SHARE YOUR PRIDE WITH HULA x WILF CHO

by HULA Marketing on Jun 14, 2024

In celebration of PRIDE month, HULA has partnered with a handful of creatives to share their PRIDE in the creative industry. 🏳️‍🌈

Freedom of expression through fashion and all things encompassing creativity has always been most celebrated and talked about within the creative culture.
The mission of SHARE YOUR PRIDE WITH HULA is to connect our audience to stories and inspirations behind creatives while stimulating productive discussions around pre-owned fashion and what sustainable fashion means for
different individuals.

With PRIDE we introduce our first creative @WILF CHO is a film director and visual artist based in Hong Kong. He is currently the Content Director at ELLE MEN. His work focuses on exploring the human experience through visual storytelling, drawing inspiration from diverse cultures to create narratives that challenge perspectives and deeply connect with audiences. He curates content that celebrates the intersection of fashion, art, and the human condition.

1. HOW DO YOU EXPRESS YOURSELF IN BEING CREATIVE?

The only rule is there are no rules.

For me, creativity is an unbound exploration without limits. I allow my mind to marinate in the experiences, inspirations and ideas that present themselves, then channel that into my work. Whether directing films or crafting visual art, I aim to express the depths of human emotion and illuminate new perspectives. This organic, intuitive approach is key to infusing my creative output with authenticity and resonance.

2. WHAT IS YOUR RELATIONSHIP WITH SUSTAINABLE FASHION?

My relationship with sustainable fashion is a complex one - a mix of love and fascination. I'm drawn to the stories and histories embedded in pre-owned items from thrift shops. Like dating someone with an intriguing past, these previously-owned garments hold a certain allure and character that mass-produced fashion simply can't replicate. Exploring the unique qualities of secondhand pieces allows me to infuse my personal style with authenticity and a sense of narrative that aligns with my creative ethos.

3. ''PRIDE'' WHAT DOES THE TERM MEAN TO YOU?

Pride, to me, is free from labels or judgement; it is about owning and embracing your authentic self. It's about having the courage to be who you truly are, without apologies or compromises. Pride transcends societal norms and expectations - it's about being proud of your identity, your experiences, and the unique way you navigate the world. That, to me, is the essence of pride.

4. CAN YOU TALK ABOUT YOUR CURRENT FASHION INSTINCTS AND CURRENT TASTE? WHAT EXCITES YOU WITHIN FASHION & CULTURE TODAY?

I don't adhere to a specific fashion taste - instead, I'm drawn to a certain randomness and order that coexists. What truly excites me about the industry is its constant evolution and innovation. Each season, fashion manages to blend the old and the new in captivating ways, creating styles and statements that feel fresh and surprising.

5. WHAT ARE YOU MOST PROUD OF IN YOUR JOURNEY?

What I'm most proud of is simply being alive and having the opportunity to experience the world. The moments I cherish most are the ones where my work takes me to unexpected places, and I wake up disoriented, unsure of the city or time zone I'm in. The displacement and discovery fill me with a profound sense of gratitude for the privilege of living an adventurous life. It's those low-key proud moments that make the journey so rewarding. ( Writing this somewhere in Seoul )

6. YOU SHARED YOUR TOP5 FAVORITE PICKS OF HULA. CAN YOU EXPLAIN A BIT MORE WHY YOU CHOSE THESE FAVOURITES?

The selections I chose from HULA resonate with me because they embody a sense of vibrant randomness that aligns with my personal style. I'm drawn to pieces that defy conventions and combine unexpected elements in a cohesive, almost serendipitous way.