Keeping it haute with Hema Bose

From rustling up a French Chantilly lace jumpsuit in just two days for Lady Gaga to working with icons like Naomi Campbell, Kate Moss and Sarah Jessica Parker, Hema Bose, the dynamic founder of Maison Bose, shares what it takes to navigate the world of high-profile celebrities in her quest to take Indian brands overseas. 

HELLO!: How did you begin to collaborate with Indian designers? Can you trace this journey for us?

Hema Bose: It began quite organically. In early 2022, I started working with Gaurav Gupta, a fellow alumnus of Central Saint Martins, London. Collaborating with Gaurav felt like working with a friend—we shared not only an educational background but also a similar creative ethos. Our common experiences and mutual respect made the partnership feel natural and seamless. Recently, in 2024, I began working with Anamika Khanna. Her innovative designs and profound impact on fashion are truly awe-inspiring. Working with her has been both a privilege and a valuable learning experience. I’m grateful for the opportunity to contribute to and learn from such talented designers.

HELLO!: You’ve played an integral role in catapulting brands like Gaurav Gupta and Anamika Khanna to the global stage. How easy or difficult was it to sell these names to the West?

Hema Bose: The key lies in how we present their work to the world, as the presentation can change perceptions and open doors. It’s crucial to showcase their creativity in a way that resonates globally while staying true to their unique identities. My goal has always been to help people appreciate the rich talent that India has to offer. By thoughtfully curating their introduction to new markets, we aim to bridge cultural gaps and highlight the depth and diversity of fashion on an international platform.

HELLO!: How was the experience working on the H&M x Anamika Khanna collaboration?

Hema Bose: Working with a creative powerhouse like Anamika Khanna and a global brand like H&M to present Indian fashion to the world was incredibly exciting. The overwhelming response to the stunning pieces was a testament to its success; the collection sold out within just 30 minutes of its launch. This not only highlighted the global appreciation for Indian fashion but also reinforced the importance of thoughtful collaborations in bringing unique narratives to a wider audience.

HELLO!: Do you think collaborations are the way forward in the fashion space?

Hema Bose: In this ever-evolving industry, collaborations allow brands and creatives to merge their unique strengths, reach new audiences and create something truly distinctive that resonates on multiple levels, also offering fresh perspectives. They aren’t limited to partnerships between two fashion brands or a designer and a celebrity. Today, they encompass a broader spectrum—working with artists, theatres, ballet, opera performances, or integrating virtual reality and art-based projects with museums and government institutions. Such collaborations enhance a brand’s image and storytelling, opening up new avenues for creativity and engagement.

HELLO!: You worked with Alexander McQueen in the initial years of your career. How do you recall the experience?

Hema Bose: It was an extraordinary and transformative experience that shaped my understanding of how a brand truly operates. This is where I learned nearly everything, from conceptualising ideas to sourcing fabrics, pattern cutting, embroidery and even building entire collections. As McQueen didn’t just focus on couture but also ready-to-wear, menswear, womenswear, accessories and even perfumes, the breadth of knowledge I gained was immense.

I worked closely with both Lee and Sarah Burton, who were incredible mentors. Lee, in particular, was an absolute genius. I learned so much by observing how he navigated both the creative and corporate sides of the brand as it was acquired by the Gucci Group. 

I distinctly remember one of my first major tasks: creating a French Chantilly lace jumpsuit for Lady Gaga in only two days. These kinds of high-pressure situations became foundational in my career. Being in the atelier surrounded by iconic figures like Naomi Campbell, Kate Moss, Emma Watson and Sarah Jessica Parker also desensitised me to the awe of celebrity culture, as it was a regular part of our work environment. Ultimately, my time at McQueen taught me not only how a brand of that level works but how every element is interconnected—from couture to commercial production.

HELLO!: You also rose to the position of Global Head - VIP at Julien Macdonald. Tell us more about this role. 

Hema Bose: At Julien Macdonald, the work was incredibly dynamic, spanning from beauty and homeware collaborations to philanthropic projects, including partnerships with auction houses like Sotheby’s and Christie’s. One of the greatest things I took from my time there was a deep understanding of style—Julien himself was a master at it. Working alongside someone who was formerly the creative director of Givenchy, head of knitwear at Chanel and personally handpicked by Karl Lagerfeld was an extraordinary learning experience.

HELLO!: What kind of a blueprint did you have in mind while setting up your company? 

Hema Bose: When I founded Maison Bose, I didn’t have a strict blueprint in mind; it was more of an organic creation driven by a desire to offer something unique in the industry. It’s much more than a luxury communications consultancy—we not only strategise their way forward but also assist with creative direction, collection development and more. My vision was to build Maison Bose into a one-of-a-kind innovative introduction to new markets. 

HELLO!: You relocated to London at 18. Was this a daunting step to take at that age? 

Hema Bose: Yes, relocating to London at 18 was certainly a daunting step. Leaving behind the comfort of home, the care and love of my parents and everything familiar to venture into a completely new country was challenging. But sometimes, it’s those very steps—risky yet essential—that shape us the most. Throughout my life and career, I have taken that leap of faith many times, embracing the unknown and allowing it to guide me toward growth and discovery.

HELLO!: You hail from an entrepreneurial family in Kolkata. What kind of influences did you grow up with? And how often do you visit India, especially Kolkata?

Hema Bose: It profoundly shaped me in ways that went beyond simply steering me toward a career in business. It helped me acquire innate skills for which I’m truly grateful. Being surrounded by family members who navigated the complexities of running businesses taught me invaluable lessons about resilience and perseverance. I try to visit India a couple of times a year, and every time I go back, I make sure to spend time in Kolkata. Visiting Kolkata is always special to me, and I definitely try to be there during the Durga Puja festivities. It’s a vibrant and joyous time that holds a deep significance in my heart.

Text by Nayar Ali