A concerto for luxury and charity
LUXARITY, founded by Cristina Ventura, who held regional management positions with many of the leading global brands such as Apple, Prada, Gucci and Louis Vuitton with academic background in Harvard and Stanford, aimed to integrate luxury and charity, two words that seem to be contradictory, into one charity concept that shows the sustainability of the fashion and luxury industry.
Sharing Compassion with Passion
LUXARITY, a groundbreaking charity initiative that embraces the philosophies of fashion upcycling and recycling, with a uniquely luxurious twist, pre-owned designer pieces from the wardrobes of Hong Kong’s best-dressed models, celebrities and style-setters including Ankie Beilke, Jaime Ho Ku and Diana D’Arenberg and many more, all from major fashion houses in Paris, Milan and New York.
Luxarity would have never been possible without the support of the amazing team of Creativeworks; from graphic design to digital marketing, logistics and event production perspective, Creativeworks is a key pillar to understand the success of this initiative in Hong Kong. They are involved at each step of the process pro-actively, always thinking what is the best for the project to succeed and they are fast problem solvers.
Being one of the Key Partners of Luxarity, Creativeworks provided digital marketing services which include design and development of the official website and management of the official Facebook Page.
In order to bring luxury and charity into play and convey the message clearly, we tried different approaches that effectively show the stunning photos of Hong Kong's best-dressed models, celebrities and style-setters.
Content Development & Copywriting
Iterative Testing Cycles
Print and Display Materials
Responsive Web Design
Search Engine Optimization (SEO)
Social Media Strategy & Management
User Experience (UX) Design
Another function of creative marketing is to leverage on the word-of-mouth power of the project and achieve as much earned media coverage as possible.
For the 2014 Spring & Summer event of LUXARITY, we also provided assistance to project management of the campaign. This includes the design and production of shopping bag, the theme design of the venue, logistic etc.
LUXARITY Spring & Summer event at The Space
Designer shoes donted by LUXARITY Ambassadors
A dress was displayed on the first floor of the LUXARITY event
Beautiful little cakes with LUXARITY logo
Thank you for your compassion! Here is your bag of LUXARITY products
During the 2-day event, celebrities and fashion setters came to shop with compassion
The LUXARITY Spring & Summer event was a great success! We gained tremendous media coverage and #LUXARITY visual contents generated by professional models and celebrities.
Four Hundred and Twenty Five Thousand Hong Kong dollars were raised in the 2014 Spring & Summer event and all proceeds went directly to HKUST Connect and MSY Charitable Foundation.