Accessories brand Kipling has appointed TBWAHong Kong strategic and creative partner for its SS18 and FW18 seasonal campaigns in Asia Pacific.
“Having a long-standing heritage can be a double-edged sword,” said Cheryl Kow, marketing director of Kipling Asia Pacific. “Through this new partnership with TBWAHong Kong, we are confident to build upon our existing foundation and push our brand vision to the next level, which will resonate more with our younger target audience, driving up our style credibility while maintaining the heritage and trust amongst our consumers.”
Kipling sees the upcoming seasonal campaigns as opportunities to debunk stereotypes of what it means to be a woman in Asia today. The brand said with many traditional fashion brands being focused on a specific typecast that fits the social norm, Kipling understands millennials of the modern age desire and embrace authenticity.
“We’re excited to help an iconic brand take a stance and celebrate the different types of beauty, values, beliefs and social roles, with the perspective that no matter who you are and what you believe in, the most important thing is to stay true to yourself. said Jan Cho, managing director of TBWAHong Kong.