Eight ambassadors ‒ four from Hong Kong and four from New York ‒ are collaborating on a new Grana brand campaign, the label’s first.
They will be the faces and voices behind the D2C/e-commerce brand’s “Pursue Quality” campaign, which offers eight personalised inspirational stories. It also introduces Grana’s autumn/winter collection.
Grana CEO/founder Luke Grana introduces the campaign, the other Hong Kong ambassadors being award-winning chef May Chow, who owns the restaurants Little Bao, Happy Paradise and Second Draft; entrepreneur and mother-of-two Cara Mcilroy, who is model mentor on Asia’s Next Top Model; and yoga teacher/blogger/model Elva Ni.
Other partners for the brand campaign are Hong Kong videographer Jason Tobin, known for his work on Jasmine (2015) and The Fast and the Furious: Tokyo Drift (2006) and Australian fashion photographer Christopher Polack, who has worked for Vogue magazine and movie director Baz Luhrmann. In New York, Grana also worked with fashion cinematographer Chris Vongsawat, who has worked with Elle Indonesia, Harper’s Bazaar and Vogue Brazil.
“Sourcing, designing and selling quality fabrics we love as a team at fair and honest prices is what we stand for as a brand,” says Grana. “We want this campaign to remind everyone to make quality choices, not just in the brands they choose to support but in everything they do, from their lifestyle and career paths to personal values.”
The campaign will run for two months across the brand’s owned channels and ambassador social-media handles, with input from international micro-influencers. Grana says the aim is to start a global discussion, with Hong Kong customers being invited to share stories on how they pursue quality.
Meanwhile, Grana’s autumn/winter collection showcases the brand’s core affordable-luxury fabrics Mongolian cashmere, organic poplin, Chinese silk, Italian merino wool and Japanese denim. The styles include women’s silk utility shirt-dresses, chunky turtleneck, silk tees and bombers, men’s cashmere hoodies, merino wool bombers, shirting and tailored pants.
Grana delivers orders to 66 countries with a shipping time of two working days.
