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Thursday October 11, 2012
By BERVIN CHEONG email@example.com
Fashion brand Jaspal jets off to the City
of Light with Alexa Chung for its latest campaign.
PARIS is known as one of the fashion capitals of the world. It is also famed as a location for love, and the city is reputedly considered as the most romantic place on earth. Thus, it is not surprising that many would be inspired by the city – especially when it comes to conceptualising fashion campaigns, as it holds a powerful emotional pull on an imagined style and the evocation of visual creativity.
Fashion brand Jaspal has taken a cue from this notion, unveiling its campaign for Autumn/Winter womenswear collection shot in Paris.
The brand is enchanted by the city and what it aims to do with this campaign is to offer a tour of the sights of Paris through visual images featuring its latest brand ambassador, styled in the latest must-haves of the season.
If you haven’t heard, the brand has successfully courted British personality Alexa Chung for this new season’s campaign. She has been named as the face of Jaspal’s Autumn/Winter womenswear and appears in the visual branding, impeccably dressed in the new collection.
She is seen lending Jaspal her stamp of quiet grace and girly elegance as she poses against a backdrop of immediately recognisable Parisian sights.
Chung is viewed as the fashion world’s darling at the moment. Those who are smitten by her looks and charm see her as a best-dressed personality, an A-list star among international stars and a fashionista with substantial knowledge on style. She is also adored for having the ability to stay ahead of the trends, and she adds her own effortlessly chic twist to any outfit.
As a model, Chung has been featured in many notable fashion publications to date.
Aside from appearing on the cover of magazines like Vogue, Elle and Harper’s Bazaar, she is also often seen in the front row at international fashion shows, a sure mark of her prominence in the elite fashion circles.
Nevertheless, she is not just a pretty face. Aside from being a model, she is a fashion journalist, writing for newspapers and magazines in Britain. Chung also has experience as a television host. Amongst her many stints with different programmes, she is best known for previously hosting MTV’s It’s On With Alexa Chung and Lifetime’s 24-Hour Catwalk.
Chung’s partnership with Jaspal comes at a notable time. The brand is currently celebrating four decades of success since it was founded in its home country, Thailand, and is looking to bigger and better things to come. With an aim of taking its designs to the international arena, this is just one of the many statements that the brand looks to make in the near future.
The Jaspal Autumn/Winter womenswear collection offers a wide range of feminine styles and designs. From everyday staples to bold statement pieces, the clothing and accessories can be worn for any occasion when styled appropriately. Colours range from vivid shades to pretty pastels, while prints and monotones make an appearance.
Jaspal also highlights the versatility of pants and leggings for the season. High-waisted shorts, straight-leg jeans and figure-hugging skinnies are paired with chic heels for a more sophisticated look. The brand also looks to a slightly more casual take on dressing up, with designs reminiscent of summer dresses and loose, frilled tops.
The new collection includes pieces that will take a woman from work to play.
Stylish designs in a wide range of colour palettes are available and can be seen in everything from skirt suits to off-duty tanks. Finishes like faux lace and playful graphic designs are all part of the creative direction and speak of its tribute to sophistication.
The men are not left out, as Jaspal’s menswear highlight a more classic, gentlemanly look – but with a modern perspective. Pairing of suit jackets with T-shirts and jersey hoodies with slim-fit shirts tell of timeless style.
Thailand’s talented singer and songwriter, British-born Hugo Chakrabongse Levy, fronts the brand’s menswear collection and seals the deal for Jaspal’s imminence in the international fashion market. His individualism and effortless charm complement Chung, and the duo’s star power will no doubt help to make this year Jaspal’s most exciting one yet.
Jaspal’s Autum/Winter 2012 collection is priced from RM85 to RM499.
It is available at all Jaspal boutiques (1 Utama, Petaling Jaya; Pavilion Kuala Lumpur; MidValley Megamall, KL; and Sunway Pyramid, Subang Jaya, Selangor).
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