[Sponsored Article] As the Coronavirus pandemic is still looming large, it is bringing a sea change to the way we live. While Hong Kong has never been in complete lockdown like some other countries, Hong Kongers are nonetheless living very differently, from what we eat to how we interact to what we buy. Due to social distancing, most people are staying home and cooking their own meals more. As we become mindful of our food, there is a growing demand for more local and organic options. The same thought process could also be applied to fashion. With social gatherings few and far between, we have less need for clothes so it is logical to choose quality over quantity. Isolation also offers a great opportunity for self introspection and self discovery, so there should be a lesser focus on trends but on individuality and things that reflect the real you. Lastly, with small local businesses going through a tough time, we should all lend our support to Hong Kong fashion designers who have worked tirelessly to carve a niche in a fiercely competitive retail market dominated by international brands and fast fashion chains, and whose works celebrate individuality, quality and Hong Kong culture. MODEMENT: Established in 2010 by award-winning fashion designer Aries Sin, MODEMENT pioneers gender-neutral, sustainable and fluid fashion. The brand adopts a zero-waste approach to creation, with all garments made in Hong Kong from natural, sustainable materials that are easy to care for. Every item is created to rise above seasonal influences to embody the expression of individuality. Fluidity, functionality and sustainability are the future of fashion as MODEMENT sees it. MODEMENT was showcased at Milan Fashion Week in 2017 and Paris Fashion Week in 2018. MODEMENT Shops ( http://modement.hk/contact/ ) Necro Poon: City explorers Trained in Hong Kong and London, Necro Poon established his namesake label in 2015, citing social movements and universal values such as liberty, independence and equality as his inspirations. He uses prints, embroidery, special cutting, processed denim and innovative technologies to create unique multi-functional items. His aesthetic is oversized, urban and modern, appealing not only to local but also international customers. He sees his customers as city explorers, and wants to empower them with critical angles as they navigate the city. While he started out as a menswear designer, the Necro Poon collection also features many unisex designs. NECRO POON Stockists ( https://www.necropoon.com/stocklist ) Bettie: Evocative bespoke After graduating from University of the Arts London, Bettie subsequently worked for the studios of Alexander McQueen and Giles Deacon, where she gained first-hand experience in bespoke British tailoring. Now based in Hong Kong, Bettie has launched her eponymous fashion label and bespoke store, offering tailored-made suits with a touch of evocative expression. Her adept use of self-created patterns for suit jacket linings piques the imagination in formal wear, and adds a new dimension of personalisation in the bespoke experience. Her design can be seen as contemporary introspective kaleidoscope that reflects the many facets of Western and Asian cultural inspirations. BETTIE ( http://bettiejiang.com ) DEMO: The contemporary dandy Founded by designer Derek Chan in 2012, DEMO is a fashion label that redefines masculinity and femininity, dismantles gender boundaries. It also brings together his love of philosophy and poetry in designs created to defy expectations. His signature style of soft masculinity is brought to life with handmade embellishments and embroidery, and rich textiles such as tweed. His skilful blend of fine details and fluid styling appeals to those nostalgic for classicism, while giving them the confidence that what they are wearing is thoroughly modern. DEMO Stockists ( https://www.demo-official.com/stockist ) HARRISON WONG: Understated drama Harrison Wong is one of Hong Kong’s most established designers. His designs are known for their simple and structured lines but there is always a hint of drama bubbling to the surface. Also present is an understated elegance enhanced by immaculate tailoring. Trained in Hong Kong and London, Harrison Wong had been a regular at international fashion weeks, and eventually opened his first retail shop in Hong Kong in 2014, offering a full range of quality apparel for men and women as well as accessories. Recently he opened LABELS Café + Bar at The Mills, with food and desserts created along fashion themes, and a distinctive black and white decor that is a Harrison Wong signature. HARRISON WONG Shops ( http://www.harrisonwong.com/store.html ) To discover more local fashion designers, please visit Fashion Hong Kong ( www.fashionhongkong.com.hk ), a series of events organised by the Hong Kong Trade Development Council to promote local designers on the international stage. With support from CreateHK*, Fashion Hong Kong has successfully staged runway shows and events during New York Fashion Week and London Fashion Week, to name a few, putting the spotlight on Hong Kong designers’ highly individual takes on style and fashion. *Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organizers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Communications and Creative Industries Branch of the Commerce and Economic Development Bureau, Create Hong Kong, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.