Nothing matters more for fashion brands big and small than Chinese consumers. Now niche brands are flocking to these realms, many of them choosing Hong Kong’s the Hub (August 28-30) as a point to launch their Eastern adventures. The delicately curated list of brands from the West, Japan and other parts of Asia come to this event seeking partnerships with influential retailers and major investors in the Mainland and beyond. The Hub both catalyzes and embodies many major changes in the global fashion industry and overall style zeitgeist.
Some changes are global but seem even more keen in China. From obsession with logos and luxury to an understatement and style, the Mainland consumer seems to be moving quickly from being a bit of an upstart to seeming highly sophisticated. The move is from an age of exhibition and loud logos to one of understatement with an emphasis on craftsmanship and authenticity. In the West, the love of all that is called “artisanal” and the flight from the most recognizable, mainstream labels, whether high or low-end to brands and products that are more singular in production and design has been going on for some time. In China, the flight from luxury and conspicuous consumption to products that have soul also favors smaller brands like those showing at the Hub.
Another interesting trend of the last few years is the uniting of streetwear, design and heritage. The curation of brands at the Hub represents the trend of the last few years of streetwear to become more classic and the classics to become more hip. From Britain’s Barbour to Japan’s Studio D’Artisan, brands use traditional craftsmanship and style to create styles that will appeal to a global hipster class with ever more refined taste. With traditionalist brands from Europe and the US, contemporary designers from Asia and the world, and a stylish selection of streetwaer brands.
The shifting of fashion’s focus to Asia as shoppers here begin to represent the majority of sophisticated fashion consumers with taste and discretion. Asia now determines global styles and its capitals are the most stylish cities in the world. The Hub provides all and opportunity to see the best right in their backyard. The world when fashion and style just meant logoed handbags and other accessories is also waning. Traditionally Chinese men buy mostly gifts for business partners and family but do not spend as much on their own style. This is changing and the amount of excellent menswear brands will reflect a love of quality since many menswear labels are much more focused on this than they are on passing winds of style. In general, it seems like a very wholesome time to be doing fashion. The direction is positive. You can register here to participate.
