This year’s “very FFF” edition of FFFRIDAY 2020 by Fashion Farm Foundation (FFF) 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. The show is supported and funded by Create Hong Kong.
The theme for this year’s showcase will reminisce the clothing outlet stores in the 70’s and 80’s in Hong Kong, which will bring back memories of the well-known local shopping culture from this time. FFFriday will be holding series of fashion events from 15th May until 24th May. It is expected that 20 Hong Kong fashion labels will be highlighted 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.
Visualising 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 70’s and 80’s and remind local consumers to pay more attention to Hong Kong fashion instead of only following foreign fashion trends.
Hong Kong fashion and music collaborate for FFFRIDAY Gig
Showcasing the collaboration of Hong Kong fashion and local street music, FFFRIDAY Gig will take place on 24 May at 9pm on the official online platform of FFFRIDAY (http://www.fffriday.online/) and on an individual online music platform in Hong Kong. Seven local music artists will wear Hong Kong fashion designs during the performance to highlight the exceptional talents and collaborative nature of the creative industries in Hong Kong. The performing talents are rapper MC Yan, Subez Yeti, JB, Fotan Laiki, DJ Kelvin T and Magic Ramen and the Reggae Musician Mouse FX.
Setting a new trend: “FRIDAY DRESS HONG KONG”
To set off the trend of “FRIDAY DRESS HONG KONG”, FFF invited six local icons to dress in Hong Kong fashion designs and participate in the campaign photoshoot. (from left to right: MC Yan, My Little Airport and Fotan Laiki)
To further raise awareness for the Hong Kong fashion industry, FFF invited six local trendsetters to be ambassadors for FFFRIDAY Muse. They include MC Yan, the indie music group My Little Airport; Lau Jan, a member of a noise music band; rappers Fotan Laiki and JB and well-known male model Leung Pak-ting. Directed by Joyce Ng, the campaign photoshoot is themed with local slang that has the same pronunciation of “Fat” in Cantonese (implying the sound of FFF) and demonstrates Cantonese culture through this one-of-a-kind visual language.
Furthermore, photographer Harry Chan captured 15 designers wearing their own designs in their daily life as part of the “FRIDAY DRESS HONG KONG” movement. The photo collection reveals how Hong Kong designers express their personalities through their own designs.
You can check out the schedule for FFFRIDAY event at the bottom. If you need more information, head over to https://www.fffriday.org/.
FFFRIDAY Pop-up Store
Location, Date & Time:
G/F, 822 Lai Chi Kok Road, Lai Chi Kok, 15 – 18 May (Friday to Monday), Time: 12:00 – 20:00
Parallel Space, G/F, 202 Tai Nan Street, Sham Shui Po, 21 – 24 May (Thursday to Sunday), Time: 13:00 – 20:00
ANAÏS JOURDEN, ARTHUR FAN DESIGNER SCARFS, ATELIER PHYL, CYNTHIA & XIAO, FEASTON, KA WA KEY, LOOM LOOP, NERCO POON, NICI HARMONIC, NING SI BU QU (NSBQ), PHENOTYPSETTER, POMCH, PONDER.ER, SFZ & SON, SHERILYN, SUN=SEN, WHY, YEUNG CHIN, YMDH, ZOEE
FFRIDAY Fashion Presentation
|Date:||15 May (Friday)|
|Brands Participated:||FEASTON, KA WA KEY, PONDER.ER, SFZ & SON, YMDH|
|Date:||25 May (Sunday)|
|Guests:||MC Yan (Rapper), Subez Yeti (DJ), JB (Rapper), Fotan Laiki (Rapper), Kelvin T (DJ), Mouse FX (Reggae Musician) and Magic Ramen (DJ)|