YDC award-winning design wins over young celebs
HOMEHIGHLIGHT ▸ YDC award-winning design wins over young celebs

The capsule accessory collection, sponsored by i.t apparels Ltd, has already received rave reviews from its target customers.


Designed by Jason Lee, winner of the “Best Footwear Design Award” at last September’s Hong Kong Young Fashion Designers’ Contest 2017 (YDC), the capsule collection was launched on March 28 at i.t blue block, Hysan Place. i.t has been sponsoring the award since 2015, but this is the first time that a full capsule collection developed by the winner is launched for the market.


A continuation of the boots Jason designed for his runway apparel collection, “I go to the school by bus” comprises two styles of sneakers and two styles of bags. It is a playful reminder of happy school days that is sure to capture the hearts of the young and young-at-heart. The collection is now available at selected ete! and i.t shops.


Jason meant to re-ignite happy school memories through this mini collection. The sneakers are a playful twist of the classic style with L (for left) and R (for right) printed on the “wrong” shoe. The words “LUNCH BAG,” are emblazoned on the tote bags, again harking back to care-free school days. The shoes come in pink and black high-tops, as well as green and black low-cut sneakers. The black and red-and-white totes feature an “X” design, a bold and stylish detail, with two lengths of straps for added versatility.


“It is a wonderful opportunity for me to collaborate with i.t, and a great learning experience as I had to learn to tweak and adjust my design for production. I’m very pleased with the results,” he said.


Taking advantage of this rare opportunity and his YDC award, Jason has recently launched his own designer label YMDH STUDIO offering a rebellious take on streetwear. Its first collection will be launched at the FASHIONALLY pop-up event to take place at PMQ during April 27 to May 20. 


Several young stars and celebrities shared their thoughts on the designs, including pop group Super Girls members Heidi Lee and Aka Chio, internet celebrity To Siu-kiu, and model Hilary Lau.


Fashion design graduate Heidi said: “I love the hidden platform of the sneakers because they give you height and make your legs look longer! They’re also very easy to mix and match with.”


Her good friend Aka agreed: “The designs are really timeless. I also love the idea of bringing back memories of school days and it makes you very happy.”


Siu-kiu, who is a confessed minimalist when it comes to fashion, naturally opted for the black sneakers but said that the design details are interesting enough to make the shoes pop. “I love the L and R design. It gave me pause when I was putting them on!”


Stylist Chloe Mak and artist Ceci N were among the fashionistas attending the launch. Illustrator Plastic Thing was invited to draw portraits for the guests as a fun crossover.


“ete! x YDC Best Footwear Design Award Capsule Collection” for women is available at selected ete! and i.t shops from 28 March 2018.

ete!    THE ONE • Langham Place

i.t      i.t blue block, Hysan Place • Silvercord • Festival Walk •
         APM • New Town Plaza I

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