LAST month, the top three winners of the Ford Models Supermodel of the World Malaysia 2011 were flown to Prague for a fashion shoot. The trio were in the capital city of Czech Republic to model for F&F's Spring/Summer 2011 collection.
For the uninitiated, F&F is an international fashion brand known for its quality collections and affordability. Already an established name in Britain and Europe, F&F (which stands for Florence and Fred) is sold at more than 3,500 Tesco stores around the world including Poland, Hungary, Slovak Republic, Turkey, Eqypt and Malaysia.
When the three Malaysians - Dg Nur Atikah, Gabrielle Boudville and Karen Lugun - landed, it took a while for them to take in all the beauty of the city. They must have concurred with German composer and essayist Richard Wagner who once said: "The ancient splendor and beauty of Prague, a city beyond compare, left an impression on my imagination that will never fade."
The models described Prague as a gorgeous city, although rather quiet in comparison with the buzz of Kuala Lumpur. They found it much easier to get around on foot there rather than by taxi. The city gave the image of a modern day European city with pretty cobblestone streets and lovely architecture from the Renaissance and Baroque period.
In the heart of Prague, sits the only standalone F&F store in the world, inside the Palladium mall.
The girls had the opportunity to meet up with F&F commercial director Hem Patel, who flew to Prague specially for the occasion.
"This is a unique opportunity for the brand and the models. The story of how F&F began is unique. The brand's launch at the Stylo Fashion Grand Prix KL and collaboration with the Ford Models Supermodel of the World Malaysia 2011 have definitely helped us get to where we are today," said Patel in a press release.
"We are all about fashion and supporting the scene. The entire collaboration worked out perfectly. By taking the girls to Prague, it gets the message across on how big and international F&F really is," he added.
On the rationale behind F&F's tie-up with the Ford modelling contest, Patel explained that it was always a good thing to discover "unpolished gems" who otherwise would never have the opportunity to walk the runway.
The winner, Dg Nur Atikah, 18, was discovered in Kota Kinabalu while second runner-up Karen Lugun, 19, was discovered in Kuching. Gabrielle Boudville, 20, the first runner-up, is from Kuala Lumpur.
"I was lucky to have visited the F&F store where we tried on the clothes for the shoot. The Spring/Summer collection is colourful, vibrant and more importantly, wearable," enthused Lugun.
"When I first stepped foot inside the store, I was immediately drawn to the clothes. I would be lying if I said the other girls and I didn't go crazy in the store! When we went back to our apartment that night with bags filled with dresses, tops, jeans, shoes and accessories, we all crashed into our beds, exhausted but fulfilled. And, it was only our first day!" said Atikah, adding, "The range is unbelievable. They are gorgeous, and easy to mix and match."
"Prague is such a beautiful city. It's so clean and quiet! The F&F here even has a huge range of cosmetics and perfumes! It is a complete fashion brand, offering everything from head to toe," said Boudville.
The fashion shoot over the next few days took place at several locations within the city including the Old Town Hall that houses the astronomical clock, Old Town Square and Narodni Street. The shoot comprised smart casual, casual wear and evening wear collections.
Interestingly, the F&F store in Prague stocks not only ready-to-wear pieces but also lingerie, sportswear, swimwear, footwear, accessories and cocktail dresses.
Store manager Martin Balcar said: "With such a huge selection, customers are spoilt for choice. We have outfits for every occasion. And with a little bit of styling, and mix and matching, they end up looking fabulous and ready to roll."
After a successful launch in Malaysia last April, F&F is set to move forward with bigger plans in store.
According to Patel, F&F has garnered favourable feedback from its customers. "The response has been very encouraging in Malaysia. Most of the positive feedback were on the huge array of quality garments available and the affordable prices," he said.
In Malaysia, F&F is only available at Tesco stores. The store in Prague was established five years ago. The standalone concept, he said, has worked well and hinted that expansion plans were under way for Asia.
"We will definitely have more standalone stores when the market and brand is bigger and ready," he continued.
Patel mentioned that standalone stores will most likely mushroom in Asia in the next five years.
In the meantime, Tesco is trying to change how people view shopping for clothes at hypermarkets. The move towards non-food hypermarket shopping is under way and having a big section on fashion apparel in the hypermarket is helping to change people's negative perception.
Sponsored by F&F, the trip was part of the models' prize for winning the Ford Models Supermodel of the World Malaysia competition, which included a contract with the label. The contest was held during the Stylo Fashion Grand Prix KL 2011 in Kuala Lumpur last April.
Priced from RM20 to RM129 (S$8 to $52), F&F is sold at Tesco stores nationwide, except for Tesco Extra Penang and Tesco Banting.
