Audi Fashion Festival 2014
Today marked the conclusion of the highly anticipated Audi Fashion Festival, a five-day event organized by Singapore’s leading integrated communications agency, Mercury Marketing and Communications. Since its inception in 2009, Audi Fashion Festival has consistently captivated fashion enthusiasts from around the globe, and this year was no exception. Despite the steep ticket prices, dedicated fashion fans found their way into the event, eager to witness the incredible talent gracing the runway.
This year’s lineup featured a stellar array of renowned designers, including the celebrated Prabal Gurung, making his much-awaited return to Singapore, and the legendary Oscar de la Renta, who closed the festival in spectacular fashion. Other notable names included Desigual, Ashley Isham, Ong Shunmugam, Parco Japan featuring Dresscamp, and Thomas Tait, among others. While I couldn’t attend all the shows, I was fortunate to have friends with connections and Harper’s Bazaar, who helped secure me access to two of the events. I’m incredibly grateful to them!
As it happens, this was my first experience attending Audi Fashion Festival, making me an “AFF rookie,” so to speak. Fashion shows generally share similar elements—different venues, audiences, and designers—but I must say AFF14 stood out for its impressive roster of sponsors and the sheer support shown by attendees. The long queues outside the venue were a testament to the festival’s popularity, though I do hope the logistics for crowd management improve next year for a more seamless experience.
On a more positive note, I had the opportunity to catch the Parco Japan showcase featuring Dresscamp, and as expected, it was nothing short of spectacular. Having seen a preview of their work during Mercedes Benz Fashion Week, my expectations were high, but Parco Japan certainly did not disappoint. Every look was mesmerizing, and I found myself in awe of the creativity and execution. It was a treat to watch, especially while trying to spot a friend who was part of the show. (Image credits: WillyFoo LiveStudios)
Key sponsors of the event included: | Audi | Lee Hwa Jewellery | Sony Xperia | SK-II | OSIM | ION Orchard | Jabra | | Schwarzkopf Professional | NARS | Sally Hansen | Kikki.K | Sunglass Hut | Häagen-Dazs | | The Singapore Resort and Spa (managed by ACCOR) | W Hotel | Vivienne Westwood | | Calvin Klein Endless Euphoria | Belvedere Vodka | Moët & Chandon | Cape Mentelle | | Fitness First | San Pellegrino | English Tea Shop | Stella Artois | Singapore Airlines | | Asia Fashion Exchange | Mercury MC |
Salute, Amin.Ayub
The Thomas Tait show, on the other hand, had a slow start but quickly redeemed itself with stunning designs toward the end. At first, some of the looks felt slightly ill-fitted, but as the show progressed, I began to appreciate the intricate geometric patterns and abstract designs that framed the models beautifully. The collection was captivating in its own right.
While I wasn’t able to attend every show, I did catch glimpses of Prabal Gurung, Ashley Isham, Desigual, and Oscar de la Renta via the Audi Fashion Festival Facebook page. Based on what I saw and heard from others, these shows did not disappoint, and I completely agree. During the pre-show, I bumped into several familiar faces, including Vanessa and Herbert from WTF, Azawi David (aka Divonista), and Adrian from Black Pixion. It was also great reconnecting with old friends from SCDF.
Overall, Audi Fashion Festival 2014 was a fantastic experience, and I’m already looking forward to next year. Here’s hoping for an even better view and perhaps more invitations to come my way!
