Denim store doesn't need cat-like models to make its jeans look good

PUBLISHED : Thursday, 17 March, 2011, 12:00am
UPDATED : Thursday, 17 March, 2011, 12:00am

The models opening Italian denim-wear house Sixty Group's fashion presentation at its Kingston Street flagship store on Tuesday weren't the stick-thin girls you usually see.

Walking on in a much less cat-like manner were 'real-people' - family and friends of store workers, including two children - all in white T-shirts and the brand's latest jeans.

'I think the idea's brilliant,' said Guido Pullini, the group's vice-president for sales and marketing.

'We usually think fashion is for the high society, but we want everyone to be able to find something in the collection,' Pullini added.

The guests of honour, Canto-pop stars Ella Koon Yan-na, William Chan Wai-ting (pictured left with Pullini) and TVB actor Bosco Wong Chung-chak, found plenty of inspiration for their seasonal wardrobe revamp.

'I totally know what to buy now,' Koon said after the show.

The full house was encouraging for Pullini as Sixty Group seeks to expand in the mainland market.

'We are looking to triple the number of shops in China in the next two years,' said Pullini, who has even sent his daughter to Shanghai to study Putonghua.

The event also launched the group's Art in Jeans project in Hong Kong, which features six denim-related art works from brand co-founder Wicky Hassan's personal collection as well as five pieces created by young local artists. The in-store exhibition is on until March 28.