Calling all creative talents
Lane Crawford extends its annual talent call to include multifaceted creatives in “The Next New” campaign.
The luxury retailer is doubling its efforts in the search for the next big name in fashion and lifestyle with a second talent call, titled “The Next New”. Buoyed by an overwhelming response from its debut, this year the call is not limited to womenswear, menswear, home and accessories but also entrepreneurs in the areas of gourmet and gifting.
When Lane Crawford launched its first talent call last May, its buyers and creative teams, responsible for the selection, were inundated with hundreds of applications from Hong Kong and Mainland China, resulting in a final selection of 38 emerging talents whose works were featured prominently at Lane Crawford stores across major Greater China cities.
In addition to products, photographers, artists, writers and film directors are also invited to show their work for future commission of campaigns, events, window displays and photo shoots.
Angel Chen, fashion designer and one of the selected finalists of The Call Out 2015, said the project opened a lot of doors for young designers that would otherwise be impossible to reach on their own. “We were given direct feedback from different markets and got involved in many fashion and artistic collaborations that allowed us to present our unique aesthetics to a much wider audience.”
Chen’s collaborations with Lane Crawford included window displays, putting her AW15 collection for sale at Lane Crawford’s Greater China stores, as well as the creation of a night gown that celebrated Lane Crawford’s 165 anniversary. She also collaborated with Lane Crawford on an exclusively designed beauty box to celebrate Lunar New Year. Taking inspiration from her recent work, the exclusive box features a cabin, river and flower motif as seen through the imaginative eyes of children.
The past year has been an exciting one for Chen, who sees her business growing and her brand maturing thanks to the increased customer and media exposure brought by the Lane Crawford collaborations. She stresses that this is a rare opportunity for aspiring creatives as the exposure and experience to be gained are precious.
“Just believe in yourself and don’t be afraid to show your uniqueness and strengths. Lane Crawford’s experience has given them an eye for talent like no other. They helped me to bring my concept, use of materials and colours and even the ability to create installations to another level.”
If you are registered and based in Hong Kong or China, and have been established for less than three years, this is your chance to pitch your story and product to Lane Crawford. Assessment will be based on uniqueness of concept, design, craftsmanship, quality and commercial appeal. Selected products will be bought by Lane Crawford and made available in its stores in Hong Kong, Beijing, Shanghai, Chengdu and its global online store at Christmas 2016 and Chinese New Year 2017.
Submit your portfolio and a short introductory video via www.lanecrawford.com/thenextnew by March 24, 2016. Shortlisted candidates will be invited to make a presentation on the open days in Hong Kong at Lane Crawford One Island South Home Store on Wednesday, April 6 and in Shanghai at Lane Crawford Times Square on April 8.