Thursday, April 14, 2011


Asia Fashion Exchange (AFX) inaugurated in 2010, is a joint private and public sector initiative by key industry players such as the Textile and Fashion Federation of Singapore (TaFf) and organiser Mercury Marketing & Communications, with the support of government agencies, International Enterprise (IE) Singapore, SPRING Singapore (SPRING) and the Singapore Tourism Board (STB). AFX seeks to develop the long-term sustainability of Singapore’s fashion industry by building capability and profiling Asian talent on an international platform and to position Singapore as Asia’s Fashion Capital.

AFX will include events for both trade professionals as well as consumers, featuring events such as Blueprint, a trade show designed to be an international platform based in Asia; Asia Fashion Summit, a business networking conference for over 200 industry professionals; Audi 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.

The Audi Fashion Festival 2011 (AFF) will feature top international and Asian designers showcasing their runway collections at the Tent@Orchard, Ngee Ann City Civic Plaza. From the world’s most revered designers and international top models to red carpet fashion galas and glamorous after-parties, the Audi Fashion Festival will be highlighted as the biggest fashion event of the year, with the support of the Singapore Tourism Board. In the previous years in 2009 and 2010, AFF showcased collections from world-known brands such as Christian Lacroix, Vivienne Westwood, Gareth Pugh, Marc by Marc Jacobs, DSquared, KTZ, Henry Holland, Marchesa, Roberto Cavalli as well as local fashion heroes like Raoul and All dressedup. Attendance for the event was commendable with 9000 guests headed their way for the tent last year and this included foreign media guests from countries like UK, US, Australia, The UAE, China, Korea and Thailand to name a few. Later in May, AFF 2011 will be bigger than ever, with seven days of glittering events and parties, compared to five days last year.

Other new updates include, AFF also boasting a new chairman this year – well-known Singapore composer and fashion impresario, Dick Lee. With his extensive experience in fashion, he will be working closely with Tjin Lee, managing director of Mercury Marketing & Communications, the AFF organizer, to come up with programmes to excite the fashion consumer, both local and international.

Blueprint is a fashion trade gateway for East-West exchange. It uniquely specializes in launching cruise collections and curates fresh and forward menswear, womenswear and accessories including jewelry, shoes and bags from emerging designers destined for international markets.

Blueprint Group Pte Ltd was set up in 2011 as a joint venture by co-organisers Mercury Marketing & Communications and the Textile and Fashion Federation of Singapore (TaFf) and professional exhibition organizer MP Asia Pte Ltd to organise BLUEPRINT. Each partner brings with it different strengths – TaFf with its industry reach and long experience in nurturing and grooming local fashion talent, Mercury with it commercial expertise as a public relations and events company specializing in fashion and lifestyle, and MP Asia with its extensive work as an organizer of high quality, large scale international conferences and exhibitions. This gives Blueprint the invaluable push to take it to higher, global levels, in terms of supplying and grooming fashion businesses as well as marketing and positioning them in the global marketplace.

Asia’s first international fashion trade gateway, brings you the best of cruise collections from East and West: come discover Asia’s rising stars as well as emerging designers chasing after Asian markets. Now in its second year, Blueprint 2011 will host more than 100 brands and more than 200 buyers, from 19 to 20 May at the Marina Bay Sands.

Blueprint’s Weekend Shopazaar at the Marina Bay Sands is a premium retail extravaganza on the 21 and 22 May. Apart from unique sample items and past-season’s designs from the international designers and exhibitors of the Blueprint trade fair, Emporium additionally offers exclusive and limited-edition handmade apparel (for men, women and children), and craft for home, bed & bath, from around the world, including India, Indonesia, Spain, etc.

Tradeshow | 19 to 20 May 2011
Emporium | 21 to 22 May 2011

The Asia Fashion Summit, organized by TaFf, 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, to be held from 18 – 20 May at the Raffles City Convention Centre, 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 Interviews to deliver value to delegates, is a must-attend event for fashion industry professionals.

This year's summit highlights include insights on topics such as the global trend on consumer behaviour, Asia 'new' Luxury, the Asian youth consumer and a new retail concept.   Debates and discussions on critical issues such as market penetration, roles of visual merchandising, m-commerce and social media for the fashion world will form a major part of the summit, and these will be delivered by people at the forefront of fashion knowledge for those who want to lead the fashion revolution and fashion industry development in Asia.

Who should attend?

- Owners / Management of
  Retail  Brands / Fashion   Label Companies
- Business Leaders
- Retailers
- Brand Managers
- Designers
- Buyers
- Entrepreneurs
- Creative Directors
- Retail Suppliers
- Manufacturers 
- Fashion Consultants
- Retail Innovators
- Fashion Authorities
- Trade Associations
- Retail / Fashion Councils &   Advisory Boards
- Management Consultants
- Buying Houses
- Fashion Publications
- Fashion Experts
- Fashion Research &   Development 
- Educational / Design   Institutions

Star Creation is a fashion design competition which uncovers aspiring young Asian talent and grooms them to become the fashion stars of tomorrow. The judging panel includes Colin McDowell, London Sunday Times Fashion Editor and Audi Fashion Festival Creative Director, David Wang, Chairman, Designers and Retailers Group, Textile and Fashion Federation (Singapore), and Douglas Benjamin, CEO of F J Benjamin (Singapore). Join them as they search for the most progressive and innovative talent from the region.

At its debut event last year, Star Creation drew entries Asia-wide, of which 12 finalists were shortlisted. Three outstanding winners were each awarded a S$10,000 cash prize from Audi Singapore, as well as a coveted one-year work attachment plus S$2,500 monthly stipend with leading fashion retailer, FJ Benjamin.

Last year’s winners Audrey Lim, 21, from Singapore; Kitty Miao Mei Rong, 33, from China and Daniel Ngoo, 23, from Malaysia will debut their maiden collections (under the guidance of FJ Benjamin) on 16 May as part of the Audi Fashion Festival 2011 at the Tent@Orchard, Ngee Ann City Civic Plaza.

After a highly successful first year, Star Creation 2011 promises to be more intense and diverse,with higher expectations and standards of submission.

Star Creation is a fashion design competition organised by the Textile & Fashion Federation (Singapore) also known as TaFf. An event of the Asia Fashion Exchange (AFX), Star Creation aims to uncover Asian talents, present them with the opportunity to launch their fashion careers and groom them into tomorrow's top fashion designers.

Submissions will undergo three stringent rounds of judging by industry practitioners and experts. Then, 12 finalists will present a collection based on this year's theme of "Internationally Asian" for final judging. Three top winners will emerge to claim their prize of cash plus a 12-month internship with leading fashion retailer, F J Benjamin (Singapore), and upon completion of the internship, they will have the opportunity to launch their own capsule collection

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