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Kipling APAC Appoints TBWA\Hong Kong as Strategic and Creative Partner

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Kipling sees the upcoming seasonal campaigns as opportunities to debunk stereotypes of what it means to be a woman in Asia today

Kipling APAC Appoints TBWA\Hong Kong as Strategic and Creative Partner
Kipling, a global accessories brand, originated in Antwerp, the city of fashion, has appointed TBWA\Hong Kong as the strategic and creative partner for its SS18 and FW18 seasonal campaigns in Asia Pacific.  
 
Kipling is renowned for its lightweight handbags, accessories and luggage that combine quality, function and style – ideal for an active lifestyle. 
 
As part of VF Corporation, a leader in lifestyle apparel and footwear, Kipling was the company’s fastest-growing brand in 2013 and 2014. Last year, Kipling celebrated 30 years of stylish functionality, most recognisable by its iconic monkey and signature crinkled nylon fabric.  
 
“Having a long-standing heritage can be a double-edged sword,” said Cheryl Kow, Marketing Director of Kipling Asia Pacific. “Through this new partnership with TBWA\Hong Kong, we are confident to build upon our existing foundation and push our brand vision to the next level, which will resonate more with our younger target audience, driving up our style credibility while maintaining the heritage and trust amongst our consumers.”  
 
Kipling sees the upcoming seasonal campaigns as opportunities to debunk stereotypes of what it means to be a woman in Asia today. With many traditional fashion brands being focused on a specific typecast that fits the social norm, Kipling understands millennials of the modern age desire and embrace authenticity.  
 
“We’re excited to help an iconic brand take a stance and celebrate the different types of beauty, values, beliefs and social roles, with the perspective that no matter who you are and what you believe in, the most important thing is to stay true to yourself. said Jan Cho, Managing Director of TBWA\Hong Kong. “It’s a great opportunity for us to show our deep expertise in social and digital, and more importantly, put culture at the heart of communication”  

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TBWA Worldwide, Fri, 13 Apr 2018 11:16:53 GMT