The Challenge

After 150 years of experience in the fashion accessories industry, what’s the one thing that’s tough to do? Short Answer: Staying relevant.

The Approach

We seamlessly stitched a narrative for Jafferjees that would appeal to a younger Pakistani demographic while keeping the brand essence of Luxury. Legacy. Leather. intact. Two shoots were planned, to announce the launch of 2 different collections, both showcasing the high-end leather products in settings familiar to our target demographic. Extra attention was paid to creating a story around each of the products that would weave together the brand philosophy with the current cultural cohort.