jain, the Alchemist of Art, took center stage, illuminating the process of transformation. Her talent for curating art and weaving abstract concepts into palpable forms brought depth and meaning to luxury. With each of her pieces, she revealed the intricate stories embedded within, much like the soft cracking of a chrysalis that holds beauty within. To explore the future of contemporary times, two artists brought alive different areas of the sprawling Taramati Baradari monument, showcasing their unique interpretations. Martand Khosla’s art installations created a dramatic interplay of light and shadow, reflecting the precarity of urban spaces while envisioning new possibilities. Ayesha Singh’s sculptures invited viewers into an alternate dimension, where diverse architectural styles coalesced, offering fresh perspectives on history and space. Each artist pushed boundaries, exploring new possibilities for the future.

The event glittered with Anaita Shroff, the Alchemist of Glam, who epitomized the dramatic emergence of beauty. Attendees were enveloped in a world of golden hues and creative energy, where luxury transcended materiality to become an immersive experience. Anaita unfolded a vivid narrative of metamorphosis, with a parade that represented a new chapter in fashion. It began with the unexpected, transitioning through moments of intensity and glamour.

Marking the pinnacle of this extraordinary journey, Naga Chaitanya, the Alchemist of Emotion – revealed the Chivas Luxe Collective perfume. As he embodied the moment when luxury becomes a living experience, attendees were invited to partake in the richness and complexity of what had been created. Naga Chaitanya revealed luxury as a multi-faceted gem, unveiling a new face and flavor that propels forward into the future.

Chivas Luxe Collective Alchemy, co-curated by Sunil Sethi, Founder, Sunil Sethi Design Alliance, and ace designer Aashish N Soni brought together four extraordinary Alchemists who are redefining luxury in the modern age. Akin to the evolution of a chrysalis into a butterfly, each of the four alchemists embodied a distinct phase in this enchanting transformation, from the inception of ideas to inspiring the future.

Speaking on the occasion, Mr. Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “Chivas Luxe Collective Alchemy celebrates refined craftsmanship and luxury, echoing the ageless quality of our brand. This year, Chrysalis perfectly encapsulates our journey, inviting connoisseurs to experience luxury not merely as an end product, but as a profound narrative woven through imagination and emotion. We are thrilled to partner with extraordinary visionaries whose journeys ignite imagination.”

Chivas Alchemy unfolded as an unforgettable celebration of creativity and connection, unveiling the profound essence of luxury in all its splendor. The evening, alive with high-octane energy, welcomed a constellation of connoisseurs, industry titans, aficionados, and luminaries from the realm of glamour, each surrendering to the spellbinding experience. It was a moment brimming with revelation and awe, illuminating the magic of transformation. Together, the alchemists emphasized the journey from concept to creation.

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Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-2.jpg

 

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News Wire

Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-1.jpg

 

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Jameson Connects grooves to Grammy winner Anderson .Paak in Mumbai

An intimate celebration of music, culture, and community, also featured Seedhe Maut and Shekhinah

MUMBAI, India, June 4, 2025 /PRNewswire/ — Music lovers in Mumbai were treated to an unforgettable evening as Jameson Connects brought its signature global experience, Distilled Sounds, to India’s cultural capital with an electrifying night of rhythm, soul, and connection. Headlining the showcase was none other than Grammy Award-winning artist Anderson .Paak as DJ Pee .Wee, who took over Famous Studios, Mumbai, for a high-voltage, electrifying up-close performance that brought unmatched energy to this thrilling chapter of Jameson Connects.

DJ Pee .Wee, the dynamic alter ego of Anderson .Paak, delivered a high-energy DJ set that showcased his impeccable taste and versatility behind the console. Known for his genre-blending sound that merges hip-hop, soul, funk, and R&B, Anderson .Paak additionally treated audiences to an intimate live performance towards the end, captivating them with his rich musicality and vibrant presence.

Adding to the evening’s vibrant soundscape was a duo who need little introduction — Seedhe Maut. Fresh off the release of their eighth project DL91 FM, the genre-defying Delhi-based icons brought their razor-sharp lyrics and explosive live energy. Joining them was South African powerhouse Shekhinah, celebrated for her soulful vocals and signature fusion of R&B and pop. Together, they formed a thrilling trifecta of artistry that embodies Jameson’s spirit of fearless creativity and community.

With each edition, Jameson Connects continues to raise the bar in crafting immersive cultural experiences that merge music, community, and creativity. Known for spotlighting boundary-breaking talent from around the world while championing local voices, the platform has become a space where global artistry meets homegrown expression. The upcoming Mumbai showcase is set to be no different-an intimate yet high-impact gathering that celebrates the spirit of connection, the power of live performance, and the magic that unfolds when diverse creative energies come together under one roof.

More than just a music event, Jameson Connects delivered a curated celebration of culture, community, and connection. From eclectic pop-ups by homegrown brands to vibrant F&B experiences and the thoughtfully curated zones, every element is designed to spark conversations and camaraderie.

Stay tuned for what’s next from Jameson Connects.

Link: https://www.instagram.com/jameson_alwaysintomixin?igsh=eGszaTBsNTV5N2Yx

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-grooves-to-grammy-winner-anderson-paak-in-mumbai-1.jpg

 

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