During Paris Fashion Week, the Fashion Farm Foundation brought together eight Hong Kong brands for the HKFG programme. A commercial follow-up is announced in Hong Kong at the end of October.
During Paris Fashion Week, the Fashion Farm Foundation devoted a day to eight Hong Kong brands for the HKFG Spring-Summer 2027 programme: AENRMOUS, DEMO, Kinyan Lam, MATT HUI, PONDER.ER, STUDIO REDEMPTIVE, THE WORLD IS YOUR OYSTER and TIGERS TROLLING. The operation is held under the patronage of the Cultural and Creative Industries Development Agency (CCIDA) of the Government of the Hong Kong Special Administrative Region and supported by the Fédération de la Haute Couture et de la Mode.
Three brands had an individual presentation. Kinyan Lam set out its clothes in a white industrial interior, with chairs and yellow tulips, for a season placed under the sign of lightness. THE WORLD IS YOUR OYSTER built a seaside holiday house for its “Wandering Summer” collection, inspired by Bonjour tristesse, both the novel and the film. TIGERS TROLLING built at the centre of the space a greenhouse of semi-transparent industrial plastic film, lit from within, seen only as blurred silhouettes. The other five brands were shown as a showcase, among them DEMO, between stage clothing and everyday clothing, and MATT HUI, a newcomer to the programme, with “Live to the Fullest”.
HKFG, formerly Fashion Guerilla, is a programme of the Fashion Farm Foundation, a non-profit organisation created in 2012, which selects Hong Kong brands twice a year to present them to buyers and the press. The first Paris edition dates from 2013; the programme has also been to New York, Singapore, Tokyo and Shanghai. A networking event is announced in Hong Kong at the end of October, with a selection of SS27 pieces from the eight brands, sold on site.
What is established: an institutional framework in place since 2013, which puts a public structure behind independent brands. What is not: the commercial results. The press release cites guests but gives no figure for orders, buyers or points of sale, the indicators that would show whether the programme sells.
The end-of-October pop-up will be the first visible commercial indicator of the season.
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