CENTRESTAGE 2020 marks the fifth iteration of one of Asia’s premier fashion events. For the first time, the annual spectacle is taking place online, integrating imagination with technology to offer a digital experience and open up new possibilities for the industry.
The theme, ‘A World of Phygital’, highlights the creative combination of physical and digital elements in a fashion event that responds to prevailing circumstances. Free of spatial and temporal constraints, the new format enables buyers and fashionistas to view the latest designs anytime, anywhere while helping designers gain broader exposure and foster connections.
A total of 240 international designer labels and fashion brands are showcased. In the spotlight is a series of six virtual runway shows to be premiered to a worldwide audience. Designers’ latest collections are featured on an interactive digital platform jointly developed by the Hong Kong Trade Development Council and our digital content partner Vogue Hong Kong.
Our thanks also go to Create Hong Kong (CreateHK) of the Government of the Hong Kong Special Administrative Region, for its continued support to the local fashion community.
I hope CENTRESTAGE 2020 will offer a new experience that excites both established and emerging fashion designers as well as brings fresh perspectives to the industry as a whole.
A new world is, naturally, defined by new boundaries. Phygital is at the forefront of it all. The term represents the hybrid of a physical and digital experience, and the way of life going forward. Fashion, which has long encapsulated the best of creativity, emotional resonance and passion, is also entering this Phygital era.
CENTRESTAGE, which has been supporting both Hong Kong’s and international amazing creatives in the fashion industry, is proud to be on this journey by presenting A World of Phygital - putting our designers at the forefront of this experience. Watching a new generation of designers exploring sense and sensibility in this Phygital age creates a reality with a utopian vision. Those who dare to dream are able to create and shape their reality!
Vogue Hong Kong is proud to be part of the conversation and connection with our fashion community. The world may be filled with uncertainties, but the spirit of creativity and passion will triumph against all odds. Let us make the brave new world, a better world!
London College of Fashion graduate Bettie Jiang designed for the British label Alexander McQueen before taking on her namesake brand, with the hope that everyone can get to know the characters of the designer simply by the brand name. She combines her experience in bespoke British tailoring and attention to artisanship with patchwork prints and a focus on sustainability.
Different brands have been using various methods to promote their products on social media platforms, through means such as virtual conferences or collaborating with influencers. Direct digital marketing is slowly replacing the traditional bricks-and-mortar format, and big data is helping retailers to fully grasp consumer preferences. Although digitalisation brings convenience to both consumers and brands, it adds burden to the planet in terms of increased packaging.
From my personal experience, it is now possible to establish a brand without having a physical store, but an online store and social media accounts are a must. Digital marketing is extremely competitive and is going to be a very important factor in dominating the market. We are also “phygitalising” Bettie, from the start of the design process to storing information digitally about each customer's size and preferences as reference for our future designs. It also allows us to interact with our customers better. Digitalisation helps designers overcome time constraints, with shoppers able to browse products online and reach our customer service anytime through live chats to get a better understanding of our products and the philosophy of the brand.
My designs are haute couture-based, with a focus on quality craftsmanship and a strong sense of lines emphasised by asymmetrical geometric cuts. We combine traditional tailoring with individuality and add hand-painted prints in our designs. The whole design process sticks to the principle of environmental friendliness and sustainable fashion.
Both UAL and Alexander McQueen have influenced me tremendously. UAL taught me innovation and ways to express my ideas artistically while Alexander McQueen taught me how to bring art into everyday life. British tailoring creates a structure for the garment, while prints create details. Only a combination of the two can complete a full Bettie piece.
Our menswear is mainly bespoke tailoring. I enjoy when my clients can also be part of the design and production process, as if they are on their own journey of a bespoke experience. Womenswear is mainly high-end tailoring, with the hope that women nowadays can express their individuality through the way they dress. As a female designer, I design for men from a woman's perspective, with details representing the sentimental and delicate side of men. At the same time, women's clothing features strong structures and lines that represent the power of a woman, so to me menswear and womenswear are somehow connected.
Our future plans include expanding our business to the United Kingdom, developing retail collections, collaborating with different brands across different sectors, and promoting sustainability.