(Hong Kong, September 1, 2017) As a fashion landmark, Fashion Walk has always been a place to discover the latest trends. Riding on the success of its annual Fashion Intelligence Index, Fashion Walk will launch the first-ever Fashion DNA Interactive Platform in Hong Kong, analysing users’ fashion persona and fashion DNA in innovative ways, and challenging shoppers to take a stride on their personal Fashion Walk. Are you ready for your Fashion Walk?

From now until October 2, fashionistas are invited to “check-in” at their favourite Fashion Walk stores by scanning the displayed QR codes with their smartphones. The interactive platform will then connect these “hot spots” to generate a unique fashion pathway. Participating tenants will be categorized under different personality traits, including Passionate (P), Edgy (E), Robust (R), Chill (C), Genteel (G), and Sensuous (S). The platform will analyse and create a personal fashion DNA combination based on the stores visited to build a style profile for each individual shopper. Examples include, PER (Passionate-Edgy-Robust), which represents a chic and fashion forward orientation, and CGS (Chill-Genteel-Sensuous), which represents a rather more cold and dystopian take on fashion. Join us now at Fashion Walk to bring to light your individual Fashion DNA!

During the campaign period, a 100-metre colored pathway will be positioned at Great George Street, Paterson Street, Kingston Street, and Cleveland Street, serving as a meeting point for all fashion lovers to walk their special style pathway. The interactive platform will provide the latest updates on trends and store promotions based on each customer’s personal Fashion DNA. In order to enhance the fun, Fashion Walk will be presenting a series of exciting happenings, which will have instant appeal for all trendsetters and style gurus. A large installation will also be set up at the Fashion Walk Main Block to announce the most popular Fashion DNA of the week. Please refer to the appendix for more details.

A number of the city’s top trendsetters have already discovered their Fashion DNA using the interactive platform and found out the new trends that best match their fashion persona this season. Beauty expert Pony Pong’s Fashion DNA is PGR (Passionate-Genteel-Robust), her artistic and energetic vision makes her the best role model for all young and independent women. Fashion columnist  Charles Lam has a Fashion DNA of CER (Chill-Edgy-Robust), which represents his inclination towards cool, cutting edge, and dynamic styles such as cool-toned athleisure wear, which features innovative designs as well as brands that guide diverse fashion trends. Other influencers including fashion and lifestyle blogger Pamela Cheung, fashion and lifestyle blogger Mayo Wo, jetsetter Suki Wong, fashion stylist Veronica Li, renowned tattoo artist Alfred Nil, and online store owner Teresa Wu have already visited Fashion Walk and let the Fashion DNA Platform give them insights into their unique style aesthetic.

Fashionistas can enjoy a wide range of exclusive offers at selected Fashion Walk boutiques and restaurants by scanning the relevant QR codes. In addition, shoppers can receive HK$100 and HK$300 vouchers by single purchase of HK$500 and HK$1,200 respectively with their designated UnionPay cards. In addition, social media-savvy shoppers are invited to upload their Fashion DNA to social media platforms with the hashtags #hkfashionwalk and #walkyourfashion to share their own fashion route. Please refer to the appendix for more details.