Cover Kayla Wong (Photo: courtesy of Lang)
Kayla Wong (Photo: courtesy of Lang)
1 / 1
To mark the launch of Lang, her online retail platform, Tatler caught up with the photographer and activist to find out how she is spotlighting Asian designers through her latest LA-based venture
Many of us know Kayla Wong, the eldest daughter of Hong Kong actor Michael Wong and supermodel Janet Ma, as an LGBTQ+ activist, a photographer and the founder of sustainable clothing label Basics For Basics. Now, she is adding another title to her creative resume.
Wong moved to Los Angeles with her photographer wife Elaine Chen-Fernandez earlier this year after officially tying the knot in a free-spirited outdoor wedding last year. Between settling down in their new California home and frequenting flee markets on Sundays, the 30-year-old entrepreneur has been working on her next fashion project, Lang, for almost a year.
Lang (“beautiful” in Cantonese) is an online retail concept store that brings Hong Kong and Los Angeles closer through fashion and offers a platform for Asian artists, designers and creative makers. To mark the e-commerce site’s launch on September 14, Wong talked to Tatler on how the project came about and what to look out for.
In case you missed it: Kayla Wong and Elaine Chen-Fernandez encourage equality through love and legacy
Above Grocery x Yeeki x Lang hoodie with a Yat Pit dress and earring (Photo: Ken Ngan)
Grocery x Yeeki x Lang hoodie with a Yat Pit dress and earring (Photo: Ken Ngan)
1 / 1
Congratulations on the launch of Lang’s e-commerce platform. Could you tell us how this initiative started and what was the inspiration behind the label’s name?
I have a deep-rooted love for Hong Kong’s creative scene. While working on The Wild Lot [an event space in Sheung Wan] with my wife, we were able to connect with a lot of local brands and creatives. Now that I am based in LA, I wanted to be able to represent that here. I think now, more than ever before, we are proud of our heritage and culture, and it is nice to be able to share that with others.
In Hong Kong, when you walk into a cha chaan teng, the waiters always address the customers as “lang lui” [pretty girl] or “lang jai” [handsome guy]. I felt like it’s such a culturally diverse word that also has a unique significance to the local Hong Kong culture.
Can you share with us the inaugural line-up of brands you are working with? How did the exclusive collaborations come about?
Our inaugural line-up of Hong Kong-based fashion, accessories and lifestyle brands include Affection Blvd, Aim Higher Club, athenaeum(m.), Grocery, Jüü Jüü, LeeeeeeToy, Orientale, Peachy Potter, Shek Leung, Victoria, Yat Pit and Yeti Out.
I have been a fan of a lot of these brands for a while now. During the launch’s planning stage, I knew that we wanted to have exclusive products only for our North American audience. The collabs consist of items that speak to Lang’s initial vibe, convey the spunky flair Hong Kong is known for, and showcase the best that the brands have to offer.
Above Shek Leung x Lang exclusive cream stapled t-shirt (Photo: Ken Ngan)
Shek Leung x Lang exclusive cream stapled t-shirt (Photo: Ken Ngan)
1 / 1
Can you talk us through the creative process behind the launch campaign?
For the launch, I was inspired by one of my favourite local places where I would go to get cart noodles with my mother. Through the campaign, we wanted to give a nod to the grungier side of Hong Kong in its most authentic self. It was great to work with a team that got the concept right away. [The photographer] Ken [Ngan] has such a good eye when it comes to capturing a shot that tells a story. It was beautiful to watch and see the shots come to life.
How did you start to take an interest in fashion? Has your view of the industry evolved over the years?
Growing up, I saw my mum work as a supermodel in Hong Kong, which gave me a lot of insight and behind-the-scenes exposure to the industry and I was always drawn to it.
[My view of the industry has evolved through] working on my own sustainability-driven label. I am more aware of the effects the fashion industry has on climate change. So now we buy in limited quantities and most of our brands operate on a made-to order basis.
Affection Blvd bag featured in Lang (Photo: Ken Ngan)
1 / 4
With the rise of pop culture, social media and e-commerce, do you think it’s becoming easier for Asian brands to reach a global audience?
Yes, definitely. I have discovered a lot of new indie brands through social media. Asian representation has been in the spotlight—we are all finding ways to take pride in our own heritage and share where we came from. I love that.
What are some unique characteristics that Asian fashion brands bring to the global market?
Asian brands have a sense of refinement and attention to detail, but also, at the same time, a fun quirkiness influenced by pop culture. They often give a nod to their own heritage, which I appreciate.
Besides promoting Asian designers, will Lang also provide a platform for any other social message or community?
I have always been a voice for the LGBTQ+ community and it will continue to be part of our ethos at Lang to stand up for equality and diversity. To be queer and Asian is a special journey in itself, so we would love to continue to support brands that share the our passion.
Now that you are based in LA, can you share any insights into the trends that you are seeing in the retail space there?
I think there is an emphasis on unique experiences and there’s a growing demographic that likes to support independent brands. This is where I see Lang coming in, bringing in new and fresh brands that you don’t usually find in North America, while at the same time highlighting AAPI (Asian American and Pacific Islander) brands.
Knowing that Lang has a long list of collaborations to come, who are your current favourite brands? And what Asian brands are on your wishlist?
All the brands we are starting out with are my favourites. They are very different from each other and bring something unique to the table. I think they all represent little bits of my personal style—some streetwear, some feminine aesthetics and some aspects that just can’t fit into any particular box. Brands on my wishlist include Sandy Liang, Sublima Jewelry and Geel.
Are there any other product category you’d like to feature at Lang? And what’s your vision for the brand?
Jewellery and home decor are on my list. Our goal for Lang is to be able to amplify different Asian cultures through fashion and creativity. Through pop-ups and events, we would also like to bring different communities together to learn from each other and foster a space where Asian stories are celebrated. My long-term vision is to eventually have a physical retail space where fashion, art and culture come together.
Cherry Mui was the regional fashion director of Tatler Asia. She grew up in Chengdu, China, as well as Hong Kong, and loves to stay up-to-date with the latest trends. When she's not styling photoshoots or lusting over runway looks, she's posting outfit pics on Instagram. Follow her @cherrymuii.
