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John Hardy has worked hard in recent years to connect with consumers through digital channels and social media especially Instagram Live. Those efforts have included a few ambitious film projects.
This year, for example, the brand produced a mesmerizing video with the artist and activist duo Kita Poleng to celebrate the concept of transformation. A dancer draped in transformable pieces from John Hardy’s latest Chain Remix range performed a stylized dance called the “Amrta” as she made her way through scenes of everyday Balinese life.
“She’s on the beach with shell gatherers and fishermen it’s daily Bali, not postcard Instagram Bali,” says chief marketing officer Suzanne Hader. “She goes to the market and continues to dance through the market with people haggling over food and motorbikes going by. The collision of all those things is what makes it so arresting.”