Fashion and music often flirt with each other. In the past year we’ve seen brands move beyond traditional still-image advertising and embrace sound and motion as part of their storytelling. Earlier this year, GAP’s ‘Better in Denim’ campaign featured the global girl group KATSEYE performing to a re-worked version of Kelis’s ‘Milkshake’. Then there is Michael Kors’s fall 2025 campaign, which features Suki Waterhouse re-recording ‘All She Wants to Do is Dance’ by Don Henley, and Calvin Klein’s spring 2025 campaign featured the K-pop group NewJeans.
In India, Style Junkiie’s new vertical, Kiikha, joins that chorus. Kiikha has introduced its debut collection through ‘Jugni’, a music video that doubles as a launch film. The song marks the debut of Vheer, a 20-year-old independent artist and son of Style Junkiie founder Kiran Khanna, who created the electronic anthem.
Based between Mumbai and New York, where he is pursuing a Business degree, Vheer’s creative background leans heavily toward music. “I started drumming in school and randomly began singing when I was about 10 or 11 when I found out I had a bit of a voice,” he says. When Khanna approached him about creating something new for Kiikha’s launch, he jumped in. “The collection—and the type of clothes that Kiikha makes—has that Indo-Western fusion. So, I tried to make a colourful song that reflected that energy.”
The video opens in a studio where models pose in Kiikha’s standout pieces, such as skorts with Kashmiri hand embroidery, faux leather blazers with postcard-stamp motifs, hand-painted tanks and jeans, and embroidered bomber jackets. From there, it spills into the streets of Mumbai, where models walk under white umbrellas through the rain, laughing and turning the city into their runway. The collection represents Khanna’s mix of craftsmanship and statement design. Kiikha’s pieces are handcrafted and hand-painted by Kashmiri artisans, meaning no two pieces are alike. At its core are the Hero jackets, limited-edition numbered designs that are as personal as they are collectible.
