The fashion talent team includes emerging brand founders of TwS, Carmen Chan Jewelry, Adarga, Glush, VOID Watches, and Irregular Choice, with partnering support of Salon Nova, Viss fashion mobile app, OIC Concept Gallery and shops such as Roo and squarestreet etc. Officially launched in October 2013, #ILiveFashion consists of a line-up of events including photoshoot exhibition, style jam party, pop-up walk, meet-with-designers cocktails, and workshops til December 2013. We open this project to public involvement and participation by using hashtag #ILiveFashion on their daily photos taken in Facebook and Instagram, stating their own fashion moment. 

If fashion is a fantasy, living fashion is living in our own fantastical reality. Leading by local jewelry designer Carmen Chan, Project “I LIVE FASHION” shows the world a non-mainstream voice and new perspective of fashion by a team of emerging fashion talents with independent designers, brand & shop founders, fashion bloggers, hair stylists, photographers, artists, and galleries in Hong Kong. With the support of top fashion bloggers and icons including Ruby Gloom, Cindy of Cindiddy.com, Elle Lee of elleiconlee.com, Jasmine Smith of Dressmeblog.me and Grace Chan of lushgazine.com, #ILiveFashion project aims to inspire, enlighten, and inspirit people to create their own reality and definition of self via fashion, swimming against the tide of mainstream fashion and norm sense of beauty.