Brand Launch
Created by Raphael le Masne de Chermont, CEO of Shanghai Tang – the Mandarin Collar Society is an exclusive club that advocates the fight against wearing neck ties and instead promoting the Mandarin collar – the signature of Shanghai Tang’s bespoke tailoring. The members only club was launched in New York, London and Hong Kong with a manifesto, brochure, direct mailers, welcome pack and mini-site.
The limited edition hand finished welcome packs featured a Chinese bound hard-backed brochure, member’s card and exclusive logo cuff links. These were distributed to the club’s exclusive membership of internationally prominent businessmen and style leaders – including Olympic medalist Linford Christie, international pianist Yang Yang and renowned chef Pierre Gagnaire.
Scope
