The dust of Hong Kong has shaken off the feet for now, but the mind is more alert than ever… This city really set the perspectives right, at least for me!
Can you imagine an elegant parisienne wandering along this interior?
Well, at least I can´t. And I used the word “interior” on purpose, because describing the streets of Hong Kong as the external environment is almost impossible. The skyscrapers eclipse the natural sunlight and the streets, tightly occupied by merchants and their counter tables, are mostly brightened by the numerous huge billboards and shop-windows. Inevitably, it feels exactly the same as being inside. The only sign, that helps to differentiate the two environments, is the air- the warmth of the outside next to the refreshing air-conditioned inside. However, the everyday life mostly takes place on the shopping areas and along the corridors of the enormous shopping centers. These are like never-ending mazes, where it´s easy to find the entrance, but getting out is much more difficult.
The synonym for Hong Kong is definitely business. As an outsider of this society, the fashion and beauty industry seems to bring the main income for the locals. The whole life is build upon the consumption of it. The main moving paths go through the shops, well, basically people are living in the shops, they´re going to work and back home through the shops and they´re having dinner in the restaurants that are situated next or inside of the shops.. unbelievable, isn´t it?! But that´s the way things work in there and the shops, themselves, offer all the imaginable products to every possible target group. And what´s even more surprising- nothing is ever wasted, that´s what the real efficiency is all about! If one brand has built up its name, it´s also possible for many other businesses to work on its credit. Every product, brand and design is being copied and reproducted millions of times.
The high-end fashion design has a different meaning, or to be more accurate, a different value in Hong Kong. Buying a well-known brand is the same as wearing a military costume: it shows your side in the street war and helps your own people to recognize you from the distance. In the busy world, where hundreds of messages are constantly attacking from the advertisements and shop windows, people need the famous brand labels to make their mark, to make themselves visible in two seconds among their own people and among the enemies. Louis Vuitton purse is the key that opens the doors, a scarf with the Burberry label is the way into somebody´s heart and Prada shoes pave the way on the streets of Hong Kong.
A strong image and a profound philosophy of the brand seems to raise the self-esteem and the value of the consumers. However, it makes me ask myself, whether this is really me, whether this is the mark that I really want to make? Are we, people, only purses with brand names? I think that there is more in us and there is more in the fashion. It is not the logo, but our own history, our own life story and our own soul- that´s what the fashion is all about!
dress: Xenia Joost, photo: www.joost.ee
isnt life nice? :)
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