Brand Story—Macao Original Fashion ExhibitionIII

Introduction

Story is the soul of a brand because it gives the brand a life of its own. Behind every piece of creation, there always lies a touching story of how the designer create the products. Through a splash of color, a stitch of hem, or an accentuating accessory, the brands move the public with its fascinating stories while the customers by selecting the products can feel a sense of proud and is touched by the courage of the designers. With the development of the cultural creative industries, many Macao fashion labels of diverse design styles sprung up in Macao. Therefore, Macao Fashion Gallery organizes a “Brand Story—Macao Original Fashion Exhibition”, providing an opportunity for local fashion labels to showcase their products.

Through open call and selection by the adjudicating panel, six local fashion labels are selected to participate in this exhibition, including: MACON, JADE.L, SOUL,Worker Playground, ZICS, and Salut ça va?. The designers will design their own display area at the Macao Fashion Gallery, showing their collections in their own creative settings. By integrating fashion art and interior design, the designers can fully illuminate their brand image and their distinctive characters. Each label deploys a different set of style and elements, such as hand-paint, logo, motorcycle, minimalistic, lines, and romance, to present their collection, turning the venue into a theatre of story-telling which allow the audience to savor the narratives behind the stories.

The exhibition will be held in three phases, featuring two fashion labels at every phase. MACON with its casual youthful artsy wears and JADE.L with its gender-neutral style will be the first on display. It will be followed by SOUL’s minimalistic fashion and Worker Playground’s rugged casuals. The finale will feature the black and white aesthetics of ZICS and the romanticism of Salut ça va?. Some selected items will be on sales at the exhibition.

Brand introduction：ZICS

ZICS was created in 2009. The designer only uses black, white, and grey colors to develop experimental themes, designing gender neutral styles that explore the possibilities of asymmetry and layers. ZICS collections had graced the catwalks of “Macao Fashion Festival” and “Hong Kong Fashion Week”. The designer loves to explore different creative forms, including stage costumes and fashion accessories.

Exhibition theme： IN LINE SPACE

This collection is an extension of the latest ZICS Spring/Summer collection “IN LINE”. The “IN LINE” collection uses stripes as its main feature. The designer continues to display his love for black, white, and grey, putting stripes of these colours with sheer fabrics in many imaginative ways, whether traditional or irregular cuts. Each arrangement of stripes is formed meticulously, expressing the stylish and unique features of the feminine form.

“IN LINE SPACE” extends the design concept of the original “IN LINE” collection, using different stripes to create unique space, creating a distinctive atypical visual experience for the audience.

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Brand introduction：Salut, ça va?

The label was established in 2010. “Salut, ça va?” is French for “Hello, everything OK?” This warm hello is unhindered by time or style. The label also insists on timeless design styles that transcend time and trends, considering that all people should have their own style of dressing. Femininity in retro romantic style is the main theme for “Salut, ça va?”, nonchalantly radiating nostalgic French culture in every aspect. Each collection has daily wear and special occasion lines. It also provides custom-tailor services for both men and women clients.

Exhibition theme： Renaissance

Just like the brand logo, the exhibition space uses black and white as its theme color. To match with the romantic style of the label, a romantic poem hand-written in marker-style calligraphy will be created as the backdrop. The exhibition is a renaissance of the particularly representative “Salut, ça va?” pieces created during its six years of history. Each collection is set in a 3D frame to capture its distinctive time reference. Butterflies signify the metamorphosis and growth of the label during those times. The overall clean and crisp look aims to give prominence to the distinctive beauty of each collection.

Macao Fashion Gallery

Exhibition Date：12/8-1/10/2017

Opening hours: 10am – 8pm (closed on Mondays, open on public holidays)

Venue: Rua de S. Roque, No. 47, Macao

Enquiries: (853) 2835 3341 (during office hours)

Website: www.macaofashiongallery.com

Free admission