Five online fashion presentations launching in May will allow Hongkongers to support local fashion labels at home.
Since the launch of the first FFFRIDAY campaign in 2015, Fashion Farm Foundation (FFF) has been advocating Hong Kong’s fashion industry and annually providing a platform for the city’s fashion talents to showcase their designs and creative ideas. Supported and funded by Create Hong Kong, this year’s “very FFF” edition of FFFRIDAY will integrate both online and offline activations for the first time. The new format will allow the public to support the local fashion industry during this ‘stay at home’ period.
Inspired by clothing outlet stores in the ’70s and ’80s in Hong Kong, this year’s “very FFF” edition of FFFriday will bring back memories of the well-known local shopping culture from this time. From 15 May until 24 May, FFFriday will hold a series of fashion events that will highlight 20 Hong Kong fashion labels including Feaston, KA WA KEY, SUN=SEN, and Yeung Chin.
The two-week campaign, which will include a FFFRIDAY Pop-up Store (also available online), FFFRIDAY Presentation, and FFFRIDAY Gig, will showcase the variety and excellence of the Hong Kong fashion industry to the local community.
“FFFRIDAY strives to promote Hong Kong fashion and encourage the community to support local fashion designs. Although effective, celebrity endorsement is not the only way to promote a fashion label, and due to the current epidemic, it is even more important that we find different ways to help Hong Kong designers shine. That’s why we’re so excited that this year the public can support local fashion talents offline and online – they can enjoy the FFFRIDAY Pop-up Store, FFFRIDAY Presentation, and FFFRIDAY Gig all from home,” says Edith Law, Chairlady of Fashion Farm Foundation.
Visualizing the creative direction of FFFriday this year is On-ying Lai, co-founder of Hong Kong fashion brand YAT PIT and the Creative Director of FFFRIDAY. Incorporating Cantonese slang and folk-wisdom into the key visual design, such as “FFF% off” (大減價) and “End of Rental”(租約期滿), she aims to imitate the familiar shopping culture of the ’70s and ’80s and remind local consumers to pay more attention to Hong Kong fashion instead of only following foreign fashion trends.
The FFFRIDAY Pop-up Store will showcase 20 local fashion labels including Cynthia & Xiao, Sherilyn, POMCH, and Ning Si Bu Qu (NSBQ). Offering the public an integrated online-to-offline (O2O) shopping experience, the pop-up store will be open for business in Lai Chi Kok during the weekend of 15-18 May and in Sham Shui Po during the weekend of 21-24 May.
To maximize visibility, FFFRIDAY will shake up the traditional fashion presentation format by moving it online. 5 local fashion labels, including Feaston, KA WA KEY, Ponder.er, SFZ & SON and YMDH, will present their collections through video format. FFFRIDAY Fashion Presentation will launch online 15 May at 12 pm on the official website of FFFRIDAY (http://www.fffriday.online/).
For more information, please visit FFF Facebook: @fashionfarmfoundation ; FFF Instagram ID: @fashionfarmfoundation; FFFRIDAY website: www.fffriday.online
FFFRIDAY Instagram ID: @fffriday_officialFFFRIDAY website: www.fffriday.online
FFFRIDAY Instagram ID: @fffriday_official
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