Fair gives fashionistas a head start in life

PUBLISHED : Tuesday, 28 September, 2010, 12:00am
UPDATED : Tuesday, 28 September, 2010, 12:00am

Asia's most international fashion event, Fashion Access, starts today at the Hong Kong Convention and Exhibition Centre, and it promises to deliver head-to-toe trend intelligence to all attendees.

Running until Thursday, Fashion Access will bring together buyers from around the world looking to take advantage of the broad range of high-quality, fashionable accessories at sensible prices.

Exhibitors will be using the show as the ideal platform to not only show off their wares but to network, build their brands, expand their horizons and learn from industry leaders and experts at the Fashion Access Forum, which will run for two hours tomorrow afternoon.

Fashion Access runs twice a year in Hong Kong, with this event as the ideal place for exhibitors to show their spring/summer 2011 collections.

'This show is quite special because trends for both materials and finished products will be exhibited,' says Perrine Ardouin, event director of APLF, organiser of the event. 'Fashion Access is so named because we focus on accessories such as handbags, footwear, belts, travelware and other fashion and lifestyle accessories.'

The fair has been brought forward by one week so that it fits perfectly with the ending of most fairs in Paris and Milan, and it is just before the Chinese 'Golden Week'.

'We expect the new schedule to accommodate more buyers at a very crucial time of year,' Ardouin says.

Highlights at the fair include the Fashion Trends Space, which will give a taste of the season's must-haves in shoes, bags and all fashion products, featuring the best picks from exhibitors' collections.

Fashion Avenue will highlight offerings from the industry's most forward-thinking designers through to manufacturers of trendy, high-quality footwear, bags, accessories and more.

APLF has worked with the French Committee of Colour to present four themes at the fair.

Firstly, New Urbanity is smart, elegant but casual style, refreshed and softened by romantic inspirations.

New Romanticism is a hymn to fantasy, a playful style infused with modern romanticism.

The third trend is New Luxury, which draws on precious nature as its theme, combining luxury and simplicity, daring and voluptuousness. Finally, New Exoticism teams up with technology, eccentricity and sophistication for a sporty spirit of unconventional exuberance.

'Our aim is to provide buyers with the widest range of products possible, not only from Hong Kong but from all over the world. It's what they want, so we are eager to develop the number of products, not just in terms of what they are but also in pricing,' Ardouin says. Regular exhibitors at Fashion Access have found that the fair has enabled them to not only develop what they produce for international brands, but also develop their own brands and move from original equipment manufacturer status to original design manufacturer.

Fashion Access will also feature The Best of APLF Awards, a pioneering competition for exhibitors. 'Our idea was to invite fashion experts to select what they think are the best products in various fields such as innovation, quality and marketability,' Ardouin explains. 'The competition can give exhibitors greater exposure in the industry.'

Fashion Access Forum 2010 is designed to help manufacturers and buyers stay on top of key issues in a fast-changing and competitive industry.

Topics that will be explored include sustainable fashion and business opportunities for footwear on the mainland.

Reiner Hengstmann, PUMA's global director of its SAFE supply chain, will be among the speakers.

Throughout the show there will be daily fashion presentations featuring models highlighting exhibitors' products.

In all, Fashion Access will bring a complete package to buyers and exhibitors, offering them the perfect chance to grow their business in the sectors of head-to-toe fashion.