Dazed magazine needed to create fluent and natural adaptations for Hogan, a luxury Italian shoe brand. The copy had to engage audiences through a stimulating tone of voice that reflected the brand’s casual elegance, while paying utmost attention to detail.
Solving this brief required substantial background research on China’s luxury market and what Hogan’s place should be in it. Our understanding of both the market and brand allowed us to create copy as if it was written by a native speaker. The work was delivered according to Dazed´s guidelines – using contemporary and daring vocabulary that resonated with their local audience.