Ashley Wood brings fresh approach to The Swank’s autumn/winter ad campaign

Campaign  talked to Kim Wong (王劍虹), chief operating officer of The Swank, which was established in 1955 and is now wholly owned by ENM Group.

Wong said The Swank's marketing approach has always been low-key, focusing on ‘intimate’ VIP gatherings. "Now we want to extend our company awareness," Kim said.

Wong said Wood has done illustrations for clients such as DreamWorks, Warner Bros, Sony and Marvel Comics. His work is noted for its tall female figures, rendered in dark and earthy tones.

It is the first time he has worked with a fashion house, and the collaboration has led to a lighter, fresh approach with pastel hues and innocent watercolour illustrations.

Wood’s illustrations will be featured in a new autumn/winter print ads running in fashion magazines such as Jessica, Elle, Cosmopolitan, Harper’s Bazaar, Prestige and Dragonair's in-flight magazine. The new look will also be used in packaging, on trams and in The Swank stores' window displays and décor. There will also be 12-inch figurines offered as exclusive gifts from mid-August to December.

Wong said The Swank’s customers are mainly 30-somethings and older, whose fashion tastes are not mainstream. Its stores carry lots of European and Japanese brands such as Brioni, Paule Ka, Derek Lam, Kenzo, John Galliano, Just Cavalli and Viktor & Rolf.

Wong said that unlike other bigger high-fashion department stores such as Harvey Nichols and Lane Crawford, whose customers could be as young as teenagers, The Swank's business model is more focused on heavily edited luxury and stylish items for the 30-something plus, who are stylish, comfortable with themselves, intelligent, have a sense of humour and enjoy life.

Swank has boutiques in The Landmark, Pacific Place and Harbour City in Hong Kong, as well as stores in Shanghai, Beijing and Xi'an.