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An Ode To Paris Fashion Week

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Inside the mind of a Lane Crawford buyer

– Challenge –

Lane Crawford is the largest luxury fashion department in Asia, bringing in high end products from across the globe that they curate in their own unique buy.

Each year Lane Crawford buyers scour the globe for new and exciting pieces to bring back to Asia, with one of their key stops being Paris Fashion week. They wanted to showcase their buying journey in a series of videos.

– Insights –

Paris Fashion week is THE event for the world of fashion, with designers from all over the world showcases their collections.

We wanted to create an abstract story to tell for Lane Crawford, a tone and cinematographic style that would portray the feeling of the buying journey. Partly a diary of thoughts and partly a visual sense experiment.

– Solution –

We followed the Lane Crawford buying team throughout the week, capturing an insider’s perspective into what they do. We produced an abstract and experimental editing style through use of hand held footage and run and gun techniques. We then sat down with a key Lane Crawford buyer to listen into their thought process and feelings about Paris Fashion Week.

The result was a series of brand films that provided a little seen look behind the curtain of Lane Crawford’s buyers and the buying experience. Engagement and viewership from the core audience was strong and we produced a series of follow ups for New York and Shanghai Fashion Weeks.
Brand Films