Sydney retailer So Familia shops in Hong Kong

The directors behind boutique retailer So Familia in Newtown, Sydney have been spotted shopping for new brands to stock at Hong Kong fashion trade fair Centrestage.

Director Isabella Coleman said the plan to fly to Hong Kong was driven by customer feedback.

“We're leaning towards the Asian market with customers at the moment,” Coleman said. “I think it's time for the Asian market to really have its moment.”

So Familia doesn't currently stock any brands from Asia, with many of its ranges coming from local designers. The boutique also sells a range of vintage one-off pieces. 

Coleman said she and her fellow co-founder, Kara Otter, have seen a few worthy fashion brands at the Hong Kong show this week, and will deliberate on who they will stock in the coming weeks. 

“I feel like all the brands are so different from what we have back at home,” she said.

“It's very layered. It's very asymmetric. It's different patterns. I feel like the designs coming out of Australia are nothing like the Asian market.

Coleman added that the Asian fashion market overall is quite over the top in terms of styles, patterns and colourways. This is in contrast to Australia, where she is seeing more block colours. Her aim is to pair the two aesthetics with the introduction of Asian fashion.

So Familia currently stocks Niamh Galea, an Australian fashion label that is also showcasing its latest styles at Centrestage through a pavilion launched and hosted by the Australian Fashion Council.

The Newtown store also stocks the likes of Karameleon, Coleman’s cousin’s brand, and Melbourne handmade bag brand Bichon.