Social Capital has helped to line up with three well-known local celebrities including photographer Wing Shya, actress Maggie Cheung and image stylist Sean Kunjambu for a creative project which will be launched today.
The trio shot a total of six photographs as an online photo installation, and the new images will be revealed every two hours from noon to 22:00 today (19 September) on Converse Hong Kong Facebook.
A spokesperson of Social Capital told Campaign Asia-Pacific that “we wanted to keep it cool and didn’t want a big and loud campaign launch, hence we only made some guerrilla marketing with some teaser videos and let the message spread by word of mouth among fans.“
The new collection went on sale at the MMM store on 12 September, and starting tomorrow will also be available in the IT store in Hysan Place. The shoes are also available in Korea, Beijing and Shanghai.
A PR contact at Converse Hong Kong explained that the unique feature of the collection is that the shoes have been dipped in white paint, which wiil slowly peel and chip off over time to reveal the original colour underneath. "This is our premium collaboration."
Converse is well-known for its collabrations with other brands, here are some more past examples.