Xin Chao Means Hello..and Something More

"Xin chao" means hello. But in this case, it also meant arrival. Not just to a place, but to a new phase of storytelling where heritage pieces met an unfamiliar rhythm, and something fresh was born.

The Xin Chao campaign is a visual study in tension and harmony. What happens when heirloom-worthy bags, carriers of European legacy and craftsmanship are placed in the streets of Vietnam, a place rich in its own layered history and modern dynamism?

The choice of Ho Chi Minh wasn’t premeditated, but it became essential. The city pulses with contrasts: temples beside skyscrapers, French balconies over street food stalls, neon signs flickering over generations of memory. Against this backdrop, luxury felt less like a statement and more like a conversation.

In one frame, a Loewe basket bag was styled against the chaos of a wet market. In another, a Chanel Vanity caught reflections from a motorbike mirror in motion. These weren’t accidents. They were moments of unexpected clarity where the old soul of a piece found new expression in an uncharted environment.

There was no fixed narrative. Only a respect for instinct, for location, and for the emotional history carried in every clasp and crease.

This is the story of Xin Chao: not just about bags or a shoot, but about what happens when vintage luxury is allowed to breathe in a different language. Where old souls roam new streets and leave changed.