Senior Capstone Project

AIM

The Givenchy × EJAE capsule seeks to reposition Givenchy at the forefront of youth-driven cultural conversation by engaging Gen Z and Millennial luxury consumers through emotionally driven storytelling. It transforms a first Givenchy purchase into a meaningful cultural moment rather than a transactional exchange.

OUTCOME

The collaboration aims to drive cultural resonance beyond product through immersive pop-ups, and limited digital drops that build exclusivity and momentum. The result is increased Gen Z and Millennial acquisition, renewed brand relevance, and sustained global engagement rooted in culture rather than commerce.

The Concept:

“The Next Chapter of Elegance”

The Givenchy x EJAE capsule, “The Next Chapter of Elegance,” positions EJAE as the house’s modern muse, following icons like Audrey Hepburn and Ariana Grande.

Each handbag marks a chapter of her journey: Seoul, Eleven, Empire, and The EJAE tracing her path from cultural roots and unseen perseverance to global stardom.

The Research

Influencing Factors:

80%

Experience-driven promotion:

Of luxury sales are digitally influenced, driving demand for immersive pop-ups and seamless online-to-offline integration.

88.2%

Social commerce growth:

Of ASEAN consumers will pay more for celebrity collaborations, with K-pop partnerships proving especially powerful.

13.8%

Celebrity co-creation:

Of affluent Asian consumers purchased luxury via social media in Q1 2025, reflecting rapid platform integration.

$27B+

Cultural Influence of K-Pop & Hallyu Wave:

K-pop Hallyu influence drives $27bn+ annually with 178 million global fans, particularly strong engagement from Gen Z luxury consumers

Industry Trends

73%

Personalization opportunities:

Consumers value made-to-order customization and exclusivity

68%

Permission to indulge playfully:

Gen Z aren’t wowed by brand marketing

54%

Experience over ownership:

Millennials spend on luxury experiences (vs. 63% on goods)

80%

Cultural fluency and heritage:

Gen Z aren’t wowed by brand marketing

63%

Investment piece mentality:

UK Gen Z see luxury handbags as investment pieces

The Leather Goods Market

Luxury leather goods remain the fastest-growing personal luxury category

4-6%

Projected annual growth (2025-2027) significantly outpacing the overall market

$66.7B

The segment generated globally in 2025, Expected to go $85.7B 2035

Total Personal Luxury Goods Purchases Globally By Gen Z & Millennials

SEOUL

The first bag in the Givenchy × EJAE collaboration is inspired by EJAE’s cultural heritage and her roots in Seoul, Korea. This design symbolizes the beginning of EJAE’s artistic journey.

ELEVEN

The second bag in the Givenchy × EJAE collaboration is inspired by EJAE’s journey in the K-pop industry. After training for years to debut as an artist, she was dropped from her label and spent over a decade writing and producing music behind the scenes for other K-pop groups before ultimately rising to global stardom through K-pop Demon Hunters.

EMPIRE

The third bag in the Givenchy × EJAE collaboration is inspired by EJAE’s life after returning to the United States, studying at NYU, and building her creative career while living in New York City.

EJAE

The fourth and final bag in the Givenchy × EJAE collaboration reflects EJAE’s life today—her global recognition through K-pop Demon Hunters and her expanding influence not only within the K-pop industry but also into fashion, marking the beginning of her next creative chapter.