This paper employed the conceptions of “extended self” (Belk, 1988) and expressivism (Taylor, 1989) to demonstrate how local fashion designers in post-colonial Hong Kong express their life experience and cultural identity through their designs. Through conducting long interviews (McCracken, 1988) with five local designers in Hong Kong our findings show that design collections have become an “extended self” for these individuals. The material representation that created by the individual become an inseparable self for the owner. The commercialization of these “extended selves” extends our current conception of self identity in marketing literature.

• Wing-sun Liu(The Hong Kong Polytechnic University)
• Eric Li(University of British Columbia)
• Elita, Yee-nee Lam(Technological and Higher Education Institute of Hong Kong)
• Magnum, Man-lok Lam(The Hong Kong Polytechnic University)