YDC is honored to have MOViE MOViE to interview our creative director and photographer of this year’s YDC show programme.
(Content by MOViE MOViE; English translations by FASHIONALLY)
The fashion market is all about chasing the latest trends and seasons. To keep on top of this, the fashion world is always on the lookout for young talent, as their creativity gives us a look into the future. With this in mind, the Hong Kong Young Fashion Designers’ Contest (YDC) actively promotes the stars of the future by providing a platform for new local talents to gain global exposure. YDC believes that challenging oneself is especially important for young designers. The contest itself sets out to be an example of thinking outside the box, starting from the design of the show programme that is itself a platform for various creative minds to shine. MOViE MOViE talks to the creative director and photographer of this year’s YDC show programme, Katol and Rachel, who share their vision for the publication, and their views on fashion and creativity.
MM MOVIE MOVIE
K: KATOL (CREATIVE DIRECTOR)
R: RACHEL (PHOTOGRAPHER)
MM: Katol, you’re a designer and co-founder of street art & woodworking team Start From Zero. You also own a coffeeshop-cum-self-service laundry. That’s quite a range of creative endeavours. And, Rachel, you’re studying fashion communication at Central Saint Martins. What does “creativity” mean to you both?
K: For me, creativity is a way to solve problems. For example, my family opened a laundry, but the business wasn’t good, so I thought of selling coffee at the same time! It became a "composite coffee/ laundry space. Creativity is basically adding things you like to solve problems. As for other gigs, it’s because I like to solve problems for the people around me! My medium keeps changing, and among them I like graphic design the most, because it’s easy to control.
R: For me, creativity is about giving a new perspective on ordinary things, and bringing fun to the mundane, and our world. I like to create another world for myself, put myself inside like a character, and then put it back into our daily lives.
MM: This year's YDC's show programme is different. It has a story. Can you tell us about the concept?
K: Traditional show programmes usually have a standard form and contain a lot of information, so this year we want to think outside of this box and make it a sticker album. For example, usually there is a foreword explaining what YDC is, or what YDC wants to do that year. Since people are not reading words so much anymore, we wanted to make it more accessible, so we asked my friend Jack to draw the comics as a foreword. This year’s programme will feature a pack of stickers that the audience can play around with. Rachel’s photos also give us something new. Previously the photos were very editorial, but instead her photos have a lot of memes and elements that people can instantly identify with. Being a creative in Hong Kong can feel quite powerless as designers face many challenges. They feel like there’s no audience and they are not accepted by the mainstream. They can’t even make a living from their creative work. There is a lot of negative emotions. As YDC belongs to young people, I want to bring hope back to the young in this stressful environment. The story is full of hope – as long as you are willing to adapt, good things are actually within reach.
MM: How did you find uniting the world of comics and fashion?
K: Comics are used in fashion around the world, and the simplest approach is to treat comics as patterns and print them onto clothes. I think fashion is at the forefront of creativity because of the endless possibilities. Fashion incorporates music, photography, and different cultures. Comics are part of popular culture, so it has its place in fashion.
R: Fashion is not just the clothes we wear. It represents our personality and is part of culture, so I don’t think we should limit our own ideas. Fashion has limitless possibilities and can be linked with anything.
MM: Rachel, in this photoshoot, the photo of every finalist comes with a classic local advertising slogan. Where did this idea come from?
R: When I read magazines, I wouldn’t stay on one page for more than a second, and forget about it immediately. It’s not because the photo isn’t beautiful, but it doesn’t resonate with me. YDC is a design competition for young people in Hong Kong, so I tried to find ways to connect with people outside the fashion and art world. I want to integrate fashion into our lives, so I decided to use slightly altered versions of classic advertisements. Sometimes it’s just a pun but it’s fun and I think it’s a great way to reach out to different age groups and people of different occupations.
MM: As a youngster born in the 1990s, why did you choose these classic advertising slogans and not current ones?
R: Because I feel that the current ads lack the character of old Hong Kong ads, which are deeply ingrained in people’s minds. I don’t want the content to be confined to the circle of young people, so I chose classic ads that are instantly recognisable by all.
MM: What were some of the highlights of the fashion shoot? Which shot is your favourite?
R: I found friends through social media to make sets and do the styling. I rarely stay in Hong Kong for a long time, so I don't know a lot of people who work in this industry. I’m very happy to have recruited online creators willing to participate in the filming. I’ve also made new friends and found that Hong Kong’s makeup artists and hair stylists are very professional. One of the most memorable scenes for me was building a super-large rice bowl. It was originally designed to be very simple, but it took a week and a half to complete. Many friends participated in the process. Someone who studied architecture helped us draw and make calculations to ensure our design gradually came into life. I’m very proud of this prop.
MM: YDC is a big platform for young fashion designers. It has injected a youthful power into Hong Kong’s fashion industry. What does youth mean to you?
K: Youth is very simple. It’s about having the freedom to put everything into doing what you like. There are no limitations, and you can’t use age to define youth. It’s not that if you’re 30, you are no longer young. As long as you still have an open mind, are willing to accept new things and break new ground, you are still young.
R: Youth is not thinking but doing your best, and not being afraid of hard work.
MM: Do you have anything to say to current or future YDC participants?
K: As mentioned before, it’s very difficult to be a fashion designer in Hong Kong. YDC is a platform for aspiring designers. If your work is of high quality, you will be rewarded and can reach out to the world with YDC.
R: For me, YDC is not just about young people. I think it gives Hong Kong people a chance to dream and pursue their dreams.
Stay tuned to YDC 2019 final on 7 September with us!
