Modem has always supported new creative talents and the institutions and Associations that support and promote them. One of these organizations is Fashion Farm Foundation (FFF), a Hong Kong based non-profit organization established in 2012 by a group of enthusiastic entrepreneurs and fashion educators.
We interviewed Mayao Ma and Edith Law, founders of FFF and its initiatives including the most recent HKFG event in Paris to understand the development and projects of Fashion Farm Foundation from its beginning to the present.
• What inspired you to create Fashion Farm Foundation?
EDITH LAW: I had been working in the fashion industry for more than ten years before I founded FFF. I know how difficult it was to establish your own brand in Hong Kong, therefore I would like to utilize the resources I had to help them explore the possibilities. Hong Kong’s market is relatively small, I would like to bring local designers to overseas fashion week to increase their exposure and the opportunities to collaborate with different parties from all over the world. Fashion “Farm” Foundation is a farm to provide farmers i.e. Hong Kong fashion designers to cultivate the fashion culture.
• What are the goals of the Fashion Farm Foundation today?
MAYAO MA: I hope FFF will be able to continue to showcase Hong Kong’s creativity and fashion identity through multiple activations and bring the community together to celebrate the talents of Hong Kong-based fashion designers. Furthermore, our goal is that local fashion designers join hands to strengthen the identity of Hong Kong fashion locally and internationally.
• When was your desire to create an event like HKFG born? And why?
EDITH LAW: FFF has been preparing for the international fashion project HKFG (formerly known as Fashion Guerilla) since 2013. Committed to providing opportunities for young professionals in Hong Kong as well as promoting the local fashion industry, HKFG leads eight Hong Kong labels to Paris Fashion Week each season, showcasing the talent and creativity of local fashion designers to international fashion buyers and media. It's every fashion designer’s dream to be take part in Paris Fashion Week. Hong Kong designers can of course always showcase in showrooms or tradeshows in Paris on their own, but it’s never easy to be part of the Paris Fashion Week official calendar. HKFG has been acting as a bridge for Hong Kong designers to enter the international fashion world. We are fortunate to have the support from CreateHK so that our designers can go further and further.
• Retrospective about the last seasons of HKFG and which updates the evolution of the brands that participated.
EDITH LAW: HKFG AW23 is presenting latest Autumn and Winter collections in Paris Fashion Week from eight Hong Kong brands ARTO., CHRISTIAN STONE, DEMO, KYLE HO, PABEPABE, VANN, YAT PIT and YEUNG CHIN. DEMO, PABEPABE and YAT PIT had their solo presentations on 28th February to demonstrate their latest collections. Brands are presented with growing creativity and wider vision. They have been working very hard on designs, presentations and marketing which make them more and more attractive in the international stage.
• Highlights and put the focus on the most recognized 2/3 brands and that explains what it meant for them to be selected by FFF and participate in an HKFG event.
MAYAO MA: Yat Pit. Through exploring the idea of scented clothing, YAT PIT developed the idea to create a tea dyeing technique with their first item; tea-shirt which is the life of this entire collection. Just like sipping a cup of tea, people take a moment to slow down their thoughts and really make time to connect with the present moment. As the research journey went deeper into the world of tea, naturally, inspirations of Taoism and Buddhism helped YAT PIT to refine their message with this collection. The mystical symbols in Taoism connect the idea of heaven, man and earth as one. Then the gentle Buddhist teachings, YAT PIT is able to bring this inspiring experience to their audience. As a brand that rooted in oriental culture, it means a lot to be able to be a part of PFW and expose themselves to a culture that is totally different.
EDITH LAW: For me, I like PABEPABE. Its AW23 collection “Sound Practice”, PABEPABE develops some totally new instruments (bags) and tries to complete songs by them. The process of practising (voice testing, music making etc.) will be recorded and presented as a main part of the development, no need to be perfectly performed but try to express the importance of “stepping ahead” and “repetitive practising”. Their creativity has surprised us and we hope there is an opportunity for fashion lovers from all over the world to feel the fun PABEPABE brings to us.
Board of Directors of Fashion Farm Foundation
- Chairman: MAYAO MA
- Directors: EDITH LAW - LEO CHAN - RAYMOND AU - VANESSA LAM
