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

Methodology

A graduate from the prestigious Art Center College of Design in California, and with a master's degree in Fashion Design from Nottingham Trent University, Hong Kong designer Glori Tsui founded the apparel and accessories brand Methodology in 2012. Encouraging customers to mix and match freely with accessories made from upcycled leather, the brand strives to promote sustainable fashion.

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

    I think this is an inevitable trend. I feel that the fashion industry had been slow in this regard in the past, but, now, because of the pandemic, the process of digitalisation is speeding up. I think that's the way to go. I feel that physical stores have to switch the focus from just a point of sales to interactions and creating experiences, as a way to build their brand images, and also as a place to communicate with customers and create a community, while most of the business will be done online.

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

    Personally, I think small brands may struggle to refine the offline shopping experience, so I would suggest that they try to collaborate with others. I don't mean necessarily working with fashion-related products or stores, but working with galleries, or aromatherapy and wellness brands on your store design instead. It is a way to establish your label as a lifestyle brand and create unique experiences to attract customers.

  • How would you describe the style of your brand?

    An office lady with a rebellious girly twist. Romanticism is one of the elements of my brand, expressed through design elements such as bows. At the same time, our designs are everyday items that are easy to mix and match. 

  • What is the meaning behind the name of the brand?

    Our philosophy is to create pieces that can be worn in different ways. Whether they're reversible or adjustable clothing or handbags, they can be worn multiple times without being noticed. We also make accessories with upcycled leather to reduce waste. The name of my brand Methodology stems from the belief that everyone has their own unique aesthetic and style.

  • You’ve worked for the kidswear department of Disneyland in the USA as well as the British brand Paul Smith. How have both experiences influenced and inspired you?

    The pieces I had designed for both of them were indeed very practical, and most can be worn as casual wear. At the beginning, I had a lot of ideas but then I learnt from the marketing team that some designs were unrealistic—almost nine out of ten designs might have been rejected—and I realised that no matter how good an idea is, it has to be user-friendly and down-to-earth after all.

  • What are your plans for the future?

    I would like to collaborate with brands in different fields to create interesting products, and at the same time build a small community of people who have similar interests and lifestyles. We can share the same kind of energy and do some projects together. The customer base does not have to be really big. Instead, we should focus on our own target markets.