Waves unveiled plans to partner Yohani as a brand partner for upcoming campaigns at a media gathering held recently at the Waves concept store in Havelock City Mall complex. This follows the back of the breakthrough success of the “Show Your Two Colours” campaign which sparked a viral social media trend involving over 50 social media influencers. The trend which caught traction when Yohani was spotted wearing two-coloured footwear, succeeded in driving the personalisation of Waves flip-flops by combining colours and accessories to showcase individualisation and personal preference.
Waves celebrates fashion and youthful exuberance through its product offering and marketing efforts, a vision which aligns perfectly with Yohani, the trend-setting pop sensation.
Brand Manager for Waves Oshini Jayasuriya said, “We have seen great synergy between the Waves brand and Yohani given the common values that the two stand for and the organic success of our past collaborations with her and her team. As a partner to the Waves brand, Yohani will be an integral part of our future efforts to reach the youth through our products and an icon of inspiration for how we interact with our core demographic.”
The partnership is also an exciting new look at the potential for artists to engage with brands in ways which influence and drive behaviour among the target audiences that share mutual values of fashionability and personal expression. The partnership is expected to contribute towards bringing the youth closer to the Waves brand by playing the role of a conduit which enables a two-way dialogue between the brand and its audience through a variety of channels including social media.
Executive Producer and Business Manager for Yohani, Dilanjan Seneviratne said, “Fashion has continued to be a focus for Yohani throughout her career and the collaboration with Waves is a natural fit for her as a trendsetter. Given the alignment between Yohani and Waves as brands with a focus on the youth demographic, this partnership enables both brands to reach their target audience in exciting new ways. We want to thank Waves and the Waves team for the continued opportunities they have given us to work together and we look forward to great things soon from this partnership.”
Marketing Director for Waves Dilshan Rajapaksa said, “Integrating Yohani into our brand story is more than just a partnership; it’s about creating a platform for self-expression and connecting with our audience on a deeper level. Yohani’s journey, her music, and her style speak to the heart of what Waves stands for. We are excited to explore this synergy and bring our customers along on this vibrant journey.”
