calling australian creatives - lane crawford is scouting new talent
The forward-thinking department store has launched their Creative Call Out in Australia. Is this opportunity we hear knocking?
Lane Crawford, the luxury department store, which opened its first store in Hong Kong over 165 years ago, has long been committed to discovering and nurturing new talent. Over the last four years they've helped launch over 50 young labels and brands with Creative Call Outs in L.A., Hong Kong, Beijing, Shanghai and Chengdu. And now it's Australia's turn. Right now, head buyers and creatives from the company are in Sydney looking for emerging brands across mens and womenswear, shoes, bags, accessories and home and lifestyle brands. They're also keen to scout creative talent outside of fashion including photographers, graphic designers, multimedia artists and beyond. We're essentially talking the entire creative spectrum here.
Here's how it works: First you need to apply here by May 2nd. If you're selected, you'll be invited to an event in Sydney to present your work, products or portfolio to a panel of buyers. If the buyers and judges love your creations, you could receive anything from mentorship, advice or investment to a covetable one year partnership with content, marketing, in-store and online support. Keep in mind there are more than 740 stores across Asia.
We spoke with Lane Crawford's Chief Brand Officer, Joanna Gunn to get some more detail on just what they’re looking for.
This is very exciting. How did the Lane Crawford Creative Call Out begin and what was your key intention with the program?
We wanted to create a platform that supported young and emerging creative talents and it has been one of Lane Crawford’s key commitments over the past four years. For the winners, we launch them into the world of Lane Crawford and give them an omni-channel platform to showcase on a global stage.
Can you tell us about some past successful brands or labels?
We have had many success stories: Ffixxed Studios for example, who were our Creative Call Out finalists from 2015. We are particularly impressed with their point of view and their responsible way of working. We visited their studio and sample room in Shenzhen, where they also live, and it was incredible to see how it all comes together. It was inspiring to see how Fiona and Kain challenged convention with this out-of-the-box thinking and how they work with the local community and really making it all happen.
Ffixxed Studios are from Australia originally, their work is incredible. Who else?
Angel Chen is another amazing example. Also a finalist from the Creative Call Out in 2015, she has an original point of view which really resonates with our customer. It's inspiring to see how she has started out as a graduate from Central Saint Martin's and returned to China to focus on the Chinese customers. She is part of a tight community of Chinese designers who studied in London – they all help and support each other along the way.
We are constantly doing new things with the designers and creatives, it ranges from creating exclusive capsules, special projects such as installations and VM in store, to creating content and editorial stories on lanecrawford.com.
Why did you want to turn a spotlight to Australia?
We are very excited to bring the Creative Call Out to Sydney. The nation has such amazing talents, so this is an opportunity for us to connect with them and for them to share their work and ideas with us.
What is your advice for maximising the opportunity?
When applying on our digital platform, it’s important for applicants to share a holistic presentation that tells the story of the brand and individual. Our judging team will be looking for people who are able to articulate their point of view well, and highlight any new thinking and ideas to is also important and share a great story about themselves. Instead of a singular product, we’re looking for collections that have a well-edited range that could fully represent the brand and what it stands for. With a clear view of the target customer, the assortment mix should convey a strong aesthetic and signature that can become hallmarks for the brand.
What would be your key piece of advice for creatives applying for the Creative Call Out?
To be able to articulate their point of view well, and highlight new thinking and ideas to share a great story about themselves. Instead of a singular product, we're looking for collections that have a well-edited range that fully represent the brand and what it stands for. With a clear view of the target customer, the mix should convey a strong aesthetic and signature that can become hallmarks for the brand.
This article is supported by Lane Crawford. Apply here for the Creative Call Out by May 2nd.