Many online shopping sites are trying to create a buzz in Hong Kong. Farfetch.com is one that has been offering collections by up-and-coming and independent designer brands from across the globe. Founder and chief executive Jose Neves flew into town last Thursday to host a preview of its 2012 spring-summer collections at The Space in Sheung Wan. Neves, who had not been here for 12 years, said Hong Kong was known for its sophisticated shoppers. 'They buy brands we love to sell,' he said. 'We curate with discerning taste. Around 90 per cent of boutiques that approach us are turned away. It's not about price point or brands, it's about unique style.' Boutiques that have collaborated with the e-store include Dante 5, owned by Japanese Vogue editor-in-chief Anna Della Russo, and designer-cum-musician Henrik Vibskov's Eponymy. Collections by both were on show at the event. Fashionistas, designers and the arty crowd who dropped in included actress Grace Huang, founder of Whitespace design consultancy Danielle Huthart and co-founder of jewellery boutique The 9th Muse Charlotte Hwang. Lucky guests went home with a Stella McCartney shoulder bag and feather and crystal headpieces handcrafted for the occasion.