FASHIONALLY Presentation - DEMO. AW2018 Collection
HOMEHIGHLIGHT ▸ FASHIONALLY Presentation - DEMO. AW2018 Collection

Fashion plays

A new concept debuted this year at Hong Kong Fashion Week, where designers were given sole creative control to present their brand and ideas in a standalone presentation that crosses over to the realm of theatre.


Three Hong Kong designers were invited to take up a slot to decorate the intimate stage to their liking, and put up an unconventional fashion show/play around the unique set. Visually and conceptually different, these stories presented their latest collections in all their glory while offering a rare glimpse into the designers’ creative journeys.



Derek Chan, the brain behind DEMO., has an academic background that walks a fine line between science and art and this is evident in his designs. Creating contemporary classics, he embraces sartorial tradition and modernity in equal measure. DEMO rejects the complex rules assigned to menswear today while preserving a nostalgic sentiment. Incorporating the soft edges of womenswear silhouettes and pairing them with progressive detailing, Chan has managed to dismantle gender’s strict barriers. 


Chan wanted to express DEMO’s brand identity fully in this presentation. Inspired by the 1940s and 1950s, DEMO does not shy away from portraying a softer masculinity and adding new elements such as waterproof fabrics and bold colour blocking to give the classics a new twist. Iconic looks were recreated in a playful manner, and juxtaposing an old school gentlemen’s club with 21st century boyish pursuits offered up a titillating mismatch.

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