Following NYFW, AIG companies collaborate for the second time, as Hekka launch new Swimwear collection on Uplive
JAPAN, June 29th, 2022, Hekka and Uplive are getting ready to make one more big online show together this July 1-7, 2022, over the Japan Swim Week. Over seven days, Hekka will be the main outfit sponsor of Uplive’s livestreaming audition show for the Japanese audience, following a highly successful tie-up during New York Fashion Week. This year’s event will celebrate the return of travel and vacation breaks, featuring Hekka’s new swimwear capsule collection, “Style de Vie”, a 30-piece capsule collection of swimwear.
Alongside its partner brand, Uplive, the leading global live video platform launched by Asia Innovations Group (AIG), the event will stage Japan’s most famous Uplive hosts that will be featuring Hekka outfits, in its effort to promote both brands to the Japanese audience, as the Japan Swim Week becomes the focal point of the fashion world.
It marks the second time Hekka and Uplive have collaborated this year following the success of NYFW 2022. Utilising Hekka’s unique “real time fashion” platform and Uplive’s global reach, the brand expects to greatly increase awareness and user take up. It is projected that at least 10,000 media impressions across social channels for Hekka and Uplive will be generated, creating quality publicity that will continue to grow the innovative cooperation between the sister companies. The innovation in cooperation illustrates their parent group, AIG’s mission “to enrich people’s lives worldwide through innovative and enjoyable live social products, which foster meaningful human connection”.
For Hekka, the inclusiveness to celebrate style for every woman, is core to the collection, whilst continuing to showcase some of the hottest looks across affordable designer swimwear. The “Style de Vie” range is a 30-piece lifestyle capsule collection of swimwear, apparel and accessories handpicked and inspired by modern trends, where ‘be comfortable with your own style’ is the goal and inspires owners every time they wear a piece from the collection. Included in the collection will be a range of the most popular selling bikinis and one pieces, as well as patterned and two-tone styles that will meet the runway for the very first time.
“The collection we are bringing to Japan Swim Week this year is just a snapshot of what Hekka have to offer. We want to enable all our customers to be their true self and unleash an inner confidence inside of them” said Laure-Cecile Lafond-Fenonjoie, CMO of Hekka. “Our choice of clothing can activate a sense of amazingness within us, and through our ranges of swimwear and resort wear, we want everyone to bask in the distinct energy that fashion can provide.”