H&M backs Elle Style Awards despite glitch-hit debut

Despite a range of technical mishaps which saw more than half the invited guest leave, major sponsor H&M is sticking by Hachette Filipacchi's Elle Style Awards, held in Cyberport on Friday night.

Backed by major sponsors H&M, Mini and jewelery brand Forevermark, the inaugural Style Awards was plagued with technical glitches, awards mishaps and awkward chemistry between the presenters which resulted in many attendees leaving before the half time intermission.

H&M marketing director Lars Strand admitted the technical issues were unfortunate, but said the partnership with Hachette Filipacchi would continue.

"We stand behind the Hachette Filipacchi group and the event. I wouldn't do it if it was just a one hour event, it's a very small part of a six month long partnership," Strand added.

The event had started in a strong way, with the cream of Hong Kong's crop of influencers out in force, as were throngs of local paparazzi. But by the halfway mark, those same influencers had quietly slunked out the back door.

"From a PR and advertising view, it was very strong. The technical glitches are something you can improve on. Their agency is good and the vision is nice."