Hattie Stewart x Jaspal
Bringing Western Artists to Thailand
In addition to securing high-profile Western brands for collaboration opportunities with Jaspal, ITB was also engaged to cast and contract emerging artists for design-led smaller capsule collections. Our brief was to identify bold and characterful creatives who could produce colourful graphics that would appeal to the Thai customer.
Creating Playful Designs for the Jaspal Customer
London based illustrator Hattie Stewart was a perfect match for Jaspal’s audience. Her signature ‘doodle bombing’ technique and playful style had already drawn the attention of Western brands like Marc Jacobs and Adidas so she brought both contemporary relevance and fashion credibility to the partnership. Hattie’s character based designs would align with the South Asian customers’ desire for cute, animated motifs and she was keen to establish her profile in the Asian market. As such the collaboration brought value to both parties.
The resulting 40 piece co-branded collection included womenswear, menswear, unisex pieces and a range of tech and other accessories which brought to life Hattie’s playful signature motifs in a variety of fun ways.
Driving Appeal Amongst Gen Z
The collaboration was a resounding success and drove desirability and awareness amongst a younger audience for Jaspal. The many unisex and streetwear-inspired pieces appealed to the contemporary Gen Z customer and ensured that Jaspal had cultural relevance and alignment with current fashion trends. Partnering with a creative like Hattie enabled Jaspal to build and execute a comprehensive content marketing plan and in-store shopping experience which brought the collaboration to life.