Lane Crawford
Online Shopping Launch
Carrying a global edit of over 800 fashion brands, Lane Crawford is China’s leading luxury specialty store. After a series of successful rebranding efforts as well as nation-wide expansions, Lane Crawford launches a new online shopping platform that is as much about opening up a new shopping channel of shopping to a wider audience as it is about solidifying the brand’s forward-thinking image.

Working directly with the brand, Straight produced Chinese translations for its entire brand section, with descriptions spanning several hundreds of brands. We recruited a team of fashion journalists, translators and editors who are tuned in to the latest Chinese fashion vocabs and created copies in simplified Chinese that reflected Lane Crawford’s hip, iconic, witty and fashion guruesque aura.