SEWING HISTORY, ONE STITCH AT A TIME
Marie France Van Damme founded her eponymous label in Hong Kong in 2011 and it has since seen the most influential names in fashion choosing to follow her.
With her latest collection, the campaign explores the varied aspects of the brand’s history emoting through its fashion shoot in alleys of Kwun Tong, Kowloon – a place where her atelier and head office is based.
Walking through the concrete canyons of Kwun Tong, it’s easy to imagine Hong Kong when it was an industrial powerhouse. Textile mills churning out fabric that ended up in clothing stores halfway around the world; with that universal phrase of the 1960s and 70s: “Made in Hong Kong.” Sticking to its roots, Marie France Van Damme fashion house utilizes contrast as an aesthetic tool to combine its Chinese art with a European flare, in this industrialized Kowloon side of the town, away from the hustle-bustle city life of the Hong Kong Island.
Couture fashion design, accessories and ingrained culture of sophisticated entertaining define the House of Marie France Van Damme today, with one key focus: to design timeless pieces which have a ‘wear anywhere’ appeal and a ‘resort-inspired flare’ that never go out of style. The latest campaign focuses on introducing this essence of Made in Hong Kong, having a global appeal.