Fashion Farm Foundation Led Hong Kong Talents to Paris Fashion Week Again PONDER.ER and THE WORLD IS YOUR OYSTER Celebrate AW21 Fashion Trend Phygitally
The Paris Fashion Week has officially started on Monday. Fashion Farm Foundation (FFF) is presenting the Autumn/Winter 2021 collections of PONDER.ER and THE WORLD IS YOUR OYSTER at HKFG Edition, an international fashion program under the auspices of CreateHK. During the fashion week, two Hong Kong labels unleashed their latest collection digitally and physically, undertaking the extraordinary presentation method of the last season.
Virtuality and Reality Merges as HK Fashion Power
On the second day of Paris Fashion Week (2nd Mar), FFF has premiered two individual fashion presentation videos online for PONDER.ER and THE WORLD IS YOUR OYSTER. Most of the media and buyers cannot travel abroad to participate in the fashion week this season. However, the digital presentations allow them and the public to enjoy the new designs of the two brands and to feel the power of Hong Kong fashion through the Internet. In parallel, FFF has debuted their AW21 collections and showcased the pieces via a screening event in Galerie Joseph, Paris from 2nd March to 3rd March, offering fashion professionals, press and influencers a first-hand experience of the brands’ latest collections.
PONDER.ER Redefines Western Cowboys by Materials and Prints
As the next chapter of the brand’s SS21 concept video, the new video Where A Man Belongs continues to explore the identities of modern cowboys in a contemporary context. Textures and prints are once again the focus of the collection, often used in conjunction with one another to produce a strong graphic effect. By matching and transforming a variety of new materials, such as faux leather, wool and newly developed fringed and lace knitwear structures have additionally added vulnerability to the looks.
PONDER.ER’s AW21 digital presentation follows a group of modern cowboys and cowgirls taking a break from the Wild West and their restricted uniforms. While having a love for the nostalgic elements of the western-style, the audience can look into how they spend their leisure time and how they interpret their own styles and diversified identities while staying in touch with their old selves.
THE WORLD IS YOUR OYSTER Takes You to Enjoy the Home Again
THE WORLD IS YOUR OYSTER once again made its debut at Paris Fashion Week through a digital fashion presentation this season. The brand’s AW 21 collection is based on the concept of “Home”, deliberately inspired by home design and their family stories. The designer duo applied the ideas of furniture, the sofa chair surface, the pattern of tile and more to the new designs. To resemble the atmosphere of “home”, neutral colours of navy, khaki and black are invigorated by brighter tones, such as lemon chiffon, sky blue, antique brass, and quill grey to create cosiness.
The brand’s digital presentation video Castle Peak Heights was taken in Dragon Garden, a graded historical site in Hong Kong. The site integrates architectural features of both Eastern and Western, showing a place that is full of multiculturalism – like our home. The models in the film are like each other’s family, wearing the AW21 collection of THE WORLD IS YOUR OYSTER, and shuttle in the home.
Production: Fashionview @fashionview.eu