BACKGROUND

Sponsored by the Cultural and Creative Industries Development Agency of the Government of the Hong Kong Special Administrative Region as a flagship programme of the Hong Kong Fashion Fest. The fashion pop-up initiative titled "Wear’s HK" will make its grand debut across six premier fashion and shopping hotspots from September 1 to 14, 2026, spreading a vibrant fashion vibe throughout the city.

These pop-ups will be staged at curated retail spaces in six prime locations, including ifc mall, Harbour City, Harvey Nichols Pacific Place, Hysan Place, Festival Walk, and Hong Kong International Airport. These physical touchpoints will seamlessly connect 18 to 20 Hong Kong fashion designers with Gen Z, millennial, and global consumers. By blending physical discovery with immediate purchase, the pop-ups will not only generate revenue, help local fashion designers expand their markets, and nurture talent, but also cultivate a high-performance "Wear’s HK" pop-up ecosystem. Furthermore, the creations of these designers will be showcased simultaneously at the "Fashion Summit (HK) 2026" Fashion Exhibition at Common Arcade, 1/F, Jardine House in Central, leveraging cross-sector promotion to unleash a more powerful synergistic effect.