They mixed business with pleasure in two of the world's most famous fashion capitals.

Local fashion show director Daniel Boey took his company crew to the London and Paris fashion week events on a trip that lasted from the middle of February to the end of March this year.

The 47-year-old told The New Paper: "In my estimate, the fashion featured on all the catwalks (at both fashion events) had only about 30 to 40 per cent of the total collection of the designers.

"I wanted my team to be able to not only observe the offerings, but also view the designers' full range of fashion and how they work in their own salons."

And they certainly did so in style, hobnobbing with British designers Kim Choong-Wilkins and Ozwald Boateng, while taking the time to view famous sights like the Royal Albert Hall in London and the Eiffel Tower in Paris.

Boey even got to dispense a few words of wisdom when he was invited to speak to students of Nottingham and Warwick universities.

He said: "I was told that normally about 30 to 40 students turn up for a talk (by a guest speaker) on average, so to have about 90 students turn up for my lecture was quite gratifying.

"I told them how I stumbled upon my career and how the educational path that one takes may not be relevant to what one ends up doing for a living.

"The course that a student might be taking is not important. It's about following your dream and your passion in life, and it's best to have that sort of natural progression."

Carnival

Boey was also delighted that the crowds at London Fashion Week were not "snobbish or elitist".

"Many people were hanging around - from fashion aficionados to curious onlookers.

"There was such a carnival atmosphere. The standard of fashion (on the average person) in the West certainly was much higher than Singapore's, I must say.

"I had a very pleasant shock when I bumped into a couple of black UK fashion stylists, and I was flattered when they asked me, 'Are you Daniel Boey and can we take a picture with you?'

"I guess I'm famous in the UK now!" he said with a laugh.

But the biggest impression that was left on Boey - who shuttled between Singapore and London for work between 1997 and 2007 - was when he patronised the Cafe in the Crypt at the St Martin-in-the-Fields church, which used to be a soup kitchen.

He gushed: "The cafe looked like a scene ripped straight from a Victorian-era movie, what with all the domed arches. It'll be perfect to stage a (local fashion designer) Frederick Lee show there.

"St Martin-in-the-Fields is a perfect example of how we don't have to tear down old buildings in Singapore, but should instead refurbish them for other purposes ...to preserve our culture and heritage."

Boey also enjoyed a Louis Vuitton show in Paris, which was held in a huge tent that featured a working steam engine, and a trip to the Kong bar-restaurant, whose interior was inspired by Philippe Starck.

He said: "When dining (at Kong), it was fascinating to be able to look straight down through the glass floor into the LV workrooms.

"We usually make it a point to dine together when we're travelling because we're like family. We also always stay in an apartment, rather than a hotel, where there's a more intimate atmosphere and we can bond in a way that simply can't be replicated in a hotel.

"I'm thankful that it turned out to be a very fruitful trip for my team to get inspiration for future shows.

"All Singaporean designers should make the pilgrimage to the international Fashion Weeks at least once in their career."