Hong Kong’s Fashion Farm Foundation is set to hold its sixth FFFriday campaign to promote the city’s fashion industry and provide a platform for the city’s designers to showcase their designs and creative ideas.

This year’s two-week campaign, which will integrate both online and offline activations for the first time, will allow members of the public to support the local fashion industry despite restrictions on movement brought on by the coronavirus pandemic. 

The series of fashion events, held from May 15–24, will present 20 local labels including Feaston, Ka Wa Key, Sun=Sen and Yeung Chin. The concept is inspired by Hong Kong’s 70’s–80’s-era clothing outlet stores. Five local fashion labels will present their collections via video format visible at the event’s official website.

“FFFriday strives to promote Hong Kong fashion and encourage the community to support local fashion designs,” said Fashion Farm Foundation chairwoman Edith Law. 

“Although effective, celebrity endorsement is not the only way to promote a fashion label, and due to the current epidemic, it is even more important that we find different ways to help Hong Kong designers shine. That’s why we’re so excited that this year the public can support local fashion talents offline and online – they can enjoy the FFFriday pop-up store, Presentation and Gig all from home.”