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Tue, Apr 20, 2010
The Straits Times
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Blueprint lauded for its inclusive, one-stop shopping experience for fashion buyers - Part 5
by Wong Kim Hoh

Fashion industry veterans say the AFX has been a long time coming.

Mrs Tina Tan-Leo, president of the Link Group, which owns fashion label alldressedup, says: 'We are always known as the Switzerland of the East - efficient, great financial services, but not very interesting.

'This is our chance to show we can be vibrant and creative. If we do this right, the AFX can stimulate commerce and tourism.'

Mr Douglas Benjamin, chief executive of FJ Benjamin, says: 'I've always said the SFW and SFF should be joined. That's how everyone does it, you have shows and trade at the same time.'

He especially lauds Blueprint, which has been designed to be the AFX's backbone.

Mr Tan Soon Kim, IE Singapore lifestyle business group director, says: 'Blueprint fulfils a niche that exists in the fashion space right now.

'First, it is open and inclusive in nature, as befits Singapore's position in the heart of Asia. So, beyond promoting the best of Singapore fashion, we're also talking about showcasing Asian talent.

'It is Asian-centric - a marketplace where Singaporean and Asian designers and aspiring designers can meet global buyers to strike up partnerships or secure business deals.'

Designer Wykidd Song, who will be showcasing his first men's collection at Blueprint, says the event is a boon to local designers.

'I have got a collection and I know how tough it is to get the right agents, top-end fashion boutiques on board. If the buyers who are coming here can meet my target, then it's great,' he says.

'Compared to past festivals, the AFX has a more forward-thinking vibe. It's a lot more focused, and they've been smart enough to tap on the expertise of people who know, and are in, the industry.'

Indeed, the organisers have roped in industry heavyweights like Joy Yaffe. Based in Milan, the fashion fixer and branding specialist has been named by many publications including Time and Vogue as one of the most influential people in fashion.

Through her, Blueprint has invited buyers from many of the top stores in Europe and the United States, including Browns and 10 Corso Como.

'I don't think anyone has any conception of the wealth of talent that Asia has to offer,' she says, noting there is no trade event in Asia which brings together all the region's design talents under one umbrella.

'You have Japan and South Korea and Hong Kong, but each is chauvinistic and doing it for their own country. Blueprint will make Singapore the hub, and there are so many rising stars who are just waiting in the wings,' she says.

Mr Joseph Quartana, who will be jetting in for the event, says the AFX will definitely attract buyers if it can be a one-stop East-West bridge. Says the co-founder of hip boutique Seven New York: 'It is much easier to do 'one-stop shopping' than to visit all the different Asian cities where talented designers might hail from.'

Ms Ann Kositchotitana, the owner of the highly successful multi-label boutique Front Row in Raffles Hotel, agrees.

'It's great that the government is very supportive. And Singapore has what it takes to make a success of it. It is stable, the country is small, transportation efficient, there is good infrastructure, and everyone speaks English,' she says.

'In other places like Bangkok or Vietnam, you don't even know what's going to happen. Bangkok cancelled its fashion week two weeks ago because of the demonstrations in the city.'

Indeed, Blueprint has the endorsement of Thai jewellery designer Pitchaya Srirapong, who is behind the successful jewellery collections of many Thai brands. Brought in by Ms Kositchotitana, she will launch her own collection, Pitch, at Blueprint.

'I know I speak for many Thai designers that while we would like to sell overseas, our language barrier is great,' says Ms Srirapong.

'Many of us cannot and do not know how to do the fashion side of business internationally. It's great that Blueprint is close to Thailand so that it's easier for us to travel to. We are less afraid. Blueprint just seems more friendly.'

Mr Tan points out that beyond just trade buyers, Blueprint hopes to educate the public about fashion with its ticketed Emporium event, held on May 1 at the Pit Building. About 3,000 visitors are expected to check out the latest clothes and interact with the designers from about 60 participating brands.

Marketing consultant Gerry Rezel commends the move and AFX's multi-pronged initiatives.

'The AFX should position Singapore as a place which not only gives exposure to local and regional designers, but also a place where you can get exciting fashion and understand new trends and direction,' says the consultant to Tangs.

Festival director Tjin Lee dreams of the day when the AFX will become the Asian equivalent of Bread & Butter, a leading fashion trade event in Berlin.

'Bread & Butter started with 50 exhibitors; it now has 1,000. It also takes place twice a year, attracting 100,000 visitors per show. These visitors bring in €200 million (S$372.7 million) to the city each time,' she says.

It is not an impossible dream, says Mrs Tan-Leo: 'But you have to be organised. You can't do this overnight. But you start with something, you do it right and you do it consistently.

'Then there will be interest, and success stories. And you will get there.'

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This article was first published in The Straits Times.

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