Personal Stories

In its new campaign, luxury lifestyle brand Matchesfashion taps on model and activist Christy Turlington Burns and actor Ashton Sanders to share their stories.

When it comes to online luxury portals, the experience is often so much more than clicking and adding to cart. After all, the sites we choose to shop at reflect our taste, our aesthetic and even our values. Some eschew fast fashion sites in favour of slow fashion or more ethically produced labels, others want a precise curation of brands and pieces, while another group of consumers hope that these sites can even produce editorial-style lookbooks and fashion spreads to give us a better sense of how to style ourselves or what to pair with our lace-up boots or micro purses.

For brands like MATCHESFASHION, the campaign goes beyond e-commerce and is about engaging the customer and cultivating an understanding of his or her lifestyle. Says Jess Christie, the chief brand office of MATCHESFASHION, “Our brand campaign reflects our unique position and point of view connecting commerce and content. ‘Stories of Imagination’ will develop customer engagement globally and will be amplified both physically and digitally. We have been creating narratives for over thirty years and the campaign is borne out of this desire to inspire our audience and create new connections and we look forward to continuing the conversation.”