“Lang” or “靚” in Cantonese means “beautiful” in its most literal sense, but the word itself is culturally diverse in a way that is impossible to adequately translate into English. “Lang” can be used to describe aesthetic beauty, but it can also be used in snarky “cha chaan tang” diner jargon when waitress aunties are describing female patrons. “Lang” can be used to describe pretty girls, but also handsome boys. The word itself is simple and abrupt – phonetically plain and unassuming – but the weight that it carries is significant and loaded with cultural meaning.
As a celebration of beauty in all of its unique forms, LANG was conceived as a distinctive retail experience that pays homage to the eclectic fashion, art and design of Asian creators. Inspired by founder Kayla Wong’s hometown of Hong Kong, LANG creates a space that empowers Asian artists, designers and makers who are sharing their own personal interpretations of their lived experiences. The result is a thoughtful curation of art, fashion and home pieces that speak a language transcending words or culture. LANG was made to discover the beauty in everything – nice things, ugly things, weird things, unexpected things – and we’re excited to have you join us for the ride.
For our inaugural launch campaign, we tapped Hong Kong-based photographer Ken Ngan to shoot the imagery. We also worked with an entire team of Hong Kong-based talent (composed mostly of our own friends and close collaborators), so that we could build on our storytelling in the most authentic way possible. Being able to capture candid moments of Hong Kong’s culturally rich landscape and urban vibrancy was important to us and we set out to do just that.
Inspired by one of Kayla’s favorite local places to get cart noodles from with her mom, the launch campaign was shot in a famous food market in the bustling neighborhood of Causeway Bay. As a nod to the grungier side of Hong Kong, the campaign is an homage to the city in its most authentic form. From borrowing metal carts from local street vendors, to a gracious char siu chef who allowed us to shoot behind his BBQ counter, the day was filled with unexpected moments of kindness and camaraderie by the food market community that underlined why we hold this city so close to our hearts and how proud we are to provide a spotlight for it.
The launch campaign highlights a selection of Hong Kong brands from our very first launch, including: Affection Blvd, Aim Higher Club, athenaeum(m.), Grocery, Jüü Jüü, Leeeeetoy, Orientale, Peachy Potter, Shek Leung, Victoria, Yat Pit, and Yeti Out.
You can shop all the pieces from the campaign now at LANG.
Creative Credits
Photographer: Ken Ngan
Videographer: Mart Sarmiento
Creative Director: Kayla Wong
Makeup & Hair: Kidd Sun
Stylist: Jerry Haha
Styling Assistant: Jenny Wong
Model: Hortin Yip
Model: Hangyi / Yon Management