HK veteran actor Simon Yam launches expanded IP Luminance

Hong Kong veteran actor Simon Yam (任達華) has broken the boundaries of his artistic creativity by launching his expanded IP 'Luminance (炫目) by Simon Yam" that represents local culture. 

Yam has long been revered for his exceptional acting skills. Yet, with a unique aesthetic vision, he has ventured into photography, art, and fashion, gradually building a diverse artistic IP landscape that represents Hong Kong culture. Yam’s artistic journey showcases the rare versatility of Hong Kong artists, transforming personal aesthetics into tangible fashion pieces and lifestyle art, shaping a cultural identity with distinct Hong Kong characteristics.

Sponsored by the Cultural and Creative Industries Development Agency (CCIDA) under Culture, Sports and Tourism Bureau, Hong Kong Fashion Designers Association (HKFDA) has supported “Luminance by Simon Yam”, a systematic expansion of the "Simon Yam IP", extending his multidisciplinary artworks into fashion, homeware, and cultural creative prototypes so that to explore the possibility of developing IP products, establishing an iconic artistic-commercial ecosystem that represents Hong Kong’s cultural essence.

“Luminance by Simon Yam” aims to foster innovative cross-sectoral and cross-genre collaboration by bridging the worlds of visual arts, lifestyle and fashion design. By bringing together multidisciplinary artistry with cutting-edge fashion and lifestyle designers, the initiative creates a dynamic platform for creative exchange between traditionally separate industries.

Yam’s artistic odyssey transcends the boundaries of performance, seamlessly intertwining photography, art, and fashion into a singular cultural narrative deeply embedded in Hong Kong’s identity, said a spokesperson from the brand.

The launch and exhibition of “Luminance 炫目” unveils a pioneering synthesis of artistry and craft, while its sartorial manifestations—crafted by visionary fashion designers Henry Lau, Ponder.er, Aries Sin, and Mountain Yam—transmuting Yam's visual glossary into wearable masterpieces. Complemented by a bespoke artisan carpet by Tai Ping, this interdisciplinary collaboration recontextualises Yam’s persona as a celebrity artist, cultivating a vibrant cultural nexus that internationalises the creative essence of Hong Kong.

This first phase of collaboration with four fashion designers and Tai Ping Carpet exemplifies how artistic talent can be translated into marketable lifestyle aesthetics, said a spokesperson from HKFDA in conversation with MARKETING-INTERACTIVE. "It positions 'Luminance' as a luxury art, craft, and fashion collectable brand, aiming to lead and redefine the standards of exclusivity and creativity in its market."

The initial launch comes with an artistic exhibition at Tai Kwun in Hong Kong, which runs from 16 to 22 October, followed by participation in an international trade event, further promoting “Luminance” to potential clients and collaboration opportunities on a more global scale. They also redefine what it means to be a "celebrity artist," offering a valuable blueprint for the commercialisation of Hong Kong’s cultural IP.

Yam and the HKFDA have also worked with creative agency Handl Media to create a launch film featuring drawing from the visual language and philosophies of Yam and the four collaborating designers, said a spokesperson from the agency. "Guided by cues from their final pieces, we crafted a film that works with the evolving creative rhythm of Luminance, distilling how each creator interprets transformation, light, and form, both individually and as a collective."

Shot across five locations, the film interweaves cinematic sequences with VHS textures and curated stock footage, echoing the brand’s organic evolution. Through a choreography of motion and stillness, it captures fleeting sparks of inspiration and quiet introspection - a visual and layered meditation on how creativity transforms into light.

The campaign targets art, fashion and collectables enthusiasts, especially those who know and appreciate how Yam's creative path transcends from his movies to photography and now to multimedia art.

To engage the wider audience, the campaign is promoted through cuts of creatively shot clips to be launched before and during the exhibition; the brand’s own and influencers’ social media platforms; interviews and PR coverages in online publications, newspapers, magazines TV and radio.

Bonita Cheung, conceptual and project director of HKFDA, said: “Luminance is the radiant breath that awakens matter, a shimmering glow unveiling hidden shadows and through the eyes, stirring the soul’s deepest echoes. 'Lunimance 炫目' journeys beyond limits, weaving a singular cultural tapestry richly threaded with Hong Kong’s spirit, where art, fashion, design, and craft entwine to spark a vibrant, worldly pulse celebrating the city’s boundless creative heart."

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