TWO YEARS AGO, local fashion designer Cheung Mei-yi went to Beijing with just six of her own designs. She had almost no idea about the fashion industry on the mainland, but wanted to try her luck.
After plenty of hard work, and several trade fairs, Cheung will open her own shops in Beijing and Shanghai this autumn, and plans to set up in Fuzhou and Harbin next year.
Cheung says her 16 years in design and sourcing for foreign brands helped her catch the eye of mainland investors, who view Hong Kong designers as essential to the development of China's fashion industry. Cheung met many of the investors at Style Hong Kong, an event sponsored by the Hong Kong Trade Development Council that helps promote local designers on the mainland. It also creates a platform for Hong Kong companies to show their latest collections to mainland buyers and link them with potential investors and franchisees.
Cheung is one of the second generation of local designers who trained at Hong Kong's Polytechnic University. Many went on to work for Europe-based brands in the late 1980s, when Hong Kong was developing as a garment-making centre.
But whereas many Hong Kong designers focused on evening gowns for the mainland market, Cheung and her peers are charting new territory by creating ranges of casual wear. Their lines are often innovative and fresh. Cheung says her investors have been pleased with the results.
'I didn't expect them to be so open-minded,' she says. They're familiar with Hong Kong brands such as Giordano's casual wear and Moiselle's more elegant range. 'But they need daywear that's easy to mix and match.'
Cheung says her demanding work for foreign brands has been crucial to her success. 'A lot of foreign designers just draw and sketch,' she says. 'Hong Kong designers were asked to offer the entire package - from design and sourcing to manufacturing. Having worked for European brands meant we were ahead of trends in China. There's always a time gap between what hits Europe and the mainland.'