The Hub launches The Greenhouse

Hong Kong trade show The Hub is launching The Greenhouse, a new initiative dedicated to young, progressive labels

from across the world, for its second edition taking place in February at Asia World Expo.

The Greenhouse will resemble a “chic showroom” in Paris or London and will have a lounge area as its focal point in which designers, buyers, and press can mingle, sharing experiences, discussing business.

There will be around 50 designers represented in the area, including Belle Sauvage, American label Jamil Juma, as well as a selection of labels that show at London Fashion Week from Project Crossover, which represent labels including Haizhen Wang, PPQ, and Jean-Pierre Braganza.

Peter Caplowe, co-founder of The Hub, said: “One of the key aspects of The Hub is that, although based in Asia, we don't favour local labels. Anyone showing at The Hub is here on merit alone – as such, we are delighted to have found such a wealth of world class talent in the region and are certain they will make waves globally, especially with a new platform, The Greenhouse, at which they can show alongside the world's best emerging designers.”

Exhibitor, Jamil Juma from New York's Juma added: “We look forward to participating in the Greenhouse. It's a great way to reach out to Chinese companies as well as International participants in a well curated show.”

The Hub was launched last season as an invitation-only trade show targeted at cult fashion brands seeking to expand into the Asian market. Brands showcasing this season include Y-3, Barbour, Chester Barrie, Penrose, Peter Werth, Duffer of St George, and Eleven Paris. The show’s second edition will take place from February 25-27 at Asia World Expo.