Creativity at Hong Kong’s Daydream Nation: Interview with Kay and Jing Wong

It would be fair to call fashion arts house Daydream Nation as a hub for creative visionaries. Headed by brother and sister team Jing and Kay Wong, the pair of designers take on a multidisciplinary approach to fashion with backgrounds in music, dance, theatre and puppetry. Highlighted as well in Vogue Italia’s “Vogue Talent 2010”, they currently sell in over 20 countries and most recently on ShopDesCreateurs.com. Their flagship store at Wan Chai, Hong Kong also hosts workshops to encourage those who don’t have a chance to enjoy an artistic outlet. I got to spend some time with the duo on what it was like meeting Karl Lagerfeld and where they think Daydream Nation is heading.

Daydream Nation has founded a fiercely original brand that prides itself on creativity and a multi-disciplinary approach. Were both of you hesitant at the beginning that a predominantly commercial city such as Hong Kong might not accept you?

At the beginning we didn’t know if Hong Kong will accept us as we are, so we played safe and started our brand in London where we studied Design. Turns out Hong Kong Buyers and Hong Kong consumers are far more open than we expect and soon Hong Kong has become one of our main Markets.

Daydream nation has received awards such as Vogue Italia’s “Vogue Talent 2010” and Hong Kong’s Ten Outstanding Designers Award. What are the key elements that both of you believe has attributed to your success?  

To keep on playing like a child, but stay disciplined like a pianist.

Your flagship store at Wing Fung St seems reach out to the Hong Kong community, with a series of workshops (soap making, DIY etc), events and collaborations. Why do you feel that it is important to connect your clothes and stories with people? 

Daydream Nation is not about the 2 of us, it is about the Nation of Daydreamers.  We’d love to build this community of art and culture lovers where everyone is happy to share and bounce ideas and stories, which is what our brand is about. 

What are your personal favorites pieces from the latest Autumn / Winter 2011 collection?

Kay loves ‘The Dress you Wore’ & ‘Last Breath Tassel Cardigan’; Jing loves the ‘Raven Cape’ & the ‘Crown’.

What were your reactions when Karl Lagerfeld’s assistant purchased a necklace at the Daydream Nation stall during Paris Fashion Week?  

It was still too surreal for us to handle.  We thought the guy must be a fake or was kidding.  We did bump into Karl at CHANEL studio’s lift lobby when we took our collection over after they invited us over to show them our accessories again, and both Kay and I literally drop-jawed like two Chinese tourists.

What are key elements that both of you revisit time and time again that make Daydream Nation’s signature trademark?

Always look back to the story we are telling… are we really telling it or did we do that just because we thought it looked nice?  And obviously a lot of handwork.

Each collection tells a rich story with a narrative arc. What do you hope to achieve through your stories?

I hope to achieve what a parent hopes to achieve when he/she tells the child a story.

How has your backgrounds in dance and theatre influenced the way both of you view fashion? 

We are naturally inclined towards doing dramatic pieces because of our experiences in theatre.

Where do you see Daydream Nation in 10 years time?

To have our own Daydream Nation Building with cafe and live music, our own gallery space, workshop spaces, shop obviously and our studio on the top floor…  and in ten years time to have shops in China to sustain our building.

Daydream Nation has just started retailing at international fashion e-tailer Shop Des Createurs. To view their pieces, please click here.

Image Source: Daydream Nation Autumn/Winter Collection