FASHION weeks in London, Paris and Milan may be over but in Singapore, the beautiful season will take off in May when the Audi Fashion Festival (AFF) returns for the fifth year as part of a long-running effort to turn the city into the fashion hub of Asia.
As the likes of Carolina Herrera and Hussein Chayalan glam up the catwalks specially built for the festival, the challenge to keep AFF fresh and relevant, while boosting the tills at sister trade show Blueprint, remains an uphill one.
The game plan this year is to bring everything under one roof and package it as a lifestyle event rather than a glamorous soiree for tai-tais and the fashion elite. Hence, organisers are introducing first time concepts such as a fashion cafe and gourmet food and wine from France and Italy – home of fashion capitals Paris and Milan. There will also be fashion and lifestyle photography exhibitions. In other words, you don’t need to know Lacroix from Lagerfeld to enjoy the festival.
AFF director Tjin Lee says: “The new lifestyle content allows us to reach out to a wider audience, even people who are not necessarily attending the shows, but would like to head down to Fashion by the Bay to soak up the atmosphere of the fashion festival.”
Dressing up AFF
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