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July 29 2014

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1 posts tagged "Karim Sadli"

Freja Beha Erichsen, Liu Wen, and More Get Moody for MO&Co.

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Remember the Chinese brand MO&Co. that we said was moving westward? While it has yet to unveil its Western sales strategy, the brand aims to make global waves with its latest campaign, created in honor of its tenth anniversary.

To fete the occasion, MO&Co. solicited the help of ten major faces—from the West and East—including Freja Beha Erichsen (the brand’s ongoing campaign girl), Chinese mega model Liu Wen, actresses Gao Yuanyuan and Huang Lu, Chinese designers like Xander Zhou, and It girl artist Langley Fox Hemingway, among others.

Dubbed Love Together, the moody black-and-white short, which debuts exclusively here, depicts pairs of creatives from around the world donning MO&Co.’s wares. The flick essentially puts the Karim Sadli-lensed still campaign into motion.

Tomorrow night, MO&Co. will officially reveal Love Together at its Guangzhou runway fete at the Zaha Hadid-designed Guangzhou Opera House—Ming Xi and Tian Yi are scheduled to walk—and celebrate its milestone. Models will wear a limited-edition “red-crowned crane” collection, which will be sold in MO&Co.’s greater China stores and at Lane Crawford.