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Celine Kwan
Celine KwanCourtesy of FabriX

Ancuta Sarca, Chet Lo & more join FabriX, a new digital fashion initiative

Taking place during London Fashion Week, the Hong Kong-based organisation will allow attendees to virtually try on pieces by some of fashion’s most exciting young designers

Have you ever wanted to try on an item of clothing digitally before you buy it online? With the virtual fashion sphere booming – we’ve come a long way from Cher’s digital wardrobe in 1995’s Clueless – there are now a myriad of inventive ways to clothe one’s body in the metaverse.

Hong Kong-based digital fashion initiative FabriX is part of the latest wave in the pioneering digital fashion space, and now, during London Fashion Week, members of the fashion industry will be invited to virtually try on a series of specially commissioned designs by a host of young design talent from London and Hong Kong. The event, which runs from September 15-19, will take place at the BFC NewGen space in the Old Selfridges Hotel.

Want to see what you look like in one of Chet Lo’s signature spiky Maul tops before taking the plunge? Or perhaps you fancy trying on Sam Smith’s viral inflatable 2023 Brits look, designed by up-and-coming designer Harri? Now, thanks to FabriX’s virtual showcase, lucky attendees will be able to, along with more designs by the likes of Masha Popova, Kay Kwok, Ancuta Sarca, and Paolo Carzana

Following the inaugural edition in its home city of Hong Kong in September 2022, FabriX has now partnered with the British Fashion Council to present this first-of-its-kind digital fashion experience, with the showcase designed to mimic a real-life shopping experience. Attendees will be able to ‘try on’ the looks via AR filters, with the option to customise and purchase their chosen garment via leading digital fashion marketplace DressX. 

Featuring 17 design talents handpicked for their experimental approach to fashion, the showcase will include 12 Hong Kong designers and five exciting London-based creatives. The full lineup is: Cadylee, Celine Kwan, Christian Stone, Demo, Harrison Wong, Jüü Jüü, Kay Kwok, Nilmance Studio, Shek Leung, Wilsonkaki, YDMH, Ancuta Sarca, Chet Lo, Harri, Masha Popova and Paolo Carzana.

Ancuta Sarca, a Romanian-born womenswear designer based in London, has created a striking bespoke pair of metallic silver knee-high boots for the showcase, while Kay Kwok, the first ever Hong Kong menswear designer to show at London Fashion Week, has devised a series of gravity-defying skeletal sculptural pieces that wrap around the body unencumbered. 

“Over the past decade, I have been engaged in different ways to help promote Hong Kong fashion and designers,” says Declan Chan, fashion curator of FabriX. “With the emergence of digital fashion and the metaverse, it seems we have finally found an innovative vehicle to do this on a truly global platform.” Masha Popova – the Ukrainian-born designer lauded for her nostalgic denim designs – says of her participation in the project: “It’s amazing to see how the collections I design for real life can be applied to a virtual reality, and I’m excited to be able to connect with new audiences this way – especially as an emerging designer. Hopefully I can continue to experiment with digital.”

Shin Wong, FabriX project director, also explained: “FabriX came about as a result of the effect of the pandemic on emerging designers, who faced difficulties participating in international trade events and saw a severe decline in in-person sales opportunities. With the generous support of CreateHK, FabriX came to life in 2022 as a platform that allows young designers to seamlessly transform their collections into captivating augmented reality experiences. It has also facilitated unprecedented collaboration between designers and tech experts from across the globe.”

Following the London event, FabriX will travel to Paris Fashion Week as part of a digital fashion roadshow, incorporating a further addition of Paris-based emerging designers Louis Gabriel Nouchi, Florentina Leitner, and