There was glee around the colourful Langham Place store of Monki, a Swedish fashion brand for creative women, all day on Wednesday. In the week leading up to the shop's grand opening that night, revellers were given Monki toys as part of a campaign that colonised Facebook and hit the streets of Mong Kok, Tsim Sha Tsui and Causeway Bay. 'We like to think of our Monkis - [in the form of] plush toys and as graphic elements all over the store - as secret best friends,' Caroline Bjorkholm (pictured, left), global brand manager, said. 'And our stores as the gateways to Monki World. 'We offer affordable fashion, yes, but it's our Monki universe and spirit that makes us unique. We really go our own way; you have to keep an open and creative mind to follow.' Less difficult to follow was the chance to do some free, late-night shopping. As 7pm approached, the store's entrance was jam-packed with young women hoping to be the first 200 through the door, to receive HK$100 to spend on the funky, mix-and-match pieces including knits, button-downs, oversized tees and jackets in faux fur and wool. Yvonne Da Silva (right), the brand's design head, told how to put outfits together. 'Fashion is playful and fun; there are no rights or wrongs, dos and don'ts. You can take the same piece and style it up sleek, or go soft and casual.' Later, the Monki Girls - 20 local brand ambassadors chosen through Facebook - joined in the fun as guests shopped to the sounds of DJ Miss Yellow, and partied to DJ Wendy Wenn at the mall's level-four event space.