CELINE hires PURPLE HK to manage brand's communications

Luxury French fashion brand CELINE has appointed PURPLE Hong Kong to manage the brand’s HK communications. The fashion house is currently under the creative direction of Hedi Slimane.

PURPLE will be responsible for the distribution of news within Hong Kong region and becoming the bridge between key opinion leaders. In a conversation with MARKETING-INTERACTIVE, PURPLE said it will help CELINE to position itself as a must-have brand among Gen-Z and millennial with strategic partnerships with established and emerging talent across Hong Kong, through analysing the current consumer and sales data as well as trend forecasting.

Looking ahead, PURPLE will be hosting CELINE’s Fall Winter 2022 press day at Tai Kwun on 2 September 2022. There will also be numerous collaborative projects with Hong Kong talents coming up to promote the season’s core items.

PURPLE Hong Kong is a global communications agency for luxury brands and innovation, fashion, beauty, lifestyle, events, VIP and digital, according to its website.

The PR agency understands the world of luxury, offering connected services across press, communications, social media, events, VIP, creative strategy, brand strategy and talent partnerships. Bringing together 25 years of strategic brand building experience with next generation in-house talents, PURPLE delivers creative thinking and game-changing ideas to drive commercial success.

PURPLE’s clients span multiple divisions including art, design & culture, beauty & wellbeing, fashion & jewellery, restaurants & bars, property & placemaking, events, charity and sustainability. The company said its commitment to sustainability is a core agency value and it continues to introduce business practices to reduce its clients’ impact.

Back in 2018, Céline has removed the accent from its name. The new logo was implemented by the brand's new artistic and creative director Hedi Slimane, to better resemble the original 1960s design.

The brand introduced the new logo to the public through an Instagram post on 3 September. Its entire Instagram history of the Former creative director Phoebe Philo era was deleted.

"The new logo has been directly inspired by the original, historical version that existed in the 1960s." the brand stated in an Instagram video post that shows a slow pan-shot across a gold foil curtain.

“The accent on the 'E' has been removed to enable a simplified and more balanced proportion, evoking the Céline collections of the 1960s where the accent wasn't used often.”

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