A new
fashion prize, Hu Fashion Forward, was announced by Chinese actress Fan Bingbing on the final day of the
fall 2021 edition of Shanghai Fashion Week.
Initiated by the city’s pioneering
fashion retailer Le Monde de SHC, the award aims to “discover, recognize, promote and facilitate” a new generation of fashion designers from around the world and celebrate Shanghai’s tastemaker position in the country’s fashion industry.
Fan, who wore a red ensemble from Samuel Guì Yang’s fall 2021 collection at the announcement ceremony in front of a room full of emerging designers and industry leaders, will be on the special jury.
Notable ceremony attendees included Joann Cheng, chairwoman of Fosun Fashion Group; Zhuge Sujia, deputy editor in chief of Elle China; Julio Ng from showroom Seiya Nakamura; Tingting Chen, founder of Autumn showroom; Ying Zhang, founder of fashion crossover platform Xcommons and Not Showroom, and Xiaowei Zhu, cofounder of Tube Showroom.
Eric Young, founder of Le Monde de SHC and a veteran of
China’s fashion industry, said the motive for this award is to treat fashion design more seriously and critically.
“Many in this industry have witnessed and experienced the glorious aspect of this industry and shared this aspect without treating it more seriously, we don’t think this is right. HFF Award hopes that we could start from the essential starting point of fashion design, to encourage those who seriously treat their career and creation, and to empower them to march forward in their career with more determination,” he said.
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