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In 1998 you launched Tassels, your first&nbsp;fashion label. Four years later, the Bonita Cheung range&nbsp;made its debut, followed by Ni-Chi in 2009. Can you tell&nbsp;us a little about the genesis of each line?
After graduating, I didn’t jump straight into the fashion&nbsp;industry. Instead, I worked in the luxury jewellery sector,&nbsp;focussing on the marketing and advertising side. By 1998,&nbsp;though, I’d realised that fashion was where I really wanted to&nbsp;be and that I should really make the move before it was too&nbsp;late. Soon after, I opened my own workshop in Central and&nbsp;started creating bespoke items, evening and wedding pieces&nbsp;under the Tassels brand.
After a few years spent establishing Tassels and building up&nbsp;my clientele, I felt it was time to branch out under my own name.&nbsp;The result was the Bonita Cheung collection, which was picked&nbsp;up by Lane Crawford as part of its ready-made couture offering.&nbsp;Then, after I’d been working with Reina Chau [one of Hong&nbsp;Kong’s most stylish socialites and a leading patron of the arts] for&nbsp;several years, we both realised we shared a very similar approach&nbsp;to fashion and matching beliefs in the kind of styles we wanted to&nbsp;create. This led us to collaborate on our own ready-to-wear line&nbsp;– Ni-Chi. The company name was actually a combination of our&nbsp;daughters’ names – Nicole on my side and Chiara on hers.
<img decoding="async" loading="lazy" class="aligncenter size-full wp-image-47888" src="//www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B.jpg" alt="bonita cheung" width="700" height="466" srcset="https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B.jpg 700w, https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B-200x133.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B-421x280.jpg 421w, https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B-120x80.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B-500x333.jpg 500w, https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B-400x266.jpg 400w, https://www.gafencushop.com/wp-content/uploads/2019/08/700x466-copyPeople2_B-600x399.jpg 600w" sizes="(max-width: 700px) 100vw, 700px" />
When you are designing outfits, how do you visualise&nbsp;the women who will ultimately wear them?
I always imagine that my pieces appeal to women who are&nbsp;not easily influenced by the trends followed by others, while&nbsp;also being confident and fun to be around. Ultimately, my&nbsp;clothes are made for the kind of woman who isn’t afraid to try&nbsp;something new and who relishes every new adventure.
How would you describe your own approach&nbsp;to fashion design?
For me, it’s all about creating something that will&nbsp;withstand the test of time and be marked as a&nbsp;classic – not in the sense that it’s in any way old fashioned,&nbsp;but more that it has an enduring appeal.&nbsp;To my mind, you should be able to dust something&nbsp;off a few seasons after you bought it and find that&nbsp;you still want to wear it, largely because it’s both&nbsp;memorable and unique.
<img decoding="async" loading="lazy" class="aligncenter size-full wp-image-47885" src="//www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_E.jpg" alt="bonita cheung" width="466" height="700" srcset="https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_E.jpg 466w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_E-200x300.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_E-186x280.jpg 186w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_E-120x180.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_E-400x601.jpg 400w" sizes="(max-width: 466px) 100vw, 466px" />
You’ve long been associated with the Hong&nbsp;Kong Fashion Designers’ Association…
I was initially approached to be one of the executive&nbsp;members. Later, when the chairman found I had&nbsp;a background in marketing, I was asked to focus&nbsp;more on that side of their activities. This led to me&nbsp;creating events that really showcased the work of&nbsp;the city’s fashion designers.
It was around that time that you set out&nbsp;to break records in association with the&nbsp;Danish Fashion Institute…
All that actually began with a conversation with Eva&nbsp;Kruse, the CEO of the Danish Fashion Institute (now&nbsp;the Global Fashion Agenda). Some years earlier, they&nbsp;held a very successful event – The World’s Greatest&nbsp;Catwalk – which had featured the longest runway&nbsp;ever seen at a fashion event. We decided to try and&nbsp;break that record, so we then had to find somewhere&nbsp;in Hong Kong that could accommodate the mammoth&nbsp;catwalk we had in mind. In the end, a 3.2km runway&nbsp;was created along the Victoria Harbour waterfront in&nbsp;Tsim Sha Tsui. Some 340 models took part and it took&nbsp;each of them 45 minutes to walk the full length of the&nbsp;catwalk, which saw us establish a new world record.
<img decoding="async" loading="lazy" class="aligncenter size-full wp-image-47883" src="//www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_C.jpg" alt="" width="466" height="700" srcset="https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_C.jpg 466w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_C-200x300.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_C-186x280.jpg 186w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_C-120x180.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_C-400x601.jpg 400w" sizes="(max-width: 466px) 100vw, 466px" />
Last year, you were the Project Curator&nbsp;for Juxtaposed Fashion X Music, a major&nbsp;event in the city, which showcased over 150&nbsp;different outfits from 75 local designers.&nbsp;What made you think the city’s fashion&nbsp;community needed to up its visibility?
Well, I think every city needs its own distinct&nbsp;character and fashion is a huge part of Hong Kong’s&nbsp;identity, not least because people here just love to&nbsp;style it up. While we are universally recognised as&nbsp;a shopper’s paradise, our local brands are largely&nbsp;under-exposed. On top of that, it’s far from easy for&nbsp;local designers to survive against all the international&nbsp;competition and the ever-rising rents. Having&nbsp;experienced all that for myself, I really wanted&nbsp;to help the up-and-coming generation of&nbsp;designers to get the kind of exposure and&nbsp;create the kind of noise necessary to overcome&nbsp;these very real challenges.
<img decoding="async" loading="lazy" class="aligncenter size-full wp-image-47884" src="//www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_D.jpg" alt="" width="466" height="700" srcset="https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_D.jpg 466w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_D-200x300.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_D-186x280.jpg 186w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_D-120x180.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2019/08/466x700-People2_D-400x601.jpg 400w" sizes="(max-width: 466px) 100vw, 466px" />
Where do you stand on the much debated&nbsp;diversity issues the fashion&nbsp;industry has had to contend with?
Well , we definitely need a greater&nbsp;commitment to diversity. To be brutally&nbsp;honest, 99 percent of models are still all&nbsp;drawn from the same demographic, which&nbsp;is a great shame. It’s really only when you&nbsp;have a more widely representative selection&nbsp;of models that you can truly showcase every&nbsp;design possibility. I want women – whether&nbsp;they are 155cm tall or 185cm, whether they&nbsp;weigh 100 pounds or 150 pounds – to know&nbsp;that they can look good in my designs. It also&nbsp;gives fashion an added element of reality –&nbsp;clothes aren’t meant to be costumes; they are&nbsp;meant to be worn by real people.
Thank you.

Interview by: <a href="mailto:bailey@itotalmedia.com">Bailey Atkinson </a> 
 Photos: Jack Law 
 Art Direction: San Wong 
 Venue: <a href="https://www.sicis.com/en_gb/">SICIS Hong Kong </a> 
 Make-up: Margaret Wong 
 Wardrobe: Bonita Cheung 
For the full article, please find the latest issue of Gafencu’s print magazine or the PDF version on the Gafencu app. Download the app from the Google&nbsp;<a href="https://play.google.com/store/apps/details?id=com.gafencu.android&amp;hl=en">Play Store</a>&nbsp;or Apple&nbsp;<a href="https://itunes.apple.com/us/app/gafencu/id541555130?mt=8">App Store</a>.

La Styla Bonita: Bonita Cheung, one of Hong Kong’s foremost fashion impresarios, now has designs on the future…

As its denizens are well aware, Hong Kong&#8217;s bustling business sector is only matched by its fashion-loving locals who put the city firmly on the haute couture map year after year. No wonder then, that a plethora of high-fashion events dot the city&#8217;s social calendar throughout the year.
<div style="width: 640px;" class="wp-video"><video class="wp-video-shortcode" id="video-41532-2" width="640" height="360" preload="metadata" controls="controls"><source type="video/mp4" src="https://www.igafencu.com/video/1901/14dec_fashionshow.mp4?_=2" /><a href="https://www.igafencu.com/video/1901/14dec_fashionshow.mp4">https://www.igafencu.com/video/1901/14dec_fashionshow.mp4</a></video></div>
The latest of such high-profile events, JUXTAPOSED Fashion x Music 2018, a fashion and music show hosted by <a href="http://www.hkfda.org/">The Hong Kong Fashion Designers Association</a>&nbsp;and sponsor <a href="https://www.createhk.gov.hk/en/home.htm">CreateHK</a>, took place last week at the chic historical centre of Tai Kwun.&nbsp;
<figure id="attachment_41537" aria-describedby="caption-attachment-41537" style="width: 700px" class="wp-caption aligncenter"><img decoding="async" loading="lazy" class="size-full wp-image-41537" src="//www.gafencushop.com/wp-content/uploads/2018/12/JV-min.jpg" alt="Jimmy Choo and &nbsp;Vivienne Tam" width="700" height="466" srcset="https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min.jpg 700w, https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min-200x133.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min-421x280.jpg 421w, https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min-120x80.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min-500x333.jpg 500w, https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min-400x266.jpg 400w, https://www.gafencushop.com/wp-content/uploads/2018/12/JV-min-600x399.jpg 600w" sizes="(max-width: 700px) 100vw, 700px" /><figcaption id="caption-attachment-41537" class="wp-caption-text">Designers Jimmy Choo and Vivienne Tam graced Juxtaposed 2018</figcaption></figure>
Some of Asia&#8217;s most respected designers, including Jimmy Choo and Vivienne Tam, government officials and celebrities were seen descending on the iconic heritage site this Saturday.
With 10 years of history under its chic belt, JUXTAPOSED awed its audience with a dynamic show of both music and fashion, within the confines of its &#8216;music box&#8217; shaped structure of Tai Kwun&#8217;s courtyard.&nbsp;
<figure id="attachment_41536" aria-describedby="caption-attachment-41536" style="width: 466px" class="wp-caption aligncenter"><img decoding="async" loading="lazy" class="size-full wp-image-41536" src="//www.gafencushop.com/wp-content/uploads/2018/12/Bonita-min.jpg" alt="Bonita" width="466" height="700" srcset="https://www.gafencushop.com/wp-content/uploads/2018/12/Bonita-min.jpg 466w, https://www.gafencushop.com/wp-content/uploads/2018/12/Bonita-min-200x300.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2018/12/Bonita-min-186x280.jpg 186w, https://www.gafencushop.com/wp-content/uploads/2018/12/Bonita-min-120x180.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2018/12/Bonita-min-400x601.jpg 400w" sizes="(max-width: 466px) 100vw, 466px" /><figcaption id="caption-attachment-41536" class="wp-caption-text">Project Curator: Miss Bonita Cheung</figcaption></figure>
Explaining how events like JUXTAPOSED could foster a spirit of creativity in Hong Kong, local fashion designer Lulu Cheung told Gafencu, &#8220;By having such a great platform for bringing designers and musicians together, we can gain public attention and earn the audience&#8217;s respect&#8221;.
Project curator Bonita Cheung was another key person behind the success of JUXTAPOSED. Speaking to Gafencu,&nbsp;she mentioned how thrilling it was that this year&#8217;s show was the first ever in Hong Kong to feature the new technology of high-resolution and transmissive display devices, used to create digital graphics of abstract art and 360 degree LED wall displays.&nbsp;
<figure id="attachment_41535" aria-describedby="caption-attachment-41535" style="width: 466px" class="wp-caption aligncenter"><img decoding="async" loading="lazy" class="wp-image-41535 size-full" src="//www.gafencushop.com/wp-content/uploads/2018/12/andy-min.jpg" alt="Andy Ho" width="466" height="700" srcset="https://www.gafencushop.com/wp-content/uploads/2018/12/andy-min.jpg 466w, https://www.gafencushop.com/wp-content/uploads/2018/12/andy-min-200x300.jpg 200w, https://www.gafencushop.com/wp-content/uploads/2018/12/andy-min-186x280.jpg 186w, https://www.gafencushop.com/wp-content/uploads/2018/12/andy-min-120x180.jpg 120w, https://www.gafencushop.com/wp-content/uploads/2018/12/andy-min-400x601.jpg 400w" sizes="(max-width: 466px) 100vw, 466px" /><figcaption id="caption-attachment-41535" class="wp-caption-text">Model showcasing a creation by designer Andy Ho</figcaption></figure>
Around 150 creations by 75 local design talents, were displayed on the runway and was perfectly complimented with foot-tapping numbers by local musicians. The true highlight of the show, however was designer Andy Ho&#8217;s exquisite collections – channelling his inner renaissance spirit, the designer has created a a truly regal range of outfits, replete with luxurious silks and feathers.
In a city that never sleeps, we trust that after a show like JUXTAPOSED, fashion and its creators and gatekeepers won&#8217;t either.&nbsp;
Text: <a href="mailto:bailey@itotalmedia.com">Bailey Atkinson</a>

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La Styla Bonita: Bonita Cheung, one of Hong Kong’s foremost fashion impresarios, now has designs on the future…

JUXTAPOSED: HK’s premiere fashion show celebrates its 10th anniversary