She started her fashion label early last year with online retail and pop-up stores, before getting her own atelier-space at Raffles Quay. Now, designer Priscilla Shunmugam of Ong Shunmugam will be presenting her Spring/Summer 2013 collection at the upcoming Paris Fashion Week.
Joining her is local streetwear and denim label Dzojchen. Both will show alongside New York's Timo Weiland at the prestigious event held from Sept 25 to Oct 3.
The trio have been invited by online retailer Future Fashion Now (FFN), which made its debut at Asia Fashion Exchange in May this year. "Timo Weiland is a mover and shaker and we want to leverage on that," says founder of FFN, Tjin Lee.
As for Shunmugam, her Spring/Summer 2013 cheongsam pieces, inspired by Singaporean architecture from the 1970s, bring an "Asian sensibility" to the table, says Ms Lee. But FFN is also keen to "show diversity as well and not just everything ethnic so we don't get pigeonholed - which is why we picked streetwear label Dzojchen," she adds. Says designer Chelsea Scott of Dzojchen: "It draws humility, excitement, nerves and honour to know that Dzojchen has been acknowledged and picked to showcase at the Mecca of the fashion industry."
Costs for FFN are expected to fall between an estimated 50,000 euros (S$77,463) to 80,000 euros. "Paris is just the first step; we are also looking at shows in New York and Australia in the future," continues Ms Lee, who also organises the Audi Fashion Festival in Singapore. "It's a two-pronged approach: once a year we bring international media and buyers to Singapore, so in the second half of the year we want to bring ourselves to them."
Runway shows by FFN designers in Paris Fashion Week will be shown online at www.futurefashionnow.com, where shoppers can also pre-order the designers' latest collections