A Two-Year Journey of Sustainable Storytelling with Metiseko

Project background

Metiseko is a luxury fashion brand focusing on glorifying Vietnam cultural heritage by harnessing time-honored traditional craftsmanship methods to transform natural materials, including organic cotton and silk, into timeless and high-quality products. 

However, Metiseko has been struggling with three difficulties. 

1. Expanding the target audience: Initially focusing on middle-aged people, Metiseko decided to broaden its age range and appeal to a younger demographic. However, the firm discovered that the younger generation lacked confidence in mixing and matching the brand’s items, particularly products made from lacquer silk.  

1. Extending the target market: Back then, before Covid-19, Metiseko targeted tourists from foreign countries. However, the pandemic showed the importance of the domestic market, prompting Metiseko to diversify its customer base to include more domestic consumers. 

1. Conveying the brand’s story: Metiseko had never implemented a PR campaign before as the company’s two French founders wanted to build a silent fashion brand that positively impacted the eco-fashion industry in Vietnam. This prompted Metiseko to launch a long-term campaign to tell the full story. 

Our challenge

Across two consecutive campaigns, Ivy+Partners’ collaboration with Metiseko shared one core mission: to elevate the brand’s voice as a pioneer of sustainable luxury rooted in Vietnamese heritage. 

The challenge centered on changing perceptions. We sought to clear up misunderstandings about silk clothing and reintroduce it as an elegant yet practical choice for everyday wear, particularly among younger consumers. Our goal was to communicate the brand’s philosophy, that luxury can coexist with responsibility, and that Vietnamese craftsmanship deserves global recognition. 

In 2025, the challenge evolved. With the new Mekong Collection, we needed to go beyond awareness and translate Metiseko’s artistic spirit into modern relevance. This meant: 

• Finding relevance beyond reach: identifying creators who valued craftsmanship, sustainability, and authenticity over virality. 

• Balancing art and commerce: turning fine art inspirations, from lacquerware to mother-of-pearl inlay, into visual storytelling that felt both poetic and accessible. 

• Ensuring a cohesive narrative: maintaining consistency across influencer content, PR stories, and brand imagery while preserving the soul of the collection.

Our execution

2024 — Sustainability PR 

In 2024, the campaign focused on raising awareness around sustainability and positioning Metiseko as a responsible, high-end fashion brand. Our key efforts involved PR outreach and storytelling that clarified the brand’s sustainable philosophy, educated audiences about silk and its everyday wearability, and expanded Metiseko’s domestic customer base. Through media partnerships and editorial engagement, we helped elevate Metiseko’s message as a pioneer of sustainable craftsmanship proudly made in Vietnam, beside a fashion brand.  

We also maintained connections with media and Instagram influencers to increase engagement and foster a growing relationship between Metiseko, the media and influencers.

Finally, we kept the noise going by developing and conducting editorials, which spread the message of Lanh My A Fashion collection and the brand’s enduring vision.

Our results

We achieved remarkable outcomes following the campaign.

2025 — MEKONG Collection  

In mid-2025, Ivy+Partners continued our collaboration with Metiseko to launch the MEKONG Collection, using a creator-led strategy rather than a traditional influencer campaign. 

• Deep brand immersion: We explored the collection’s inspirations, which is the Mekong River, Vietnamese lacquer art, and mother-of-pearl craftsmanship, to translate its artistic and cultural depth authentically. 

• Curated KOL journey: Designed a year-long creator program featuring different profiles each month, selected not for scale but for alignment with Metiseko’s core values of artistry, mindfulness, and authenticity. 

• Co-created narratives: Treated each collaboration as a shared creative process. Creators were briefed on the collection’s story and encouraged to interpret it through their own voice, leading to poetic, organic, and emotionally resonant content. 

• Editorial amplification: Extended storytelling beyond social platforms through fashion media such as L’Officiel Vietnam, ELLE Vietnam, Style Republik, and Wanderlust Tips, reframing the collection as part of broader conversations on design, sustainability, and heritage. 

• Consistent brand language: Maintained a refined, natural tone across all visuals, captions, and press materials, ensuring the MEKONG story remained cohesive across every channel. 

What we learned

From 2024 — Sustainability PR 

• Education builds connection: Clarifying misconceptions about silk and encouraging its use in daily life deepened audience understanding and engagement. 

• Positioning drives perception: Presenting Metiseko as both a sustainable and culturally rooted brand attracted a more mindful local audience. 

• Media partnerships matter: Strong editor relationships helped sustain long-term storytelling and brand credibility. 

From 2025 — Authentic Influencer Marketing  

• Curation over scale: The right creators, those who share the brand’s values, create impact that goes beyond metrics. 

• Partnership builds longevity: Treating creators and editors as collaborators, not just partners, creates enduring advocates. 

• Consistency is key: Multi-channel storytelling only works when every touchpoint reflects the same voice and emotion. 

• Sustainability lives through story: By highlighting process, material, and purpose, storytelling transforms sustainability from a claim into a lived experience.