Global Brand Refresh

Referred to as the “dirty little shoe” by Chinese netizens, the luxury Italian fashion brand know for its imperfectly crafted apparel, had yet to make an impact in the region beyond that cheeky title.

We transformed this perception by collaborating with Chinese and Korean creators who celebrate the beauty of imperfection within their creative processes.

Designed as a statement against predefined ideals of perfection, the campaign launched simultaneously across China & Korea, before rolling out globally.