When it comes to online luxury portals, the experience is often so much more than clicking and adding to cart. After all, the sites we choose to shop at reflect our taste, our aesthetic and even our values. Some eschew fast fashion sites in favour of slow fashion or more ethically produced labels, others want a precise curation of brands and pieces, while other groups of consumers hope that these platforms are able to conjure a whole new spectrum of editorial-style lookbooks and fashion spreads, giving their audience a better sense on how to style or what to pair with those lace-up boots or micro purses they are contemplating on purchasing.
For brands like MATCHESFASHION, campaigns go beyond the boundaries of e-commerce. Rather, they are meant to engage the shopper, cultivating a deeper understanding of his or her lifestyle. Jess Christie, the Chief Brand Officer of MATCHESFASHION, says, "Our brand campaign reflects our unique position and point of view connecting commerce and content. Stories of Imagination will develop customer engagement globally and will be amplified both physically and digitally. We have been creating narratives for over thirty years and the campaign is borne out of this desire to inspire our audience and create new connections and we look forward to continuing the conversation."
The brand, in fact, has long banked on a unique blend of content, commerce and community. The brand's physical space in 5 Carlos Place in London, features both shopping and private shopping, events, panel discussions and even live streams to engage consumers.
For this year's Stories of Imagination campaign, the brand has chosen Christy Turlington Burns, supermodel and activist, along with Ashton Sanders, a promising young Hollywood talent, as the two new faces of MATCHESFASHION. The two subjects were chosen for their innovation and creativity in their respective fields. Turlington Burns was interviewed by Lynn Yaeger and Sanders by Yale Breslin for short films centred around the campaign. These explore the paths they have taken in their careers: Turlington Burns's is titled "On Rhythm", and Sanders's, "On Becoming". For the campaign, they were photographed by Chloé Le Drezen in New York.
The next instalment of the campaign sees Korean personalities — model Hoyeon Jung and frontman of indie band Hyukoh, Oh Hyuk — poetically tell their stories. Both are known for their unbridled audacity in their respective fields: Jung defies the demure Asian woman stereotype on the international stage of fashion, and summarises her trajectory in her video for MATCHESFASHION, titled “On Adventure”; while Oh bellows his unapologetically non-conformist views, and muses on them in his video, titled “On Vision”.
With a focus on celebrating talent, drive, and purpose that travel beyond appearance in their campaigns, MATCHESFASHION hopes to inspire and excite their customers by featuring personalities that are multi-faceted, ambitious and game-changing in the pursuit of their craft.