This year’s “very FFF” edition of FFFRIDAY officially launched today with the opening of the FFFriday Pop-up. Showcasing 20 local Hong Kong fashion labels, the pop-up store is now open for business in Lai Chi Kok today until 18 May and in Sham Shui Po from 21-24 May. The pop-up store is also available online to the public throughout the two-week campaign.
Since the launch of the first FFFRIDAY campaign in 2015, Fashion Farm Foundation (FFF) has been advocating Hong Kong’s fashion industry and setting the trend of “FRIDAY DRESS HONG KONG.” Supported and funded by Create Hong Kong, this year’s “very FFF” edition of FFFriday has integrated both online and offline activations for the first time. With a mission to unite Hong Kong fashion designers, the two-week campaign includes a FFFRIDAY Pop-up, FFFRIDAY Presentation and FFFRIDAY Gig to showcase the variety and excellence of the Hong Kong fashion industry to the local community.
20 local fashion labels present their collections at the FFFriday Pop-up
Inspired by Hong Kong clothing outlet stores from the 70’s and 80’s, FFFriday Pop-up is decorated with a large and eye-catching fake advertisement that incorporates Cantonese slang and folk-wisdom to imitate the shopping culture during this time. The pop-up store allows the public to support the local fashion industry and serves as a showroom for the designers to present their collections.
On-ying Lai, co-founder of Hong Kong fashion brand YAT PIT and the Creative Director of FFFRIDAY says, “With a theme inspired by clothing outlet stores from the 70’s and 80’s in Hong Kong, this year’s ‘very FFF’ edition of FFFriday is designed to allow the public to discover hidden gems in the local fashion industry. We hope our campaign will encourage consumers to pay more attention to local fashion labels instead of only following international trends.”
Showcasing 20 local fashion labels, namely CYNTHIA & XIAO, NERCO POON, PHENOTYPSETTER, SHERYLIN, SUN=SEN, WHY, YEUNG CHIN, ZOEE and NSBQ,FFFriday Pop-up is now open for business in Lai Chi Kok until 18 May and in Sham Shui Po from 21-24 May. The public can also support Hong Kong fashion designers anytime by visiting the official FFFriday website.
First-ever FFFriday Presentation goes digital
Supporting up and coming local fashion labels during the stay-home period, FFFriday introduces a special edition of FFFriday Presentation in a digital format to allow designers to showcase their latest collections to a wider audience. The presentation videos of 5 brands, namely Feaston, KA WA KEY, PONDER.ER, SFZ & SON and YMDH, are now available at the official website of FFFriday.
When fashion meets music: A burst of synergy
Taking place on 24 May at 9pm on the official online platform of FFFRIDAY (http://www.fffriday.online/), FFFRIDAY Gig demonstrates the cross-disciplinary collaboration of Hong Kong fashion and street music. Seven local music artists, including rapper MC Yan, JB, Fotan Laiki, DJ Subez Yeti, Kelvin T, Magic Ramen and the Reggae Musician Mouse FX will wear Hong Kong fashion designs during their performance to demonstrate the artistic synergy between creative industries in Hong Kong. This energetic performance will mark the end of FFFriday 2020.