A vibrant promotional campaign for Hong Kong’s fashion designers has finished on a high note, bringing a burst of the city’s creativity to the heart of Paris.
Held during Men’s Fashion Week from 24 to 28 June, the Fashion Hong Kong campaign featured a showroom display complemented by activities designed to promote networking, business discussions and media attention, while highlighting a fresh, confident design voice and reinforcing the city’s growing profile on the international fashion scene.
Fashion Hong Kong is an initiative organised by the Hong Kong Trade Development Council (HKTDC) to help local brands connect with global buyers and industry players, expand into Chinese Mainland and overseas markets, and strengthen their international presence.
Eight brands took part in the promotion, showcasing apparel and accessories from their Spring/Summer 2027 collections to buyers, members of the media and industry professionals from Europe and around the world.
The four participating apparel designers were headlined by fashion brand MARCCH’s lead designer Louis Chow, who presented menswear pieces from the SS27 collection “Decay”. Featuring graphic motifs printed onto fabric using a silkscreen process, the collection is inspired by images of daily newspapers. Other brands taking part included Bettie Haute Couture which presented womenswear, alongside menswear label Harrison Wong and PLOTZ.
Meanwhile, accessory brand Matter Matters displayed pieces from its Mixed Feelings collection – a series of structured leather handbags which feature graphic icons such as hearts, hands and dollar signs, each reflecting the owner’s personality. The collection is accompanied by a media campaign that pairs deadpan editorial photography with witty one-liner copy, positioning each bag not as a product but as a personality.
Jewellery designers Kinks Lab and SWEETLIMEJUICE, together with bag brand PabePabe completed the lineup of designers on show.
In an innovative twist, air cargo operator Hong Kong Air Cargo Terminals Limited (Hactl) acted as strategic partner for the campaign and presented the company’s latest series of uniforms for frontline workers designed by PLOTZ, marking the first redesign in over two decades. Designer Singchin Lo drew on staff feedback and real-world testing to create garments that balance comfort, safety and performance. Echoing the company’s commitment to sustainability in aviation, the uniforms incorporate recycled materials – such as fibres made from plastic bottles – and feature breathable, moisture-wicking, anti-static and reflective properties to help cargo workers across a variety of work settings.
Amid global trends emphasising speed, connectivity and sustainability in the fashion industry, the collaboration reflects the strong support of Hong Kong enterprises in helping emerging design talent go global and capture international opportunities.
Highlighting this cross-sector blend of creativity and connectivity, HKTDC Regional Director for Europe, Central Asia & Israel Chris Lo said: “By partnering with Hactl, we are not only showcasing our designers’ talent but also demonstrating how Hong Kong’s logistics excellence and sustainability leadership can support the global fashion industry in new and meaningful ways.”
Launched in 2015, Fashion Hong Kong helps Hong Kong designers participate in major fashion events. Past campaigns have been held in New York, London, Paris, Copenhagen, Tokyo, Seoul and Shanghai.