As Fred Perry arrived in Vietnam, they engaged Rice with the ambition to connect meaningfully with local subculture. We utilized our network to research and recruit 30 influencers to become the Fred Perry ambassadors for Vietnam. 

Rice art directed a series of images of the ambassadors to be used in communication; working with a Ho Chi Minh City based photographer. Simply wearing the Fred Perry pieces they chose, the models expressed their personal style, and comfortably posted the images to their own social media. Rice continued to develop the Fred Perry press conference and launch party.

Photography by Thatsluminous