Building credibility of Hong Kong fashion designers through profiling

FASHION FARM FOUNDATION
Challenges

Promote local designers internationally

Fashion Farm Foundation (FFF) is a non-profit organisation established in 2012, founded by a group of enthusiastic fashion entrepreneurs and fashion educators in Hong Kong. In 2013, FFF launched HKFG Paris (formerly known as Fashion Guerilla), the international fashion project that is committed to providing opportunities for young talent in Hong Kong as well as promoting the local fashion industry by bringing Hong Kong labels to Paris Fashion Week to showcase their talent and creativity to international fashion buyers and media. The key challenge for HKFG was to maximise event exposure while putting a spotlight on Hong Kong designers that participated in Paris Fashion Week SS20, challenging the norm of only bigger players getting high profile publicity.

Approach

Strategy Raised the profile of Hong Kong designers by creating storylines for each participant participating in Paris SS20. 

Narrative Discussed the difficulties for Hong Kong fashion labels that run business in the local market, and highlighted the importance of overseas opportunities to aid their brand development.

Localise Leveraged the globally well-known fashion event, Paris Fashion Week, to reinforce the image of Hong Kong designers that are up to international standard, to arouse public’s interest to learn the brand story further.

Engage Invited media to attend the cocktail reception hosted by FFF and arranged media to do a photo journal as a fashion showcase. 

Thought Leadership Secured in-depth interview opportunities prior to and after Paris SS20 with 8 designers to promote their brand story in order to raise Hong Kong audience’s public awareness on local designers.

 

Outcomes
3
TV interviews for HK designers
44
stories generated in fashion, lifestyle and business section
+8.3 million
locally and internationally
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