HKFG AW24 at Paris Fashion Week

HKFG AW24 at Paris Fashion Week

Fashion Farm Foundation Led Hong Kong Fashion Talents to Paris Fashion Week with 7 local brands presented their latest collection, including the PABEPABE and VANN presentations.

(Hong Kong, 28 February 2024) Fashion Farm Foundation (FFF) transformed day two of Paris Fashion Week into a day for Hong Kong fashion design. FFF and seven fashion labels opened the curtain of the HKFG AW24 Presentation and Showcase which is under the sponsorship of Create Hong Kong of the Government of the Hong Kong Special Administrative Region. FFF is presenting these local brands’ latest Autumn and Winter collections in Paris Fashion Week, namely DEMO, KINYAN LAM, PABEPABE, REVERIE BY CAROLINE HÚ, SELFFAB., VANN and YEUNG CHIN.

PABEPABE and VANN had their solo presentations on 27th February to demonstrate their latest collections. Meanwhile, HKFG Autumn Winter 2024 Showcase prepared by FFF allowed Hong Kong fashion designers showing their collections in person to the invited guests including fashion media, insiders, buyers, fashionistas and influencers around the globe.

PABEPABE’s mini theatre “The Boy Who Cried Wolf”

Reality is like an infinite theatre, constantly playing out one drama after another. Various problems and calamities repeat, with never-ending conflicts and disputes. The world has always been warning us, but the non-stop alarms and alerts have gradually made us numb. In a theatrical performance, there is an ending, but in this perpetually ongoing world of theatre, what role should we play? Everyone is watching the show, and everyone is an actor.

This season, PABEPABE are delving further into their artistic and cultural aesthetic as they explore the story of “The Boy Who Cried Wolf”. However, they have taken a unique approach by altering the content and scenes of this well-known fable. For their presentation, they aim to showcase a particular scene from the story by constructing their mini-theatre. This theatre will feature set designs and backdrops made entirely out of garments, bags, and installations that can be worn on the body. Ultimately, these wearable pieces will come together to form the entire scene.

VANN AI-powered unrealistic beauty standards

In the era of AI and pervasive social media, self-identity and the concept of beauty are significantly transforming. AI-powered tools enable hyper-realistic face and body modification, blurring the lines between human imperfection and machine-generated perfection. VANN’s AW24 series aims to address the issue of unrealistic beauty standards perpetuated by AI and social media by promoting a more inclusive and realistic representation of beauty. Its presentation format aims to reflect our inseparable relationship with media, electronic devices and technology.

This presentation proposal explores the idea of devices as an extension of our body, examining how our reliance on technology has blurred the lines between our physical and digital selves. It delves into the implications of our overloaded screen time, the personas we create online, and the disconnection between our virtual identities and our real-world experiences. From smartphones to smartwatches, these technological extensions have transformed the way we communicate, consume information, and navigate the world around us.

AW24 items from other five brands are also showcased

REVERIE BY CAROLINE HÚ’s AW24 series aims to portray the relationship between individuals and space, capturing the emergence of new perspectives and visual aesthetics that arise from distance. Without the confines of a specific theme or inspiration, DEMO’s extraordinary collection effortlessly transcends the limitations imposed by gender, capturing the allure of both gender. As the winter night casts its enchanting glow, their “Fireside Tales” collection from KINYAN LAM brings to life the beauty of diverse cultures and craftsmanship. Inspired by heritage jerseys, SELFFAB. AW24 collection transforms, paying homage to the past while championing sustainability. Each piece not only encourages an ever-evolving ensemble but signifies a commitment to an enduring style. YEUNG CHIN leveraged traditional craftsmanship “wool felt” and the meaning behind it to create the AW24 collection which has taken new meaning – co-construction, co-creation, complementary advantages and resource sharing.

VIPs and fashion lovers from all over the world including Stefano Martinetto (Co-founder & CEO of Tomorrow London Limited), Sophie Brocart (CEO of Patou), Manuela Brini (Director of Creative Talent Acquisition & Development at LVMH Fashion Group), Edda Gudmundsdottir (Stylist of Bjork), Fredrick Li (Managing Director of D-mop), Federico Tan (Founder of Advisory Council). Guests and designers representing the seven brands had a great time discussing ideas on the fashion industry at historical site Hotel de Guise.

(From upper left) (from left) Stefano Martinetto (Co-founder & CEO of Tomorrow London Limited) and DEMO’s designer Derek Chan; Edda Gudmundsdottir (Stylist of Bjork) and REVERIE BY CAROLINE HÚ’s designer Caroline Hu; VANN’s designer Vann Kwok and Zaneta Cheng (Editor in Chief of Hashtag Legend); PABEPABE’s designer Logan Chan and Mayao Ma (Chairman of FFF)

In this season, HKFG is excited to announce the launch of our own retail pop-up store. To kick off the event, we will be hosting a product launch and networking event in March, where selected AW24 items from Paris Fashion Week will be showcased. This presents a unique opportunity for designers from the HKFG Autumn Winter 2024 / AW24 designer brands to connect with guests and share their creative ideas. The retail store will feature products from all ten brands (Menswear & Womenswear) for a duration of three weeks, allowing fashion enthusiasts to explore and purchase their favourite pieces. Additionally, our online partner, Novelty Lane, will provide the option for pre-orders of AW24 items from the HKFG brands. This collaboration aims to provide a seamless shopping experience, both in-store and online.

About HKFG

HKFG, formerly known as Fashion Guerilla, is an international program organised by Fashion Farm Foundation (FFF). With the mission of bridging talents to the international fashion scene and promoting Hong Kong fashion design, FFF organizes the program twice a year for the two seasons, Spring/Summer and Fall/Winter. Hong Kong fashion brands are selected to present their collection and meet global buyers and media in showrooms and trade shows. The first program was unveiled in Paris in 2013 and has been staged in New York, Singapore, Tokyo and Shanghai fashion weeks in the previous years.

About Fashion Farm Foundation

FASHION FARM FOUNDATION (FFF) is a non-profit organisation founded in 2012 with a mission to promote Hong Kong fashion designs globally by synergizing local fashion designers, entrepreneurs, cultural practitioners, industry experts and retailers. FFF organized a series of campaigns and events locally and globally, such as FFFRIDAY and HKFG, every year. It aims to bridge Hong Kong local fashion talents to Hong Kong public and to the international fashion scene, get more people to discover Hong Kong’s very own creative talents and showcase these hidden gems to foster Hong Kong’s fashion creative recognitions.

#FashionFarmFoundation #HKFGAW24