Luxury Public Relations / November 8, 2020
Art with Utility
Context
Khaore is a luxury accessories label by New York based designer RaihethRawla built with the intent of redefining the value of owning an item. Khaore’s premier collection Roadside was launched with a pop-up exhibition in Soho in New York City, Fall 2017. Wishbox Studio had to popularise the brand against the backdrop of the collection.
Communication’s narrative
Khaore had signed up with Wishbox Studio to familiarise the brand among the Indian audience. In West, Khaore was already covered by Wonderland Magazine, Fashionista, Frankie+Clo, TagWalk and featured on WGSN as a prediction for next season’s major accessory label to watch out for as opposed to India where it was a novice for the media.
The “Solution”
Wishbox Studio focused on building the image of the brand as a sustainable and ethical brand which was uplifting the artisans of Kolkata. WBS focused on how Khaore bag was a piece of art that would add more value than a regular luxury bag. The storyline emphasised on how Khaore reinterpreted mundane, everyday objects in striking sculptural forms with exquisite details. The team not only focused on fashion magazines but also worked towards getting substantial profile articles in the hybrid and art papers. The stories focused on RaihethRawla and how an Indian born designer was making a name in the West by retailing the products which were made in India.
Outcome
The features established Khaore as a brand that was redefining commodity and good by re-contextualizing it. In a span of two months, Khaore was covered in the form of brand stories by all leading lifestyle publications such as Harper’s Bazaar, ELLE, Vogue, Mint Lounge, Platform, The Hindu, L’Officiel, POPxo, etc.
