What if luxury wasn’t about being out of reach, but about making great design more accessible? That was one of the ideas at the heart of an engaging masterclass with EUME’s creative director for students of the Global Luxury Goods & Services Management (MGLuxM) program.

The session took students behind the scenes of a brand that started with a simple question: what if a backpack could do more?

Founded by Naina and Pranay Parekh in 2018, EUME began with a patented backpack featuring a built-in massager, an unusual idea, but one that quickly became central to the brand’s identity.

But building a brand also means knowing when to grow.

As EUME expanded, the brand moved beyond backpacks and into the world of travel and luggage. EUME further evolved into a broader travel lifestyle brand, bringing together durability, functionality and clean, contemporary design.

For the Global Luxury Goods & Services Management (MGLuxM) students, this offered a closer look at how a young brand can build its own space in the premium market, creating products that feel aspirational while remaining accessible.

Then came another important part of the conversation - Technology!

The masterclass explored how Artificial Intelligence (AI) is becoming part of the modern luxury landscape. From analysing data and identifying design opportunities to understanding customer preferences, personalisation and emerging trends, technology is helping brands make more informed decisions while creating more curated experiences.

But technology was only one part of the story. The session also highlighted the importance of staying disciplined about design and creating a strong brand narrative. After all, a product can be functional, but it is the story and experience around it that can make people want to be part of the brand.

The experience became more hands-on as students developed content strategies for EUME, applying their understanding of luxury branding to a real-world project. Selected ideas were considered for EUME’s branding initiatives, giving students a chance to see their classroom learning translate into industry practice.

For the students, the session was a glimpse into how innovation, design, technology and storytelling can come together to create the next generation of accessible luxury.