A World of Phygital

powered by Vogue Hong Kong
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Welcome Message

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.

Margaret Fong
Executive Director | Hong Kong Trade Development Council

A Brave New World

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!

Desiree Au
Publisher | VOGUE Hong Kong

JUNW Natural

Established in 2019 by Jun Wong, JUNW Natural is a brand under MsEnvy Corporation that specialises in crafting garments with silk and all- natural fibres.

  • The fashion industry has officially welcomed the digital age. How do you feel about different brands experimenting with the phygital format?

    It is definitely an ongoing trend. The online and offline shopping experiences are more and more similar, and sometimes even converged. Personally, I still think physical stores are necessary, especially for womenswear, in showcasing brands’ identities through sensory and visual elements such as music, scent, ambience and details of the products. Of course, combining physical consumer experience with digital technologies, such as QR codes, would be the most ideal outcome. Digitalisation also allows consumers to obtain more information about a merchant before making a decision, like whether to visit the physical store or not based on the store traffic.

  • How do you think independent brands or young designers should prepare for the phygital transition in fashion?

    Phygital experience is now extremely prevalent in modern society. For example, consumers tend to do their research online before purchasing in-store. To respond to this trend, I have tried to design a user-friendly website that aligns with the concept of our physical store. Thus, I would also advise fellow designers to work on both areas simultaneously with a consistent approach when developing their own brands.

  • How would you describe the style of your brand?

    My designs can be categorised into two styles: modern smart casual & vacation outfits. The former has a trendy touch to it, while the latter depicts a playfulness that is accented with a Bohemian flair. I would describe my customer as a city girl in metropolitan dressing, switching to a more vibrant style when she travels with a different mood.

  • How did you come up with the name of your brand?

    We actually develop our brand through two lines: JUNW Natural and JUNW. ‘JUNW’ is an abbreviation of my name Jun Wong, and ‘Natural’ refers to the natural fibres we mainly use, such as silk, cotton, linen, wool and cashmere.

  • What inspired the heavy use of prints in your designs?

    Prints are our forte. Since the days at MsEnvy, our prints have been popular among our clients. Growing up, I have always been very sensitive to colours, and I believe that a beautiful and suitable print can instantly lift one’s mood.

  • As a designer/ from the perspective of the brand, how do you incorporate sustainability into your designs?

    Our journey of promoting sustainability begins with our choice of fabrics, with the use of 100% natural silk and cotton. Also, our fabrics must pass the Azo Dyes Testing to make sure that the fabrics do not contain any dyes which can be harmful to the environment and human bodies. We never mass produce our products so as to minimise pollution and production waste.