Asian shopping destination, Hongkong Land is partnering with design platform Young British Designers to introduce Britain’s best new designers to the Asian market. The deal will secure lesser known brands to sit alongside the world's most developed names in fashion. This will be the first time these young designers have been stocked in bricks and mortar stores in Asia, and YBD will act as a direct platform for the fashion savvy Asian consumer to buy into brands currently only available oversees.
Founded in 1889, Hongkong Land owns and manages almost 800,000 sq m of prime office and luxury retail property in key Asian cities including Hong Kong and Singapore. The company's portfolio of retail space attracts some of the world’s foremost companies and biggest luxury brands.
The Hongkong Land x Young British Designers initiative was developed after retail specialists in Asia recognised a trend amongst their fashion forward consumers for unique, new labels to be worn alongside big brand names. Currently a two-year contract, the partnership has launched with a YBD Boutique at Honkong Lands' Boutique Boulevard.
Young British Designers has taken a curated collection of 12 designers to the first installation, including Clio Peppiatt, ARIES, Lily Kamper, Florence Bridge, hose tights, Rogue Matilda, Helen Steele, Sophie Pittom and Jam Love. Simeon Farrar, Longshaw Ward and Klements attended the VIP launch event, each delivering a creative, immersive experience for guests including bespoke one-off designs and live art demonstrations.
The boutique will be followed by further pop-up boutiques amongst Hongkong Land’s portfolio of retail outlets in Asia.