THE crowd watched in hushed silence as designer Vivienne Westwood appeared on a big screen during the Audi Fashion Festival's closing show last Sunday. In the pre-recorded video, London's grand dame of fashion apologised for her absence at the showing of her Anglomania collection but explained that the reason was that she was watching her carbon footprint.
This prompted Sunday Times' fashion commentator Colin McDowell - who unashamedly pointed out that unlike her, he had flown to Singapore - to describe the designer as 'someone who thinks today what we all care about tomorrow'.
Unsurprisingly, Westwood's forward-thinking character was what gave birth to her reputation as a rebel in the fashion industry best known for her daring designs inspired by modern punk and new wave, designs that were once deemed too outlandish for the Lion City.
'The impression that we got of Singapore a few years ago was that it was like the Switzerland of Asia - a bit too conservative - and that Vivienne's designs would have been too much for the consumers here,' remarks Carlo D'Amario, managing director of the Vivienne Westwood label.
'But all that has changed. Not only does Singapore have a great mix of races and cultures, the other day on the street I saw a fleet of Lamborghinis drive past and I was amazed. Lamborghinis to me, are the flashiest of sports cars and I think that is a great indication that Singaporeans are ready for what Vivienne can offer them.'
Times certainly have changed in Singapore then, especially considering that tickets for the Autumn/Winter '09 Anglomania collection during AFF sold out within days. Also, the clothing that was inspired by a central Sudanese tribe of the Nuba mountains gained praise from the audience for its fun and creative personality as well as its clever forms and designs.
As a result, the brand has agreed to expand its influence here through a collaboration with multi-label boutique Tyan. A standalone corner dedicated to Vivienne Westwood's Anglomania collection will form part of Tyan's boutique when it opens in Ion Orchard later this year.
The Anglomania collection is for Vivienne Westwood's younger, and more casual customers and is priced below her mainline Gold Label and her diffusion Vivienne Westwood Red Label.
'Of all the collections, we decided to start with Anglomania because it was the most appropriate for the local market,' explains Mr D'Amario. 'We think that the use of light fabrics, sleek silhouettes and its affordable prices will sit well with the consumers here.'
Besides, he says: 'Asia is where the future and money are at, there's no way around the fact that this is where people are spending. We've already opened shops in Japan, Korea and Hong Kong and Singapore is a very logical next stop.'
He adds that how well the label performs in Tyan will dictate whether newer collections will be added, and until it is the 'right place at the right time' there are no plans for a standalone boutique here.
He was, however, quick to point out that it was the right time to bring a Vivienne Westwood show to Singapore: 'As an independent company, we don't believe in big advertising campaigns or marketing drives like the big fashion groups because it forces one to become too reliant on its sales in order to make up for the huge marketing budget.
' Not only do they rarely turn around a profit, it also stifles creativity. Instead, we believe that the way to go is to be close to the people. Doing a fashion show in Singapore is our way of connecting with the Singaporean consumers.'
This article was first published in The Business Times
