Ray-Ban Presents New Communication Ad Campaign #Ittakescourage

Ray-Ban presents its new communication campaign #Ittakescourage. The communication campaign, shot in L.A. by photographer Mark Seliger, features a series of eight unique creatives focusing on the brand’s DNA: the courage to be yourself. That courage that is not the absence of fear, but the triumph over it, that is not just physical bravery but is what pushes people to face their fears and to go beyond their limits. Ray-Ban Optical in DO YOUR PART and the courage to make a positive contribution to the world even when
it’s tough.

Ray-Ban Liteforce Wayfarer in FACE YOUR FEARS
The courage to acknowledge your fears and take them head on. The protagonists of these shots are people that are being courageous, because they are being brave to be imperfect, thus fighting against the society and its stereotypes, they go beyond their limits and are brave to express and expose themselves, their talents, their emotions.

 Ray-Ban Clubround Optical and Sun Styles in OPEN YOUR HEART
The courage to be vulnerable in the name of love in all its forms. They have the courage to take decisions or to stand up for what is right, to act in accordance with their beliefs, in spite of criticism. All of them are being brave in their way - you just do not have to jump from a plane with a parachute to be courageous.

Ray-Ban New Wayfarer in PUSH YOURSELF
The courage to persevere in order for dreams, desires and goals come to fruition. This #Ittakescourage campaign also lives on social media and on, where users will be inspired and encouraged to be courageous.

Ray-Ban Metal Optical in START NEW
The courage to embrace change and leave your comfort zone in order to live the life you want. For instance, for encouraging people to open their hearts, Ray-Ban will create a social experiment to witness two people meet for the first time and ask each other a series of questions, which increase in depth of emotion until they are finally asked to just hold each other’s stare for a full 4 minutes. Or again, as it takes courage to say ‘sorry’ Ray-Ban will investigate if a single ‘sorry’ can make things that are broken whole again by reuniting a critic and the criticized in order to break a plate together symbolizing a break from past.

Ray-Ban Round Optical Style in UNPLUG
The courage to ditch the screen and interact in the real world. This is to encourage people to unplug Ray-Ban will document an international group of digital influencers and send them to a location that has every modern amenity save for the internet and document them as they go from plugged in to unplugged.

Ray-Ban Aviator Gradient Flash Lenses in FIGHT PERFECTION
The courage to reject society’s stereotypes and be who you truly are.

Roger Dubuis 2016 Novelties Preview @ Experience The Visionary Dynamism

Roger Dubuis hosted a private preview and cocktail for its exquisite 2016 novelties in the Pacific Place boutique recently showcasing three excellent worlds of Roger Dubuis Excalibur, Hommage and Velvet and to sport some of the Maisons signature timepieces on their wrists.The boutique design seamlessly mirrored the Manufactures position as the pioneer of contemporary skeleton and as a specialist in architectural and technical mechanics, which are embodied in the legendary Excalibur collection. To further highlight this, the latest emblematic Excalibur Automatic Skeleton Carbon was showcased alongside other 2016 novelties. Proudly proclaiming 2016 the Year of the Velvet Diva, Roger Dubuis has turned the spotlight on women with a gorgeous array of jewellery timepieces. Interweaving unrivalled temperament and captivating audacity is the Velvet Collection, inspired by Hollywood’s Golden Age Divas that were devastatingly beautiful and inspirational. Destined to conjure up the multi-faceted complexity of feminine nature, the stunning pieces from this years SIHH, together with other 2016 novelties evocative of the contemporary femme fatale, were presented in Hong Kong for the first time for public viewing.

Highlighting the event is the latest sublime creation jointly designed by Roger Dubuis and the master Parisian shoemaker Massaro, the Velvet by Massaro Greta. This magnificent timepiece salutes the silver-screen legend Greta Garbo, epitomizing the best of the two champions in craftsmanship and aesthetics. An aura of mystery is expressed through black feathers delicately crafted by Laurence Le Constant and cleverly interwoven into the dusky strap, as well as the black lacquered dial with tone-on-tone charcoal markings evoking the elusive brunette nicknamed The Swedish Sphinx.

Another timepiece from the iconic collection is the latest Excalibur Automatic Skeleton. This extravagant model appears in a spectacular new interpretation clad in white gold. Being one of the first automatic skeleton watches of Roger Dubuis  with micro-rotor powering its movement, it embodies an expression of style and watchmaking mastery which perfectly captures the spirit of Roger Dubuis. This skeleton timepiece attuned the world of the chivalrous Warrior with an avant-garde touch, fully delivering the technical excellence and powerful aesthetic which forged the Excalibur collection.

A new member to the Hommage collection, a reinvigorated line-up which pays eloquent tribute to haute horology, the Hommage Open Dial is a new and intriguing interpretation continuing the challenge of the codes of classicism. The daring design of the dial through a central opening offers a privileged view of the movement joined by a second circular opening which embraces the Roman numerals, creating an unexpected decorative effect.

VALENTINO SS2016 Men Collection

 VALENTINO SS2016 Men Collection traveling in style, accompanied by an ever-changing soundtrack, adopting other cultures and worlds as a tool for writing one’s personal story through clothing is the journey that Maria Grazia Chiuri and Pierpaolo Piccioli have embarked on for the new Valentino collection.

This song-filled journey freely interprets Bruce Chatwin: a geographical and psycho-geographical collage in which music is the channel for entering in contact with another place and absorbing its spirit to tell a completely new story.

Travels are always seen through the eyes of the travelers that endlessly create and recreate reality. The result is a glamorous, liberating polyphony that focuses on the man and his inalienable individuality. The link and signature of the collection is the exquisite artisan workmanship of Couture, which is a defining and distinctive trait of the maison.

Suggestions, recollections and references overlap in this multicultural style concept. Customization is recurrent through the use of appliqué patches, customized details on jeans, and embellishments that evoke fond memories.

The techniques used to create this continuous blend of ideas and aesthetics are unexpected and surprising. Five-pocket jeans have heat-bonded seams and Hawaiian shirts use the thermal printing process. Souvenir jackets, with textures and decorations, become pages of a thrilling diary to be worn.

Surfaces come to life like stories told and songs sung: they teem with imaginary animals, beading, and floral prints. Stylistic rules shift and solutions change: the sailor look veers towards a more mysterious mood, while outfits with military allure are made of crisp wool with sartorial aplomb.

Denim - the textile of choice for contemporary storytelling, a democratic material able to adapt to everyone’s body and life - is given a couture interpretation through the unique savoir-faire of Valentino’s ateliers, transformed into garments defined by the white markings on the selvedge.

Pieces are freely combined and never defined: the punk rocker trench coat is paired up with the Hawaiian lei made with leather laces and denim jeans with a Japanese vibe. The jumpsuit and fanny pack introduce a note of unconventional practicality.

Slip-ons turn into espadrilles, sneakers are embroidered, and guitar straps embellish shoes and backpacks. Authentic, masculine colors - ranging from black to military green, blue and beige - are always interrupted by textured patches and embellishments that express a concept full of intuition, instinct, and emotion.


LOCOFAMA @ Good Food Can Do Amazing Things

For the fresh organic bite that can make you feel better while supporting the local farms as well as promotes sustainability and give back to the community. LOCOFAMA in Sai Ying Pun share with the rest of Hong Kong that organic food can be affordable, healthy and delicious. For once, mylifestylenews goes green to discover by eating light and eating right, because every bites does good, every bite counts.

Tucked away in between second and third street on Fuk Sau Lane in Sai Ying Pun that you may easily missed, but boy, do your homework before hand and get your bearing right, this cozy little restaurant with rustic décor offers you a secret garden hidden haven that may have you think you are at a much suburban area.The restaurant is bigger than you think and they are separate into two different shop-lots with the main dining area with white washed walls and the open kitchen and the other room is a long communal dining table and a section of al fresco seating.

At LOCOFAMA, it is much about the atmosphere as it is about the food. Not only are you sharing “tapas” style small bites, you’re sharing stories, in drinks and consequently, you ‘re sharing good times. This is the spirit by creating LOCOFAMA. More and more people are becoming aware of where their food source is coming from, how it’s made and the non-sustainable implications it has on our environment.  Any food that has been altered by antibiotics and hormones will eventually climb its way up the chain and have a negative effect on our bodies. The associated byproduct toxins will also harm our delicate environment.

They search long and hard for meat suppliers that fit their standards for good food. This means they are fed a natural, nutritious al-vegetarian diet, and allowed to grow up, like growth hormones or antibiotics. This goes for all the beef, chicken and pork use here. The food in LOCOFAMA is made daily in-house from natural ingredients, and the juices are made right before your eyes.

They strive to support local farmers by sourcing fresh local produce and sustainable organic foods whenever possible. No preservative, additives, or genetically modified vegetables and meats are used.They also believe seafood should grow up in their natural ocean environment and eat whatever they are supposed to in their natural habitat. This means in LOCOFAMA, they only source wild-caught seafood versus commercially farmed seafood so no growth hormones, antibiotics and other artificial feeds are used.

Some of the key ingredients used here are the “Super Grain” Quinoa that has low calories, low carbohydrates, high protein and high dietary fiber. It also helps reduce cholesterol and has high magnesium content which promotes cardiovascular health. Kale is high in iron, vitamin K, calcium and dietary fiber. The “Queen of Greens” is packed with antioxidants and anti-inflammatory properties, full of vitamins and minerals. Chia seeds are “tiny but mighty”. This powerful seed is a great source of healthy omega-3 fats, high in dietary fiber and protein that has all the essential amino acids. Not only is it gluten free but also a good source for calcium. It boosts energy, stabilizes blood sugar, aids digestion, and lowers cholesterol.

Sunflower seeds supply linoleic acid which can lower risk of heart disease. It can also detox the liver and also get rid of harmful toxins floating around in the body. In addition to this, it prevents cholesterol from building up and causing body damage. Beetroot are full of nutrients and are a great source of vitamins B3, B6 and C, plus beta-carotene, magnesium, calcium, zinc and iron. They assist our liver and gall bladder in breaking down toxins and their fiber is great for digestion and eleimination.

<Crystalline Ice Plants Prawn & Pomelo Salad>
Hemp seed, tomato, red onion, chili, lime, cilantro, muscovado sugar

<Organic Kale Salad>
Quinoa, avocado, tomato, walnut, balsamic dressing with grilled beef add-on for $68.

<Spicy Garlic Spinach Quesadilla>
Chili flake, cheese., tortilla, garlic sesame cream sauce

<Slow-Cooked Organic Chicken>
Coconut milk, lemon leaf, cayenne pepper.

<Slow-Cooked 48 Hours Natural Short Rib>
Pickled vegetable, lettuce, marinade sauce

<Prawn & Basil Pesto Linguini>
Garlic, pine nuts, parmesan cheese, olive oil

Good food can do amazing things, it can make you feel better, support local farms, promote sustainability and give back to the community. The hope at LOCOFAM will be more than just another trendy place to have a delicious meal. It is a place to reflect our values towards health, community and sustainability and embark on a life long journey. Step by step and bit by bit, we will demonstrate that this is not only possible, but it is the holy grail to health and happiness and that may be – together will become a source of inspiration, to the rest.

Tried & Tested:
Location: 3/5
Design & Decor: 3.5/5
Food & Beverage: 4/5
Service: 4/5
Value For Money: 4/5
Experience: 4/5

Slow-Cooked 48 Hours Natural Short Rib
Prawn & Basil Pesto Linguini

9-13, Fuk Sau Lane
Sai Ying Pun, Hong Kong
Tel: +852 2547 7668

Reviews are based on actual day of visit and experience. mylifestylenews reserves the right of final decision in case of any disputes. All images are photographed by mylifestylenews team without any photoshop enhancement and are the property owned by mylifestylenews unless otherwise stated. 

CALVIN KLEIN, INC SS2016 Global Ad Campaign

Calvin Klein, Inc. 2016 global multimedia advertising campaign marks an evolution in Calvin Klein’s stance of provocation and embrace of youthful culture. For the first time, each of the Calvin Klein brands – Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear are presented together in compelling images and video featuring a provocative blend of talent. Shot by avant-garde photographer and filmmaker Tyrone Lebon, the visually striking global campaign presents a diverse and democratic cast that ranges from global superstars, actors, musicians, activists and models to street cast unknowns, often juxtaposed together. Those featured include Grammy nominated, 30-time platinum selling phenom Justin Bieber; American model and social media star Kendall Jenner; 11-time Grammy nominated hip-hop recording artist Kendrick Lamar; British artist, musician and director FKA twigs; Grammy nominated, platinum selling hip-hop recording artist Fetty Wap; breakout Danish actress Klara Kristin; independent hip-hop recording artist Joey Bada$$; Australian actress, model and musician Abbey Lee Kershaw; British model and activist Adwoa Aboah, Dutch artist, author and model Saskia de Brauw; indie music artist Destiny Frasqueri; and Korean model and up-and-coming music artist Sung Jin Park. The street cast up-and-comers include Daniel Hivner, Jan Gatewood, Aiden Dare, Rene Ferry, Sophia Tatum, Laura Sorensen and Petra Lajuan.

In the spirit of a creative factory, Lebon collaborated with a new generation of fellow photographers Harley Weir, Jamie Hawkesworth and Tobin Yelland, as well as Calvin Klein veteran photographer David Sims. Lebon’s father and brother, veteran photographer Mark Lebon and emerging filmmaker Frank Lebon, worked together with Tyrone as a family to capture the global campaign from a documentary perspective. The team of creators focused on a mix of offerings from the SS2016 lines of all the Calvin Klein brands, as well as imagery dedicated to each of the brands. A combination of photography and video, these creative works will be released through the SS2016 season.

The SS2016 campaign takes #mycalvins out of the bedroom, representing an evolution of the Calvin Klein brand’s acclaimed omnichannel initiative, which originated with individuals posting selfies on social media in Calvin Klein Underwear and Calvin Klein Jeans and tagging #mycalvins in the image caption. Beginning with the new call to action, “I _________ in #mycalvins,” this campaign moves from the passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments of life are what creates its sensuality and sexiness. The campaign images are intimate and authentic, taking the long view past the famous faces in them to find the shared human truth at the heart of a generation that prides itself on its purpose and ambition.  
“I _______ in #mycalvins” is included as text on the advertising visuals and features a different verb in the phrase with each visual. The call to action will encompass all brands under Calvin Klein and invite the global audience to show how they live their lives in their Calvins.