CONCEPT

is a green magazine full of ideas and photography that are contemporary, creative and fun. Red Thread is a Chinese legend that God connects those who truly love each other. It is also a connection between human and nature. Not only love your partner, but also love the environment and the next generation. It aims to arouse public’s awareness of protecting the environment through bringing newest and most exciting eco concepts and ideas including fashion, beauty, environment and culture, to breakthrough and not following the entertaining herds in the magaz ine realm in Hong Kong.

The audience are green young enthusiast. They are innovative, unique and stylish. They are not the tradition followers; however, they love traditions that are willing to break the rules but maintain the traditions. For example, they like the creative humorous brand: G.O.D; and like to read some off-trend, playful magazine: Milk magazine.

Red Thread

This is a magazine publishing in Hong Kong every two months that starts from 2014 January. It is sponsored by World Wide Fund for Nature Hong Kong which is an experiential organization that supports and cooperates with a lot of companies to bu i ld a susta inab le community.

M o re o ve r, Re d T h re a d i s go i n g to collaborate with different brands in each issue. In the first issue, it will collaborate with local fashion brand: G.O.D. Goods of Desire. It also means "to live better" in local dialect. Its design is eco-chic, east meets west, and age-old traditions meet cutting-edge technology with humour and creativity.

FEATURES

Sustainable fashion becomes more and more important nowadays. Fashion industry has produced a lot of waste that harm the earth. It is estimated that more than 1 million tons of textiles are thrown away every year. Textiles waste (2013). Therefore, this magazine is going to inspire the most green issue and eco trend in Hong Kong.

The first issue will focus on Hong Kong wedding in which Hong Kong people carry their wedding in both western and Chinese style. However, the majority of young people do not really perceive the story and meaning behind Chinese wedding traditions Chloe Law (2012) Research project “Green Wedding”. There is an article to tell audience about Chinese wedding culture and meaning behind each manner. Moreover, it was inspired by recycled and reused material that can be redesigned as wedding dress or accessories. In order to show audiences that traditions can be eco yet edgy, a contemporary photography will be presented, along with a substanial article to introduce Chinese wedding culture in an artistic way. There will be a total of 3 topics for the photography.

WEDDINGDRESS IN GREEN

1.Red envelop means good luck. Model will be printed whole body in white and wears handmade red envelop wedding cocktail dress with red makeup.

2.Good things come in pairs meaning forever love. Models wear and carry things in pairs.

Chinese Almanac is a book for couple to divine their future and choose the best day for wedding.Models wear handmade accessories by using Chinese Almanac.

Red umbrella means good future for the marriage. Bride will carry a red umbrella in the photo shoot.

3. Shark fin is one of the luxury dishes in Chinese wedding banquet which brings power, status and generousity.

Shark fashion inspiration with eco fashion brand styling. To encourage people not to eat shark fin in the wedding banquet in order to protect extinction animals.

Second feature is beauty. A message will be brought out that beauty is not how classy and fabulous you are. It is a natural gift for everyone. Inner beauty is more important than external appearance. Beauty is love, care and share. Not only love people among us, but also love the environment, the place where we live in.

To encourage people to love the nature and to build up their inner beauty, a series of beauty art work will be shown in the magazine. Use illustrated image of different celebrities in Hong Kong and other countries who support sustainable environmental development. For example, Kelly Chan, Fiona Sit, Natalie Portman and Stella McCartney. To create a quirky and playful style, recycled and natural materials will be decorated as hairstyle, make up and accessories. Not only luxury thing can present beauty. Try to discover beauty around us. After restyling and redesign it, everything can be beautiful.

BEAUTYA NATURAL GIFT

There are a lot of different and interesting issue about environment will be explored in this magazine. In the first issue, it is about plastic bag and urban development.

ENVIRONMENTA BOTTOMLESS PIT

Plastic bag represents a huge threat to the environment. This threat is not only related to the sheer volume of them ending up in landfill, but also to the resources needed to produce, transport and recycle them, and the emissions resulting from these processes. Finally, Human is going to bear this consequence. It was inspired by plastic bag installation. Plastic bag will be placed on trees and with a human head covered by plastic bag. It represents breathless, harmful and hopeless. And to encourage people not to use plastic bag and be alert to this bottomless pit.

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2.Problems of Urban development such as land reclamation and wall effect have also affected our living environment. Some art work will be shown to arouse people’s awareness.

Protecting environment is not only about recycle, reduce and reuse, but it is also about Preservation. Because of urban development and fast pace of life. Something important has being forgotten. The historical building, the culture and the traditions are fading. Modern architecture, financial centre and shopping mall have been replaced. Therefore, this magazine is looking into unique culture in Hong Kong which is worthwhile to be preserved.

1.It was inspired by Chinese mask which dancer wears in opera. Different masks represent different roles. To build a strong community and keep our culture, need everyone’s efforts. Mask will be printed on different people’s face that represent every single person is willing to strive for their collective memory. However, the mask is fading and being damaged in the photography. It means people have to alert with what they have done today as well as to arouse people preserved culture and traditions.

CULTURESHOW ME THIS CITY

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With fast pace of life, people may miss or forget something existing in their daily life. Therefore a series of photography about Hong Kong’s culture and life will be shown in magazine. It shows its remarkable culture and style in a sensational way, such as Cha-chan-teng (Chinese tea house), Temple Street, Ferry pier and Chinese Market.

FUTURE PLAN

For the future plan, Red Thread will go online and have its own website. To explore more interesting issue, we are going to collaborate with different brands and high profile people that support sustainable environment development, such as Uniqlo, Body Shop and famous eco blogger Queenie Chan in order to bring more excitement to our audience.

REFERENCES

Textiles waste (2013) [Online] Available at: www.wasteonline.org.uk (Accessed: 14 Feb 2013).

Chloe Law. (2012) Research project “Green Wedding”

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