Issuu on Google+

style & fashion

style & fashion

Following its successful inaugural run last year, the Asia Fashion Exchange (AFX) will once again illuminate Singapore's fashion scene from 11th to 22nd May. This all-encompassing fashion season combines talent development, a trade show and consumer events.

Asia Fashion Exchange ne Stop Asia’s O Hub Fashion

20 |

EXPRESSION FEBRUARY - MARch 2011

AFX is a joint private and public sector initiative involving the Textile and Fashion Federation of Singapore (TaFf ), Mercury Marketing and Communications and government agencies, International Enterprise (IE) Singapore, SPRING Singapore (SPRING) and the Singapore Tourism Board (STB). ‘Singapore has long been known as a shoppers’ paradise but with AFX, we hope to go beyond just shopping by cultivating young designers from Asia and providing them with a platform to break into the international market. With an increasing interest in Asia and Asian designers and fashion, there is no better time than now for Singapore to stake its claim on the world fashion map’, said Ms. Ranita Sundramoorthy, Director of Attractions, Dining and Retail, Singapore Tourism Board. AFX is made up of four pillar events. These are Blueprint, a trade show which brings the world’s buyers and design talents to Singapore to do business in Asia; Asia Fashion Summit, a premier business conference that generates thought leadership content and insights on fashion topics for industry professionals; Audi

FEBRUARY - MARch 2011 EXPRESSION

| 21


style & fashion

style & fashion

Fashion Festival, a showcase of world-class collections by top international designers and labels; and Star Creation, a fashion design competition to spot budding talent. Blueprint 2011 will take place on 19th and 20th of May and will be more than double in show size compared to last year’s inaugural event. In order to create buzz for the fashion public in general, the trade show will once again throw open its doors for a unique shopping experience to consumers as Emporium on 21 and 22 May. Fashion fans will have the rare opportunity to buy limited edition pieces from exhibitors, most of which are not available locally. Indonesia will follow three from four zones in Blueprint; Blueprint Presents where there will be Some Are Thieves as ‘under-the-radar contemporary young fashion’ brand from Indonesia, Blueprint Next Gen where Danjyo Hiyoji, Geulis, Isis, KLE, Monday to Sunday and STAB will be the representative brands with innovative and forward-looking fashion from Indonesia, and Kaligula, Seba Shoes and Soe Hoe will also stand for Indonesia in the Blueprint Accessorize zone.

22 |

EXPRESSION FEBRUARY - MARch 2011

All won a S$10,000 cash prize from Audi Singapore, as well as a one-year work attachment plus S$2,500 monthly stipend with leading fashion retailer, FJ Benjamin. Their maiden collections under the guidance of FJ Benjamin will be unveiled, together with competition outfits from this year’s finalists later in May as part of the Audi Fashion Festival 2011 on May 13 - 19.

Spearheaded by TaFf, Star Creation (May 11) is a fashion design competition which uncovers fresh local and Asian talent and grooms them to become the fashion stars of tomorrow. At its debut event last year, Star Creation drew 75 entries Asia-wide, of which 12 finalists were shortlisted. Eventually, three winners were picked: Audrey Lim, 21, from Singapore; Kitty Miao Mei Rong, 33, from China and Daniel Ngoo, 23, from Malaysia.

The Asia Fashion Summit (May 18 – 20) is a premier business conference that creates knowledge, provides insights and shares expert views on fashion topics that are important to fashion industry professionals in Asia. The 2011 summit will bring in more than 30 experts from the fashion industry around the world. The three-day event, with its carefully structured format of Keynote Presentation, Interactive Panel Session, Small Group Workshop and Masterclass to deliver value to delegates, is a must-attend event for fashion industry professionals.

FEBRUARY - MARch 2011 EXPRESSION

| 23


Asia Fashion Exchange