Positioned as a street culture-led campaign, “Paterson Vibe” spans fashion, music, urban sports, pet lifestyle and food and beverage concepts, with participating brands collaborating on in-street activations and themed weekend events designed to draw foot traffic and engagement to the area.

Paterson Street has long been associated with youth culture and independent retail, with a mix of international and homegrown brands shaping its identity over the years. Retailers in the area include names such as adidas Originals, JUICE, 8FIVE2 and kapok, alongside food and beverage concepts ranging from artisanal cafés to casual dining formats, contributing to its reputation as a lifestyle-orientated retail strip.

According to Fashion Walk, the campaign is intended to reposition the street as a co-created urban platform, where tenants across different categories collaborate on limited-time experiences, product drops and installations. Rather than a conventional retail promotion, the initiative is structured around a series of curated weekend events and rotating activations.

The programme includes four main weekend events — Paterson Beat, Paterson Rave, Paterson Skate Jam and PETizen Day — each centred on different cultural themes, including music, skateboarding, nightlife-inspired programming and pet lifestyle activities. Selected activations feature collaborations between participating brands such as Hypebeans, Mercury Recalls, adidas, ASICS, New Balance, 8FIVE2 and others.

Ahead of the official launch, Fashion Walk also rolled out pre-campaign content featuring local cultural personalities and original music developed for the initiative, aimed at establishing the narrative around Paterson Street’s subcultural identity. This was followed by influencer-led previews across fashion, lifestyle, food and pet verticals to drive early visibility across social media platforms.

As part of the broader rollout, the campaign also includes outdoor advertising and street-level installations across key areas in Causeway Bay, extending the activation beyond the immediate retail cluster.

Fashion Walk said the initiative is designed to strengthen collaboration among tenants while driving sustained engagement in the district through experiential programming, positioning Paterson Street as a multi-category lifestyle destination within Hong Kong’s retail landscape.

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At the centre of the update is typography. Drawing from archival references, the brand reintroduces a stronger use of serif characters through a bespoke typeface defined by precise proportions, rhythm, and spacing—positioned as a key structuring element of its visual system.

The redesign pulls heavily from the brand’s origins. Early works by founder René Lacoste and illustrator Robert George have been revisited, with existing codes refined rather than replaced.

The crocodile emblem, one of fashion’s most recognisable logos, remains central. Its application has been adjusted to allow greater prominence across contexts, particularly in standalone use. 

Subtle refinements include a more visible red tongue—an original detail now emphasised to reflect a sense of playfulness.

Colour has also been recalibrated. Lacoste’s signature green has been aligned more closely with its original shade, while the broader palette highlights historic tones, including clay—referencing tennis courts—and farine, inspired by the off-white of René Lacoste’s first blazer.

Additional elements extend the brand’s heritage cues. René Lacoste’s handwritten signature is being introduced across selected touchpoints, including Café Lacoste, adding a more personal dimension. Archival-inspired motifs tied to tennis, golf, and the crocodile will also feature more prominently, particularly in packaging.

Developed with Commission Studio, the updated identity will be rolled out progressively across all brand expressions in the coming months.

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The campaign moves beyond traditional beverage marketing by presenting a wearable expression of the brand’s core proposition around hydration and energy. The initiative highlights the physically demanding nature of the Ramadan–Raya period, when long days of visiting and hosting celebrations take place in warm conditions.

As an isotonic drink containing electrolytes designed to restore the body’s mineral balance, 100PLUS promotes the idea that maintaining hydration during the festive season is essential. The campaign suggests that staying refreshed during Raya can extend beyond what people drink to how they express the brand through fashion.

The campaign specifically targets Gen Z audiences, who are increasingly influencing how Raya is celebrated and styled. It launched on TikTok with content centred on Raya styling and hydration before revealing a collaboration with Malaysian fashion label SHALS fashion label. The partnership produced a limited-edition baju raya designed as the centrepiece of the campaign, which was made available exclusively to top spenders through TikTok Live.

The broader media rollout includes activity across Instagram and Facebook, alongside TikTok Live activations, out-of-home placements, television commercials, and in-store promotions.

Leong Wai Yin, Chief Marketing Officer of Fraser & Neave Holdings Bhd (F&N), commented, “100PLUS was formulated to do something water alone cannot, to restore the body’s mineral balance through electrolytes, so you hydrate faster. That is the science behind our brand, and Raya is precisely the occasion where that matters most. Gen Zs, in particular, do not separate style from substance – neither do we. This is a generation that celebrates Raya on their own terms, and we wanted to meet them there.”

She added, “Dentsu Creative Malaysia gave us the creative courage and the innovative thinking to go somewhere this category has never gone before, while collaborating with SHALS was equally important to support a homegrown Malaysian label with genuine cultural currency among the audience we cared about.”

Ellison Fernandez, Executive Creative Director at Dentsu Creative Malaysia, added, “Isotonic beverages do not belong in festive fashion. But for us, that is exactly the point. Gen Zs have a finely tuned radar for brands that genuinely get their world and the only way to pass that is to create something with real cultural stakes. The result is something unique in this space: a functional, fashion-forward garment that makes the case for hydration”.

The campaign runs across Malaysia from 17 January to 15 April 2026.

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As part of the activation, Sunkist introduced a blind box collection of citrus-themed carry cases and interchangeable charms, designed as collectible lifestyle items. Running from April 9 to 12, the pop-up combines product display with interactive elements aimed at engaging shoppers on-site.

At the centre of the experience is an interactive game where visitors scoop orange balls into a basket within a set time limit, with successful participants receiving an exclusive Joocies blind box featuring one of four designs.

Participants who complete the challenge are also given a complimentary Sunkist High Brix Navel orange, currently in season and positioned as a premium product offering. Both the blind box collectibles and oranges are distributed on a first-come, first-served basis while supplies last.

The space also features dedicated display areas showcasing the full Joocies range, alongside photo zones designed to encourage social sharing and extend the activation’s reach beyond the physical pop-up.

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The mandate includes full-service media planning and buying for Tapestry’s brands, including Coach and Kate Spade. 

In APAC, this spans Japan, China, South Korea, Singapore, Malaysia, Australia, and New Zealand, while EMEAI covers Europe, the Middle East, Africa, and India.

The appointment follows two separate pitch processes in EMEAI and APAC, expanding an existing partnership between the two companies in China. 

Dentsu will replace multiple incumbent agencies as part of the consolidation. The move comes as Tapestry continues to expand its presence across international markets.

“APAC is a priority growth region for Tapestry and our brands. As we continue to accelerate across the region, having the right media partner is critical,” said Kylene Campos, senior vice president of brand and growth strategy APAC at Tapestry, Inc.

Campos added that dentsu demonstrated strong local market understanding and the ability to translate strategic ambition into consumer engagement during the pitch process.

“Building on our successful collaboration in China, we are confident that dentsu’s connected capabilities, cultural intelligence, and regional expertise will help Coach and Kate Spade deepen relevance with consumers and drive sustainable growth across APAC,” she said.

Beyond the appointment, dentsu said the account will be handled by teams across the region.

“This appointment reflects dentsu’s continued commitment to building highly agile, bespoke teams tailored to specific needs of our clients,” said Prerna Mehrotra, chief client officer and practice president – media, APAC at Dentsu.

Mehrotra added that dentsu will support Tapestry’s growth by combining media, cultural insight, and experience design across markets.

Dentsu’s appointment in EMEAI was announced in January, while work across APAC commenced on 1 February 2026.

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The campaign reflects the brand’s Australian origins while positioning it as an international fashion label. It aims to highlight themes of connection, self-expression, and everyday moments through styling and storytelling.

According to the company, the campaign also marks a new phase in Petal & Pup’s development as it expands its presence globally. The initiative includes a refreshed visual identity, featuring an updated logo, color palette, and overall design language, alongside the introduction of a new tagline, “Aussie Born. Loved Everywhere.”

The campaign was created by an all-female team, including models, creatives, and production staff, aligning with the brand’s focus on women-led storytelling.

“As we continue to grow globally, this campaign signals our long-term vision, confidence, and belief in building a brand that feels warm, emotive, and deeply connected to its community,” said Victoria Estella Perry, president of Petal & Pup. 

She added, “Petal & Pup was born in Australia, and while the campaign is rooted in where we began, its message is universal. It celebrates togetherness, femininity, and the shared joy of dressing for life’s moments with women everywhere.”

The campaign was shot in Australia and incorporates visuals inspired by the country’s natural environment, including native florals such as the protea.

Petal & Pup’s expansion has been supported by wholesale and retail partnerships with Nordstrom and David Jones.

The campaign was launched on February 9 in Australia and March 9 in the United States.

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Inspired by a renewed interest in long-form storytelling, the campaign underscores a paradox for Gen Z: while immersed in a fast-paced, short-form digital world, many are returning to books to explore identity, creativity, and new possibilities.

Through the campaign, Coach emphasises storytelling as a way to express oneself and embrace the brand’s “Courage to Be Real”, fostering connection across books, book clubs, digital communities, and campus conversations.

Spanning partnerships from the United States to China, Explore Your Story features Coach’s iconic Tabby bag alongside a new collection of twelve miniature, readable book charms. 

Titles include Sense and Sensibility by Jane Austen, I Know Why the Caged Bird Sings by Maya Angelou, I’ll Give You the Sun by Jandy Nelson, and The— by Natsu Miyashita, selected for their focus on self-expression and co-curated with Gen Z communities worldwide.

The campaign is anchored by two films starring global ambassadors: Academy Award-nominated actress Elle Fanning, Emmy-winning actress Storm Reid, Korean artist SOYEON, Japanese singer-songwriter Lilas, Kia WNBA Rookie of the Year Paige Bueckers, and breakthrough Chinese singer Shan Yichun. 

Directed by Marcus Ibanez, the films depict intimate vignettes in which reading transforms the world around each protagonist, illustrating how stories inspire courage and connection. The films are complemented by still imagery from award-winning photographer Elaine Constantine.

Coach also collaborated with Gen Z–focused platforms and communities, including Sunnie, a social-first book club backed by Hello Sunshine founder Reese Witherspoon, and China Youth Daily. The brand also partnered with Penguin Random House in the U.S. and independent publishers in China, Japan, and Korea to bring the book charm titles to life and engage authors directly. 

Additional amplification comes through partnerships with the WNBA and Bilibili, China’s leading Gen Z video platform.

The campaign extends into real-world experiences. The Coach Tabby Tour: Explore Your Story Edition will visit college campuses across the U.S., Asia, and beyond, providing a space for students to connect, share stories, and participate in programming. Coach stores will feature “Book Nooks”, allowing consumers to personalise bags, book charms, and bookmarks. 

The Coach Foundation’s Dream Day 2026, themed “Write Your Next Chapter”, will bring together young people from the Dream It Real programme for community-building, mentorship, and story-focused workshops.

Joon Silverstein, chief marketing officer at Coach, said, “One of the clearest insights we heard from Gen Z globally is how central storytelling is to how they make sense of who they are—and who they’re becoming. In a world shaped by fragmentation, digital overload, and constant acceleration, many described books and long-form storytelling as a refuge—a way to slow down, reflect, and feel a sense of belonging. ‘Explore Your Story’ grew from that insight, and from our desire to show up alongside this generation as they find the confidence to write their own narratives.”

Silverstein added, “Storytelling doesn’t happen in silos, and neither does self-expression. We intentionally brought together partners from different parts of culture—fashion, literature, sport, and digital culture—because Gen Z doesn’t experience identity in one lane. Our role isn’t to speak for communities, but to create shared spaces where many voices can come together around a belief in the power of storytelling and the courage it takes to be real.” 

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The acquisition was completed after Prada received all required regulatory approvals, bringing the two fashion houses together and expanding the group’s portfolio.

Capri Holdings revealed that the sale goes for $1.375 billion in cash, subject to certain adjustments, a price some consider a “discount” given it is well below the roughly $2 billion that Capri paid for the brand in 2018.

Reuters reported that Prada first signed a definitive agreement in April to buy Versace from Capri Holdings for about 1.3 billion euros ($1.51 billion), after Capri’s planned sale to Tapestry was scrapped following antitrust challenges.

According to the Aberdeen & Grampian Chamber of Commerce, Capri, which still owns brands including Michael Kors and Jimmy Choo, will use the money received to repay its debts and “substantially strengthen” its balance sheet.

Lorenzo Bertelli, the son of Prada owners Miuccia Prada and Patrizio Bertelli, told Reuters in November that he will become executive chairman of Versace once the integration is complete. He said that Prada had been keen on a deal for several years.

“There had already been contacts during the COVID period; there were talks even before Capri’s sale to Tapestry. When that deal fell through over antitrust issues, we came back and tried to speed things up,” Lorenzo Bertelli said, as quoted by Reuters.

Bertelli also emphasised that the deal had “been in the works for a long time.” Bertelli, who strongly pushed for the acquisition, said Versace met two key conditions: that it was not too risky financially and that it was worth it, given the brand ranks among the world’s leaders in terms of awareness.

It is worth noting that storied designer and iconic fashion icon Donatella Versace, who served as the brand’s creative chief, stepped down in March this year after 27 years in the company, a move that shook the industry. She was then replaced by Miu Miu’s Dario Vitale.

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Launched on November 18, the ‘Petal & Pup Presents: Passport to Summer’ experience marked the agency’s first collaboration with the Brisbane-headquartered online fashion brand, which is owned by AKA Brands and known for its feminine, accessible style.

Designed to bring the digital-first label into a physical, holiday-themed setting, the activation guided visitors through personalised touchpoints including colour analysis, QR-enabled product discovery, a photobooth, and an exclusive wardrobe giveaway. 

Guests created a digital passport on arrival before receiving tailored colour results and a discount code linked to their curated online collection. 

Beach-hut installations reflecting each colour profile allowed shoppers to explore the summer looks most suited to them, complemented by a PR launch event at Glory Days for influencers and media.

The activation supported brand awareness and strengthened Petal & Pup’s data capabilities as it continues expanding in the United States through wholesale partnerships, including selected Nordstrom stores, while maintaining a strong local presence via THE ICONIC.

Stephanie Babin, managing partner at Curious Nation, said, “Petal & Pup has built a strong digital brand, so our goal was to bring that same energy and style into the real world. ‘Passport to Summer’ captures the joy of discovering your next favourite outfit while celebrating everything we love about the season, colour, confidence and connection.”

Victoria Perry, president of Petal & Pup, added, “As a digital-first brand, we’re always looking for creative ways to connect with our customers beyond the screen. This experience brought the essence of Petal & Pup to life in a fun, interactive setting. It celebrated the start of summer, encouraging self-expression and giving women the confidence to feel their best.”

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Nestled at Basement 1of Singapore’s world-renowned lifestyle and retail icon, the new store merges modern modest fashion with global sophistication. 

More than a retail space, it offers a destination for thoughtful gifting, featuring Buttonscarves’ signature scarves and brooches in elegant, ready-to-gift packaging.

Among its highlights are the exclusive Jacquard Voile scarves—crafted with precision and storytelling in mind—available only at the Jewel Changi Airport boutique.

“The opening of our first store in Singapore is a pivotal moment for us. As a regional hub with a truly global reach, Singapore allows us to connect with both local communities and international travellers, positioning Buttonscarves at the heart of Southeast Asia’s fashion landscape,” says Linda Anggrea, CEO of Buttonscarves.

To celebrate the milestone, Buttonscarves introduced the Singapore 2 Series, a collaboration with the Singapore Tourism Board inspired by the city’s energy and heritage. 

The collection comes in 16 colours, including two exclusives available only at the Jewel store.

In a playful nod to Singapore’s street charm, Buttonscarves also reimagines the beloved local Uncle Chieng Ice Cream, blending global elegance with local flavour.

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