@Saint Laurent released a “Self 07” project in China this summer that shined the spotlight on six Chinese photographers who created exclusive artwork for the French fashion house.
Birdhead, a well-known Chinese duo, was featured amongst the slew, which spread across six cities between June 9th and 12th, and even moreso online.
A curated WeChat program enabled Gen Z art and fashion lovers to explore the masterpieces online.
Dedicated to culture cultivation in the Chinese market, WeChat and Weibo helped YSL communicate its brand values to potential and current clients. The “Self” series is the 7th installment, as the 2020 fifth installment projected Chinese creatives onto the scene and resonated with the locals by spotlighting Chinese artists.
Saint Laurent took note that when you want to go global, even online, sometimes you have to focus your efforts locally.
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Source: Jing Daily (https://jingdaily.com/saint-laurent-photography-exhibition-chin)
