The Soho House Mumbai member, producer, presenter and cofounder of content studio By The Gram, shares a video she created in collaboration with Soho House and Aravani Art Project
During the day, Aaliya Amrin is directing and producing content for the likes of Netflix and Bumble India, and at night she’s hosting red carpets and award shows for GQ and adidas. Her team at the new-age content studio By The Gram is made up of 15 creatives, which services clients globally.
As far as her favourite Soho House goes?
‘It’s got to be home – the Mumbai House, of course,’ she says. ‘I’ve got memories of the early days of our little start-up, making waves in almost every floor of that House. This was before we had hired enough people to actually call ourselves a “team”. It was just us three founders nomadically working from the House day in, day out.’
‘The Hong Kong House is wonderfully different, too,’ she says. ‘I find it characteristically true to the HK spirit, the hustle and bustle attitude, while still feeling laid back in true Soho House fashion.’
Here, Amrin shares a link to a project she produced for By The Gram in collaboration with Soho House and Aravani Art Project.
‘When Soho House Mumbai reached out to collaborate on this, it just felt right,’ she says. ‘Aside from the fashion films and digital ads, occasionally we want to focus on telling stories right in our backyard, featuring real people who matter, who could do with a bit more storytelling. Meaningful content is always the goal. It’s a great cause and it hits home. Once in a while, we try to hold ourselves to a greater purpose. While we’re out here shooting nanosecond content, a 15-seconder on most days, we still want those seconds to speak volumes.’