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11 January 2010 – The fashion runway lights up in April when Singapore’s definitive fashion initiative Asia Fashion Exchange (AFX) is launched as part of a joint effort by International Enterprise (IE) Singapore, SPRING Singapore (SPRING), the Singapore Tourism Board (STB) and the private sector. To be held annually, the AFX will help the industry to develop a strong base of local design talent, stimulate demand for local fashion brands locally and internationally, and position Singapore as a gateway to Asian designers and markets.

Last March, a consultancy study was commissioned by the three agencies to better understand the needs of the local fashion industry with the aim of bringing it to greater international heights. The four-month study covered major international and Asian fashion events, and involved fashion professionals from Singapore and London in mapping out industry gaps and identifying opportunities for Singapore to evolve as a sustainable design-led fashion industry.

The AFX is designed to address some of these industry needs and will comprise both business-to-business and business-to-consumer components, as well as talent development programmes to identify promising local and regional talent. With Asia’s potential as a viable market for the fashion industry and growing pool of talent, AFX aims to be a premier fashion event for the region.

“International fashion professionals see strong opportunities in Asia. Singapore, with its strategic location, is ideal as a fashion exchange hub and springboard to the region. With our strong MICE infrastructure, Singapore offers a unique setting where the leaders of the fashion business can congregate for an exchange of ideas and products.” said Mr Andrew Phua, Director of Tourism Shopping and Dining, at the Singapore Tourism Board who elaborated that the buzz surrounding AFX is expected to attract both business and leisure visitors to Singapore. “We recognise that as a new brand, the AFX will take time to grow and root itself in the minds of fashion professionals. The New York and Milan Fashion Weeks took years to develop their strongholds of the industry and we hope that the AFX will quickly step up to fill a current gap in the industry and become a fashion exchange hub of the region. As it does so, the AFX will not only provide a boost to the industry, but also unite the various elements of the industry to bring the local fashion industry one step closer to the international playing field.”

For its launch in 2010, AFX will showcase events such as BlueprintAsia Fashion Summit, Audi Fashion Festival, and a fashion design competition to identify promising local and regional talent. Further details of these individual events will be unveiled over the coming months.

Blueprint – A Business to Business Networking and Trade Platform for International Fashion Industry

Blueprint is a business-to-business fashion tradeshow targeting regional and international fashion professionals and the first of its kind bringing together the best of Asian designers and international buyers. Blueprint is organised by Mercury Marketing and Communications and supported by the Textile and Fashion Federation (TaFf). It will run from 29 April to 1 May at the Pit Building.

Some 50 exhibitors and 1,000 buyers and visitors from regional and long-haul markets such as Europe and the United States, are expected to attend the trade show which will showcase evening and formal wear, contemporary and ready-to-wear collections as well as mid- to high-end jewellery and accessories.

On 1 May, the event will open to the public as Blueprint Emporium. This ticketed event will offer consumers a rare chance to sample the offerings of cutting-edge brands, many of which are not available commercially in Singapore. It will also allow exhibitors to test their brands on the Singapore market. Blueprint Emporium is looking to attract some 3,000 visitors.

"The anchoring of a fashion trade show in Singapore in conjunction with other fashion events under AFX represents a collective approach to develop the local fashion industry. Through the Blueprint platform, leading designers from Singapore and Asia are able to congregate in one place to showcase their latest collections, exchange ideas and break new grounds to cater to the needs of the international market", said Mr Tan Soon Kim, Deputy Director, Lifestyle Division of IE Singapore. "This show differentiates itself by being Asian-centric, showcasing the best of Asian designers, while facilitating access to the international market. As Blueprint develops and draws top global buyers and business partners in the years to come, the international fashion industry can look forward to an established Asian fashion trade platform in Singapore to further their growth."

Asia Fashion Summit – Bringing Together Fashion Industry Professionals in Asia

The Asia Fashion Summit aims to bring together fashion industry professionals across Asia to exchange ideas, network, keep abreast of emerging industry trends and business management strategies to gain foothold in the Asian markets. Organised by TaFf from 28 to 30 April, the inaugural summit will be the converging point for 200 senior managers, creative directors, and principal designers of fashion retailers, brand owners and buying houses.

Participants can attend speaker sessions, forums and workshops touching on topics such as fashion brand building, trend forecasts, eco-fashion sustainability and fast retailing to the increasingly savvy consumer.

“Singapore’s textile and apparel industry has evolved much over the past 20 years, from a manufacturing based industry to one which emphasizes retail and innovation and design creativity. The various elements of Asia Fashion Exchange are intended to help the industry shore up their capabilities and will create many businesses and brand building opportunities for our members. This is a joint effort by the government with the close support of the industry, making it a meaningful endeavour. The success of AFX will be the success of our members and I look forward to this new phase of development for the Singapore fashion industry.” said Mr Benny Pua, President of TaFf.

Audi Fashion Festival – Enhancing Consumers’ Fashion Experience in Singapore

Launched and organised by Mercury Marketing and Communications last year, the Audi Fashion Festival (AFF) returns for a second instalment this year at Ngee Ann City from 28 April to 2 May 2010. The AFF will showcase world-class collections by top international designers and labels, amidst glittering red-carpet parties attended by supermodels and members of the fashion elite.

Fashion Design Competition – Recognising and Grooming Local and Asian Fashion Talent

The fashion design competition is an industry effort driven by TaFf, and supported by the private sector to identify and develop the best design talent across Asia, and aims to anchor regional talent in Singapore by attracting them to build their base here.

The competition in April will showcase the creations of aspiring local and regional fashion designers. They will vie for prize money and a coveted one-year internship with a leading Asian fashion house. In addition, the winners will receive mentorship and resources to design and produce a collection to be showcased at the next AFX to an international audience.

"At the heart of every established fashion city and successful fashion industry is a thriving magnet of design and creative talent. This competition will be a much anticipated platform for many aspiring designers and fashion names-in-waiting to showcase their collection, link with international brand names and potentially catapult to fame. Through this programme, we hope to draw top talent from the region which will further strengthen Singapore’s positioning as an exciting Asian nucleus of fashion and design talent,” said Mrs Kee Ai Nah, Director of Lifestyle Division, SPRING Singapore."

Key AFX Event Timelines (28 April to 2 May)

Audi Fashion Festival - 28 April to 2 May

Asia Fashion Summit - 28 to 30 April
Blueprint - 29 April to 1 May
Fashion Design Competition - 29 April

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Annex A: Quotes by international and local industry players, extracted from research phase of study

Mr Ashley Isham, Singapore Fashion Designer 
“One of the things that would be really great for an event in Singapore would be to attract the very best of designers from all over Asia, including those with an Asian heritage who are based elsewhere… Then there needs to be lots of support for the new as well as the established. Cross generational fertilisation is important: the established labels would mentor the newer ones. Everyone has to help each other.”

Ms Harriet Quick, Fashion Features Editor, British Vogue
On what would make Singapore a fashion city …”I think if it had a wider Asian pull, then that would be interesting. I would want to see talent from Thailand, Indonesia, India … There is that very respected and successful group of Asian/American designers: Jason Wu, Philip Lim, Alexander Wang … and they are all manufacturing in the Far East I think. If you could get them all to show together, that would be amazing.”

Mr Simon Ward, Joint Chief Executive, British Fashion Council
“Also, you have to accept that building a sustainable event takes time. London Fashion Week has taken 25 years to get to where it is. There are so many international factors at play, ie economic cycles, exchange rates. Even relatively small initiatives take a five-year period to become established. We have introduced an area in the exhibition for ethical collections, called Esthetica, which has been going for 6 seasons but started very small and is just now beginning to get established.”

Ms Alison Rodrigues, Business Development Consultant for Malaysian designer, Khoon Hooi
On what can be improved on the Asian front in the long run... “We would like the event organiser to be able to bring quality, genuine buyers with budgets to purchase Asian designer’s creations. To facilitate not only direct purchase but also franchise/ licensee opportunities and design consultancy services.”

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AboutAsia Fashion Exchange
Asia Fashion Exchange (AFX) is an initiative aimed at developing the long-term sustainability of Singapore’s fashion industry by building capability and profiling local talent on an international platform, here in Asia. It is a joint effort by International Enterprise (IE) Singapore, SPRING Singapore (SPRING) and the Singapore Tourism Board (STB), with the strong support of local stakeholders, to establish Singapore’s standing as Asia’s fashion gateway. 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 a fashion design competition to spot budding talent.

About Us

International Enterprise Singapore
International Enterprise (IE) Singapore is an agency under the Ministry of Trade and Industry spearheading the development of Singapore’s external economic wing.

Our mission is to promote the overseas growth of Singapore-based enterprises and international trade. With a global network in over 30 locations and our “3C” framework of assistance – Connections, Competency, Capital, we offer services to help enterprises export, develop business capabilities, find overseas partners and enter new markets. At the same time, we work to position Singapore as a base for foreign businesses to expand into the region in partnership with Singapore-based companies.

Please visit www.iesingapore.com for more information.

SPRING Singapore

SPRING Singapore is the enterprise development agency for growing innovative companies and fostering a competitive SME sector. We work with partners to help enterprises in financing, capabilities and management development, technology and innovation, and access to markets. As the national standards and accreditation body, SPRING also develops and promotes internationally-recognised standards and quality assurance to enhance competitiveness and facilitate trade.

 For more information, please visit http://www.spring.gov.sg/

 Singapore Tourism Board
The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore’s key service sectors. Known for partnership, innovation and excellence, the Board champions tourism and builds it into a key economic driver for Singapore. STB aims to differentiate and market Singapore as a must-visit destination offering enriching experiences through the “Uniquely Singapore” brand.

For more information, please visit http://www.stb.gov.sg/