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The ‘Paradigm Shift’ Remaking China’s Fashion Ad Industry

A new dynamic is taking shape between not only Western and Chinese agencies, but also niche and multi-purpose players, creating bold and innovative ways for global brands to connect with the local market.
An image from the global Calvin Klein ad campaign starring Blackpink's Jennie, with creative direction from Boh Project in Shanghai.
An image from the global Calvin Klein ad campaign starring Blackpink's Jennie, with creative direction from Boh Project in Shanghai. (Boh Project)
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BoF PROFESSIONAL

It was a global ad campaign for Calvin Klein unlike any other. The PVH Corp.-owned brand had representatives from its teams in various parts of North America and Hong Kong on Zoom, checking in on a shoot taking place in Seoul with girl group Blackpink’s Jennie.

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