Fiona Fang (One To Know, June)Hi Res to Printph Affa Chan
Cover Fiona Fang’s clothing brand Allegory aims to inspire women to dress with intent while protecting the environment (Photo: Affa Chan/Tatler Hong Kong)

Fiona Fang is the co-founder of Allegory, a casual-but-considered clothing brand that promotes sustainable fashion

In a world where first impressions are sometimes the only impressions you get to make, dressing with intent is key. “What you wear has meaning and [is] how you present yourself visually to the world,” says Fiona Fang, co-founder of new Hong Kong fashion brand Allegory. This philosophy is embodied not only by the brand’s sophisticated approach to design, but also by the sustainable story behind each piece of Allegory clothing.

This spring, Fang and her business partner Hoiki Liu launched a capsule line of garments made using deadstock: excess material left over by fabric suppliers who have overestimated their needs. Fang and Liu seek out rolls of fabric, especially those which are organic, recycled and machine- washable, from nearby mills in Asia. The mini dresses, midi shirt dresses and unstructured blazers in the collection have one thing in common: the colour black. “Black is the Allegory brand voice: it’s feminine, confident and effortless,” Fang says. “Black is also the toughest deadstock to source, since it’s so versatile and seasonless, so companies like to hold on to it.”

According to a 2019 report by the Environmental Protection Department, Hong Kong sends 339 tonnes of textile waste to landfill per day, half of which is clothing, and a 2017 Greenpeace survey showed that Hongkongers ranked among the most voracious clothing consumers in the world, but 53 per cent of people owned clothes they had never worn. By not creating additional fashion waste and focusing on versatile basics rather than temporary trends, Allegory helps nudge shopping habits away from destructive fast fashion.

Tatler Asia
Fiona Fang (One To Know, June)Hi Res to Printph Affa Chan
Above Fiona Fang on set with Tatler (Photo: Affa Chan/Tatler Hong Kong)
Tatler Asia
Fiona Fang (One To Know, June)Hi Res to Printph Affa Chan
Above Fiona Fang on set with Tatler (Photo: Affa Chan/Tatler Hong Kong)

The pair know luxury fashion well: Fang has a background in marketing and international business, including an 11-year career working in product and marketing for Ralph Lauren in Hong Kong and Shanghai, while Liu has worked in her family’s garment manufacturing business for two decades. They decided to start the brand at Fang’s birthday party last year after being encouraged by female friends. “The support of strong women around me has been everything,” Fang says.

“I come from a long line of women who have had to be strong because of the hand life dealt them. It was important for me to create something where I could
support other women.”

Available online, the inaugural collection is inspired by women Fang and Liu admire for their strength: from Jennifer Aniston, who has long been an animal welfare advocate, to Megan Fox, who spoke out about director Michael Bay’s sexualised treatment of her in the Transformers franchise, to Doris, Fang’s own mother, who worked as a legal secretary and an international education consultant. In turn, championing the talents of other women is another facet of the brand. Allegory partners with other women: from its merchandiser, Wendy, to its photographer, Alex. “Here’s hoping my nieces will join me one day,” says Fang.

Allegory, which officially launched on March 8— International Women’s Day—is already a favourite among Hong Kong’s most style-forward women, including entrepreneurs Lindsay Jang and Kayla Wong. With Allegory, Fang and Liu offer women modern, effortless pieces that allow for stylish dressing while helping the environment, ensuring that the definition of dressing with intent goes deeper than just how you look.


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