Very little fazes London-based Ashley Isham, one of Singapore’s top fashion designers.

After all, famous names from Kylie Minogue to Zara Phillips, the granddaughter of Britain’s Queen Elizabeth II, wear his glamorous gowns.

The 30-year-old has also staged shows at London’s Fashion Week, one of the biggest events in the global fashion calendar.

However, putting on a runway show for Singapore’s inaugural President’s Command Performance was vastly different from what he is used to doing, he said.

His 41/2-minute fashion show was part of a showcase of Singapore talent at the Esplanade on April 5 to mark the 10th anniversary of the President’s Challenge, an annual series of community-based activities to raise funds for charities.

President SR Nathan was the guest of honour. The two-hour show will air on Channel 5 on Sunday at 7.30pm.

Isham said: “For fashion shows, it is people in the trade or fashion buyers who attend. This one is for President SR Nathan and the ministers – the dress code is black tie and so expectations are much higher.” He was the only fashion designer in the line-up of top talent in fields including music, literature and photography. Big names at the show included singers Stefanie Sun and JJ Lin.

“It is a great honour to be able to give something back to the community and to do something to help others,” said Isham.

His segment showcased 21 creations from his spring/summer 2009 collection – apt, considering Singapore was its inspiration.

“The floral theme came from me visiting the Botanic Gardens. After that visit, I decided to create something that reflects Singapore as a city,” he said of the collection, which blooms with vivid colours.

He enlisted what he called a “dream team” of local luminaries for his segment, including runway show producer Daniel Boey, celebrity hairstylist David Gan and top make-up artist Marjorie Teo.

All pitched in free or are donating their fees to the President’s Star Charity, the biggest fund-raising event for the President’s Challenge.

In a way, Isham sees his performance as a recognition of how far Singapore fashion has come, saying: “The perception of fashion has changed.

Before, people did not take it seriously but the fashion scene here has evolved and people realise there is more to fashion than just being a seamstress.

“A designer is almost like being an architect. You have to consider the fit, texture and colour of your designs.” Home-grown brands such as alldressedup and Raoul, as well as fashion designer Thomas Wee, have helped to make fashion exciting here, he added.

Isham, who returned to Singapore three weeks ago, >will stay on for the Audi Fashion Festival here, which kicks off on May 6.

The first Singaporean invited to design a Coca-Cola bottle – an honour previously bestowed on designers like Manolo Blahnik and Matthew Williamson – his design, Jewel In Your Hand, will be launched at the five-day festival. It will adorn more than 100,000 commemorative bottles and one million cans of Coca-Cola Light.

He will also show his fall/winter 2009 collection as well as his newly launched bridal line on May 8.

He has waltzed down the bridal path as a result of customer requests.

“I don’t do the meringue type of bridal gowns,” he said. “Mine are fluid and soft, appropriate for this climate and also look more contemporary.”

The ready-to-wear bridal collection, which has more detailing and embellishments than his usual ready-to-wear clothes, will be available at his boutique at Fullerton Hotel from September. Prices start from $4,500.

“Every girl’s dream is to wear a Vera Wang gown at her wedding but hopefully one day, every girl will want to wear an Ashley Isham dress to her wedding too,” he said.

This article was first published in The Straits Times, Urban.