Due to Fashion Farm Foundation's (FFF) efforts, the presence of China-based designers is on the rise in Europe. This Spring/Summer 2020 season was no exception. Once again FFF thrust new Hong Kong-based designer talents and their creativity into the Parisian spotlight.
The non-profit association was founded in 2012 by a group of enthusiastic fashion entrepreneurs in Hong Kong. It has been promoting Chinese fashion labels during Paris Fashion Week since its inception, by serving as a gateway between young designers and the greater international fashion industry.
For the eighth consecutive season, the FFF promoted eight young brands from Hong Kong through a one-day showroom event in the heart of the trendy Oberkampf area. This time around, the selection of cherry-picked independent designer brands included Anaïs Jourden, Christian Stone, Cynthia & Xiao, FromClothingOf, Green by Room 220, Ka Wa Key, Redemptive, and YLYStudio.
The FFF, in close collaboration with the Government of Hong Kong, has supported young designer brands in their quest to establish themselves within the industry. Millennial favorites, such as CAR|2IE, Ffixxed Studios, KSun=Sen, The World Is Your Oyster, and Yeung Chin are a testament to FFF's success. Their career trajectories are proof of FFF's commitment in propelling young talents onto the European stage.
According to the foundation's chair Edith Law, FFF has a strict selection criteria, in order to guarantee the quality – and hopefully the longevity – of the selected businesses. "The brands that we decide to showcase in Paris have all proven themselves before," she explained. "They've been on the market for three to four seasons already; they already have stockists and they have had first press publications and editorials in magazines."
FFF's runway show and the seasonal showroom presentation are calendar fixtures during Paris Fashion Week. The project originally debuted in 2013 under the initials HKFG (formerly known as Fashion Guerrilla) and is sponsored by CreateHK, a governmental agency set up under the Commerce and Economic Development Bureau, whose main purpose is investing, co-ordinating, and promoting the development of creative industries in Hong Kong. But Hong Kong and Paris are not the only strategic targets. "We are currently working on the second edition of our collaborations with the Arab Fashion Week in Dubai," Law revealed. "This is an opportunity for us to grow even further."