Over several years, a major French fashion house relied on this work to build, and continuously renew, its creative and cultural ecosystem across different markets. The collaboration evolved from a regional VIP strategy to global creative sourcing.
The work first consisted in identifying cultural figures from Japan, China, Indonesia and Thailand with genuine credibility in independent cinema and intellectual circles, and enough visibility to anchor the house’s VIP strategy at shows and events. It later extended to sourcing photographers in Paris and New York for Fashion Week content, as well as creative directors across the United States. Most recently, it focused on Chinese and Thai talent for the house’s ambassador and friends of the house strategy in Asia.
In each case, the selection rested on the cultural weight of each figure and their affinity with the house’s universe, with audience size considered only as a secondary criterion. Several of the talents identified were invited to the house’s shows and events, and some remain active collaborators today.