Show and tell
Who are your favorite designers?
My favorite brand is Ann Demeulemeester. Most of her work is influenced by gothic, punk and cult styles. In the early days, her design focused on layers, draping, styling, patterns and fabrics with a consistent gothic style. After the French designer Sébastien Meunier took over the brand, he kept the design element of the previous collections and created some beautiful work. He focused on color, fabric combinations and cutting – for example, black and white, lace and modern design details. What's more, I admire Ann Demeulemeester for its strong brand image and styling, which is poetic and elegant on both menswear and womenswear. Its designs are flowy and feature draping with modern cutting. I'm impressed by their anti-fashion design – and that a collection created 20 years ago can still look fresh now.
Where do you position Hong Kong design on the international scene?
Hong Kong design is getting noticed on the international scene at competitions and Fashion Weeks. Yet, the Hong Kong industry has limited fashion social intercourse or a platform to showcase our work, so it's difficult to get recognised. What's more, support is vital to designers. I think Hongkongers should give more support for autochthonous design to assist and facilitate the exposure of our designers on the international scene.
What sort of customer are you targeting?
I'm targeting men and women who enjoy wearing dark and moody styles of clothing, and who admire delicate craftsmanship details. The target age is around 25 to 50 years old. They may show interest in art, with an urban and contemporary lifestyle. Their psychographics should be creative and independent, and they're quick to reject fast-fashion.
