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


The fashion and lifestyle brand SUN=SEN was founded by the designer Sun Lam in 2016 with a focus on slow fashion that brings joy.

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

    The combination of the two overcome geographical constraints and restrictions posed by the pandemic. The phygital format enables designers to establish their brand images. On the downside, it eliminates the sense of touch, which is undoubtedly a critical experiential element from buyers’ perspective. After all, I would say physical stores still play an important role in the fashion industry.

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

    First, they have to recognise their own styles clearly, and make sure that their brand stories are consistent with their styles; then they should make good use of online or other platforms to introduce their brands and showcase their products. If the brands are presented appealingly, people can get to know your brands through online platforms first, and it would be easier for the brands to garner more positive attention after the pandemic.

  • What is the meaning behind the brand name?

    When I was studying abroad, my friends often confused “Sen,” which is the romanisation of my Chinese name, with “Sun”. When they were trying to pronounce my Chinese name, it sounded like both English and Cantonese. It was funny. Actually both are correct──it’s just a matter of cultural differences. A name can be written and pronounced in different ways in different cultures; it’s just like how culture can shape one’s personality and style. This is how I came up with the name “SUN=SEN”.

  • What inspired you to focus on slow fashion?

    I believe that when a person finds their own style and stays firm to it when making their purchases, many fashion items won’t go out of trend. But the reality is that many simply follow the trends and keep buying new clothes. Most of their clothes are then turned into waste. By adding details to my designs, I aim to create versatile and timeless pieces that will never become outdated. People would then love to wear these pieces again and again, instead of chasing trends and throwing away clothes.

  • Your designs are colourful and fun. Is it your personal preference or are there any underlying messages?

    I love colourful pieces with design details that allow you to mix and match. I allow my intuition and passion to guide me along my creative process in the hope that my designs can surprise the audience while spreading positivity. I once had a customer who told me that it was joyful to wear my designs──I felt that I had accomplished my goal and it was satisfying.

  • What are your plans for the future?

    Apart from our store at PMQ, we have also launched a lifestyle boutique and café in Taichung. So for now, we would like to focus on our physical and online businesses. We are also putting fashion items together with other products, hoping to create a multifaceted lifestyle brand.