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Eileen Liu

EVENT Art of the Trench Hong Kong
	WHERE Burberry flagship store, Pacific Place
 
Happenings: In 2009, Burberry took a curious turn by launching a photo-sharing website, inviting people from around the world to submit portraits of themselves wearing the brand's best-selling trench coat. It has had more than 24.8 million page views from users in over 221 countries since its launch, celebrated by events hosted worldwide.
The brand brought this digital platform - Art of the Trench - from the web to the real world for the first time in Hong Kong, with an event celebrating the city and its creative community.
On display were portraits of 30 locally established and emerging creative pioneers shot by Hong Kong photographer Wing Shya against the backdrop of the city's streets. Guests including Joey Yung, Stephen Fung, and Wyman Wong explored the portraits up-close via interactive touch screens. They also sipped Champagne while enjoying an electrifying live performance by British band Wolf Alice. 
 
OVERHEARD The photos look amazing. I better submit mine to the website as soon as possible!
 
CHIC CHAT with Wing Shya
What are the challenges of photography and videography and which excites you more?
I enjoy [making] videos more because there is more space and variety. It’s more difficult, but also more flexible. 

What is your inspiration behind “Art of the Trench”?
Some locations are where I lived in my childhood. I took snapshots of these 20 years ago, and I redid them with this project. Twenty years ago, I had certain images before shooting the photos. But this time, I just set myself free. 
Do you see yourself as a fashion photographer?
Personally, I’m not fashionable, but I like fashion for its colours and form. In the photo shoot, I focused on the people rather than their outfits.
What does this project mean to you?
It has helped me to look at traditional Hong Kong from today’s point of view. The models are so different in age and looks. That variety is what [drives] Hong Kong.
 
 


Burberry brings 'Art of the Trench' to HK

Eileen Liu