The butterfly effect

Not one to end the year on a low note, dUCk has launched its limited edition shawls, totes and notebooks with a contest that will fly two to Vienna, writes Syida Lizta Amirul Ihsan

THE butterfly has been the subject of many pop culture references. From Puccini’s to Muhammad Ali’s famous quote “Float like a butterfly, sting like a bee,” this beautiful flying insect has sparked amazement and wonder through the ages.

Consider too the butterfly effect theory, which states that a very small action — like a butterfly flapping its wings — can cause a bigger event, like a tornado, halfway across the world.

It may sound unlikely but given that one action leads to another, such an effect, while time-consuming, is plausible.

Here at home, local lifestyle brand dUCk long created that butterfly effect even before the recent launch of The Butterfly dUCk.

Taking the headgear game to a whole new level, its collaborations, designs and smart marketing strategies have made it a brand that’s often imitated by competitors.

END WITH A BANG

Not one to rest on its laurels, the brand wanted to end the year with a bang and therefore launched The Butterfly dUCk early this month.

The first drop — with green and yellow shawls, totes and notebooks — sold out despite some comments on @theduckgroup that the scarves look “usual” and that fans were sighing in relief that they could finally save money.

But by the time the second drop took place, this time in blue and nude, more people were flocking online to get their hands on the beautiful designs.

Needless to say, the products were sold The boxes of the shawls narrate a story of how butterflies will fly far but will always come home. Vivy on location in Vienna for The Butterfly dUCk campaign.

out the day they were released.

This campaign is narrated by D’s mother through her perspective of seeing her daughter grow up. For those not in the know, D is the persona who narrates dUCk’s journey.

“When D told me that she wanted to create a collection to celebrate the journey of growing up, of independence and of the relationship between parents and children, I was beyond touched.

“Being a mother of two, I know what it feels like to see your children grow up. They grow up too fast — one day they’re in a swaddle sleeping soundly in your arms, and before you know it, you’re sending them off on their first day of school and soon, col- The Butterfly dUCk in nude for pastel lovers.

The totes to go with the shawls. lege!” says Vivy Yusof, the face and founder of The dUCk Group.

She says this collection is special because it is the first time dUCk has a collection narrated by someone else other than D.

“Seeing it from a mother’s perspective makes it so different and is an eye-opener,” she says.

COMING TO VIENNA

But the golden carrot of this whole campaign is the contest the brand is having (go to @theduckgroup for details) until year-end.

In true dUCk fashion — it pulls out all the stops in its campaigns — the winner will receive two business class tickets to Vienna and a twonights stay in a luxury hotel there.

Who knows, with one shawl purchase (and serious photography and editing talent), you could be on your way to Vienna for a European holiday. Now how’s that for a butterfly effect? Vivy on location in Vienna for The Butterfly dUCk campaign. THE Limited Edition Butterfly dUCk collection consists of scarves, tote bags and hardcover notebooks.

Each are available in four colours — blue, nude, yellow and green — and retail at RM300, RM400 and RM40 respectively.

They are available at the dUCk store in Pavilion, FashionValet in Bangsar Village II and online on www. fashionvalet. com.