In today’s highly competitive market, luxury fashion brands often seek innovative ways to enhance their brand image and captivate their target audience. One popular method is by association with an artist, either by licensing their music or recruiting them as a brand spokesperson.

The race for branded attention has reached a visual standstill, with more and more brands looking and feeling the same if not outright copying each other. In a market dominated by tactical visual reiteration, it is the strategy of sound that will make the difference.