Alfie Leong, 39

Blueprint sees the launch of the designer’s second label, Awol. The collection, which has been designed specially for the trade show, has about 20 looks comprising knit pullovers, and shirts and dresses crafted from men’s suiting fabrics.

While his first label Mu caters to working women in their 20s and 30s,
Awol is made for a more adventurous crop of fashionistas. The designer, who picked up the Most Outstanding Designer award at the Singapore Fashion Designers Contest in 1995, is best known for playing with proportions and reconstructing silhouettes.

While clothes from Awol will be exhibited for buyers only, Mu will be retailing at Blueprint Emporium. Prices range from $49 for tops to $99 for dresses.

What do you hope to achieve at Blueprint?

Blueprint is a more focused effort at bringing Asian designers to an
international platform. As a designer, I’m pleased that a firm step has been taken to showcase Asian talents. Hopefully, the initiative will bring Singapore to the next level in terms of consumers’ fashion taste.

What can buyers and the public expect of Awol?

Mu is almost six years old while Awol, short for All Walks Of Life, is making its
debut at Blueprint.

Technically, Awol is a notch up from Mu in terms of fabric quality, unconventional shapes and new silhouettes. Awol’s debut is also a cruise collection and the clothes are designed with warm weather in mind.

I hope Awol can encourage modern women to accept unconventional, conceptual designs, and mix and match conventional garments to achieve unconventional looks.

I hope to retail Awol in Singapore but I am waiting for the right time and place.

Why is May Phua your muse?

She is a celebrity, career woman, wife, mother and a long-time friend. She has a great personality that makes people around her feel happy and at ease.

In that way, she is multi-faceted and also represents the positive spirit of my Awol collection.

Although she may not realise it, she has a very versatile look that inspires me.

May Phua, 33

The actress was introduced to Leong 10 years ago by fellow actress Constance
Song, who was working with the designer on a boutique collaboration at the time.

“I immediately found his design captivating,” she says.

The pair became close friends, meeting “every other day for shopping and coffee” before Phua got married five years ago. To this day, half the clothes in her wardrobe are designed by Leong.

“His clothes are simple but have a lot of character. I will get compliments,
without fail, each time I wear one of his designs,” she says.

“About six years ago, I wore a black dress he designed to the Star Awards. Even though I didn’t take home an award that year, it was a happy occasion because
I received many text messages that night telling me I stood out in the outfit.”

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