A storied European luxury house needed to build and continuously refresh its creative and cultural ecosystem across multiple markets. The mandates spanned several years, evolving from regional VIP strategy to global creative sourcing.
The intervention required identifying Asian cultural figures — spanning Japan, China, Indonesia and Thailand — with genuine credibility in independent cinema and intellectual circles, and sufficient visibility to anchor VIP strategy at shows and events. It later extended to sourcing photographers in Paris and New York for Fashion Week content creation, creative directors across the United States, and most recently, Chinese and Thai talent for the house’s Asia ambassador and friends of the house strategy.
The approach in each case prioritized cultural legitimacy over follower count, seeking figures whose presence would resonate authentically with the brand’s world rather than simply amplify it. Several of the talents identified remain active collaborators with the house today.