in Singapore! - Sun Media Pte Ltd

Fashion
Fashion Flowers
Along Orchard Road
Orchard Road was transformed into an outdoor catwalk and there was a
special Indonesian connection at the event, reports Priya Ramakrishnan
Traffic was literally brought to a standstill on Orchard Road as
long-legged models strutted out in their finest to a cheering
crowd at the Samsung Fashion Steps Out (FSO) 2013 held on
Saturday night 4 May .
Many of Singapore’s favourite local and international
fashion brands were paraded by 170 models, who had the whole of
Orchard Road to themselves for almost two hours. The other highlight
was the official Singapore launch of the Samsung Galaxy S4 LTE. The
FSO was one of the closing events of the six-week long Samsung FSO
series of events.
Orchard Road itself was decked in fashionable ‘clothes.’ Some of the
trees lining the catwalk path were wrapped in gorgeous flowery prints
with vivid hues and effervescent paints and some were designed by Yovani
Andrian Siswanto. The 19-year old Indonesian student from Raffles Design
Institute (RDI) was inspired by Singapore’s national flower, the Vanda
Miss Joaquim orchid. Yovani’s design was part of ‘Fashion Prints - A Trunk
Show’ that was held in conjunction with the FSO.
“I think it’s beautiful and so it became the muse for my artwork. The
flower represents so much about Singapore - from her young history to the
many races living together in perfect harmony. It makes a good national
icon,” she said.
This is FSO’s fourth year and was presented by Orchard Road Business
Association (ORBA), with the support of Singapore Tourism Board
to promote retail on the namesake street. “Orchard Road Business
Association is pleased to celebrate the best of Spring Summer 2013
with Samsung Fashion Steps Out 2013, which had myriad MasterCard
shopping promotions for the retail stores on Orchard Road,” said Mrs
May Sng, Chairman of ORBA. Ms Irene Ng, Vice President, Marketing,
Samsung Asia Pte Ltd, said that the iconic event was a chance for
Samsung to present a combination of style and technology with a creative
fashion touch.
She added, “We worked closely with young student designers from
Raffles Design Institute, and chose designs that we incorporated into the
design elements of accessories for the Samsung GALAXY S 4 LTE.”
Crowds of Singaporeans and tourists viewed the latest collections from
brands such as Fausto Puglisi; Victoria, Victoria Beckham; Coach; J.Press;
Robinsons; Marks & Spencer; Adolfo Dominguez; Maria Grachvogel and
Blugirl. Official Make-up Shiseido and Official Hair Shiseido Professional
dolled up the models in the season’s trendiest colours and hairstyles.
32 IndoConnect VOL. 1 No. 4 2013