Perhaps it’s the liveliness of its people or the soaring concrete jungles, but the vibrant city of Hong Kong has, in recent seasons, been the choice destination for fashion labels. Case in point: premium Italian fashion brand Max&Co., which recently unveiled its Fall/Winter 2024 collection in the bustling cityscape. At the regional fashion presentation, #NoFakeSmiles was the name of the game. Indeed, it was genuine smiles all around that night, with a host of regional celebrities in attendance at Dragon-i, an eclectic bar located in central Hong Kong.
On the glitzy guest list were Korean actors Shin Eun-soo and Ryeoun, as well as Malaysian actor Lin Min Chen who all dressed to impress at the event. Lin dazzled guests with her bright pink dress-and-outerwear set on the red carpet; 21-year-old Shin showed off her youthful energy in a blazer and mini skirt set, while Ryeoun sported a casual-chic look from the brand’s BLABLABLA capsule collection. The Korean duo, who worked together on the K-drama Twinkling Watermelon (2023) reunited and shared a sweet moment by posing together on the red carpet.
Throughout the runway show, models wearing the latest Max&Co. looks captivated the audience, while neon lights and pulsating music set the mood for the lavish evening. The Fall/Winter 2024 lineup, which showcased 50 looks, epitomised the brand’s penchant for everyday versatility—Max&Co. encourages everyone to embrace mix-and-match styling. That is how you build your personal style, after all. There was also a retro flair in the air, what with the ’90s era throwback of printed suits and slinky slip dresses. There’s something quite magical about looking into the past for inspiration, and these ’90s-style silhouettes have proven to be quite a bewitching source.
Each look that strutted down the runway invites innovation from the wearer, prompting us to embrace our individual stylistic desires. Championing individuality and self-expression, Max&Co.’s attitude towards fashion hits home now more than ever. In a world that seems to be obsessed with following trends, knowing who you are has become a rare quality.
In attention to the bold designs seen during the Fall/Winter 2024 runway, guests were also enthralled by the whimsical BLABLABLA collection. Created in collaboration with Italian artist and wordsmith Pietro Terzini, the capsule collection features tongue-in-cheek phrases plastered upon vibrant youthful separates. Our favourite from the lineup? The cheeky “Out Of Office” blazer, which screams business in the front, and clocked-out in the back. Plus, the words “Long Story Very Short” being emblazoned on a mini skirt—that is very short, indeed—strikes the perfect balance between humorous and creative.
For the rest of the night at Dragon-i, guests got the opportunity to mingle and capture their memories at the #NoFakeSmiles photo booth. As a memento of the fashion show, they even got to customise their own neon signs to take home with them, before the thrilling night drew to a close.
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