Since we created this fashion brand 10 years ago, we have continuously evolved it in appropriate, yet surprising ways—because that’s what fashion does. This year, the By Brizo campaign emphasizes that fashion encompasses not just clothes, but an entire lifestyle. As ever, the ads—speaking to the inspiration beyond each luxury fitting—are amplified by events, digital collateral (ranging from pre-roll to blogger relations), and other accouterment. It’s also of note that as trends go, this brand has been ahead of them since its very start, partnering with Jason Wu in 2007—well before the designer’s ascent to the international stage.

Two young fashion brands. One shared aesthetic. That was the philosophy behind our original partnership and it’s the philosophy we’ve grown and evolved with ever since. Here, Jason Wu discusses what it’s like transitioning from the runway to kitchen and bath space.