The Rua da Felicidade Pedestrian Zone in downtown Macau has been transformed into a platform to showcase the creativity of local fashion labels, as integrated resort operator Wynn aims to provide a unique fashion and cultural tourism experience for both residents and tourists.
The “Rua da Felicidade Fashion Week” is an initiative organised by Wynn in collaboration with the Macau Cultural Affairs Bureau, the Macau Productivity and Technology Transfer Centre (CPTTM), and the Macau University of Science and Technology (MUST).
To kick off the event, a fashion show was held on Friday, May 3, at the pedestrian area of this historic street, featuring 70 outfits from the 2024 spring/summer collections of 10 Macau fashion brands. These brands were selected through an earlier open call.
In addition to the fashion show, selected works and information from these 10 Macau fashion brands are exhibited at the Rua da Felicidade Pedestrian Zone from now until June 2.
“These product displays are designed to give visitors a window into the stylish world of Macau fashion, boost the visibility of local fashion brands, and generate more business leads,” Wynn said in a press statement.
The fashion week aims to “showcase the latest creations from Macau’s fashion brands, revitalise businesses in the community through arts and culture, and offer a unique fashion and cultural tourism experience for Macau locals and visitors,” the operator added.
The Rua da Felicidade Pedestrian Zone is a community project launched by Wynn in collaboration with the Macau government in September last year. It supports the government’s “1+4” moderate diversification development strategy. Located next to the city’s main thoroughfare, Avenida de Almeida Ribeiro, the pedestrian zone offers a variety of new attractions and amenities designed to attract visitors and boost business turnover in the district.
Linking Macau brands to the world
The fashion show on Friday was attended and officiated by government officials, community representatives, and Wynn executives. Among the distinguished guests were Leong Wai Man, Director of the Macau Cultural Affairs Bureau; Lao Ngai Leong, Macau Deputy to the National People’s Congress and President of the Advisory Committee for CPTTM; Chan Ka Leong, member of the Macau Executive Council and Director General of the General Union of Neighborhood Associations of Macau; Linda Chen, President, Vice Chairman, and Executive Director of Wynn Macau; and others.
In addition to the selected local fashion brands, some undergraduate students from MUST also showcased their designs at the Friday fashion show.
Isabella Choi, the designer behind Nega C. Fashion, one of the 10 selected fashion brands, expressed her excitement at seeing her designs displayed on Rua da Felicidade. Nega C. Fashion, established in 2011, is a leisurewear brand designed for women.
“We have participated in some street shows before, but it is the first time for us to join a show of this grand scale with other fashion brands,” Choi said. “It’s a remarkable experience.”
“Many people attended and watched the fashion show today, so it’s a really good promotional opportunity for small brands like ours,” she added. “As our designs reflect the fashion styles of women in Macau, it’s a perfect fit for our brand to be featured in the Rua da Felicidade Fashion Week.”
Kitty Ng, the designer of local haute couture brand La Mode Désir, shares a similar perspective. The brand’s spring/summer 2024 collection focuses on qipao, also known as cheongsam, a traditional Chinese dress for women that has evolved over the centuries.
“Rua da Felicidade is an antique street in the city, and qipao perfectly matches the ambiance of this street. That’s why we came up with these designs for the fashion show,” Ng explained. “It’s truly a precious opportunity for us to be part of this.”
“[This event] can help promote the designs of Macau fashion brands because many tourists visit this district,” Ng continued. “Through this activity, I’m confident that not only locals but also travellers will become more aware of us and the Macau fashion scene.”
More activities for Labour Day holiday
Furthermore, during the Labour Day Golden Week holiday from April 29 to May 5, Wynn is also organising a series of exciting activities at the Rua da Felicidade Pedestrian Zone. These include an outdoor market showcasing cultural and creative products, cultural performances, and cultural tours. Complimentary shuttle bus services are also provided by the operator during this period, connecting Wynn Macau and Rua Das Estalagens.
“The goal is to give locals and tourists an opportunity to truly experience the vibrancy of Rua da Felicidade, while also promoting economic diversification for the community,” Wynn stated.
“Through arts and culture, Wynn hopes to entice more visitors to Macau and the [Guangdong-Hong Kong-Macau] Greater Bay Area with the addition of rich new tourism experiences and vibrant festivities,” the operator added. “Wynn will continue to enrich Macau’s cultural tourism offerings and expand the cross-sector integration of ‘tourism+’ to boost the city’s economy and the sustainable development of the tourism industry in the long run.”
*This article is part of the MNA Wynn Macau Tourism Plus Partnership Series
