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Fashion Farm Foundation (FFF) continues the successful streak of organising international fashion campaign HKFG (formerly Fashion Guerilla) since 2013 by turning the spotlight on Hong Kong designers in the Paris Fashion Week this season.


The creativity of Hong Kong design talent will continue to shine in front of an international audience of buyers and media in the Fashion Week through the special program HKFG Edition. Two homegrown labels PONDER.ER and THE WORLD IS YOUR OYSTER present their Autumn/Winter 2021 collections in two solo digital presentation in the Paris Fashion Week, alongside a screening event of the shows held by the HKFG for international media and industry insiders.

About the Collection

As the next chapter of the brand’s storyline, “Where A Man Belongs” continues to explore the identities of modern cowboys in a contemporary context. Checks and plaids, commonly seen in western-style garments are being twisted and reconfigured into abstract forms, playfully resonating with the curvy decorative style lines carefully placed in the majority of the pieces in the collection.


Textures and prints are once again the focus of the collection, often used in conjunction with one another to produce a strong graphic effect. The brand’s signature HUG shirt is reinvented with distorted patterns directly printed on top, materials such as faux leather and wool are used with PONDER.ER’s signature treatment of liquefying shapes and known garments. Frayed and lace knitwear structures have additionally added vulnerability to the looks.


The brand has also invested more time in developing their ideas with sustainable materials, the pandemic has presented the brand the opportunity to reflect on the way designers produce and create. Deadstock fabrics from factories in China are used throughout the collection, with a selection of nylon and denim textiles being cut into thin tapes for hand-knitting. Fabric wastes are given a new purpose through craft and innovative experiments.


Director: Daniel Teo
Camera Assistant: Tanley Lau
Gaffer: Cat Siu
Photography: Roni Ahn
Photography Assistant: Stephanie Lee
Stylist: Inggrad Shek
Styling assistants: Remki Tam, Tiffany Liu, Mani Chan

Make-up: Angel Mok
Hair: Heitai Cheung
Voiceover: Skene Milne
Models: Desmond, Fish, Jiaying, Kimi, Mathis, Nikita

Accessories in collaboration with SWEETLIMEJUICE

Studio PONDER.ER: Jason Chan, Kira Sum

Venue Partner: Haw Par Music

Produced by PONDER.ER
Presented by Fashion Farm Foundation

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