Wednesday, May 27, 2015

Field Trip: Singapore Fashion Week Star Creation Capsule Showcase May 2015

Team 4 and 6 members of Team 2 had the opportunity to attend Star Creation Capsule Collection Showcase. This event is organised by the Textile & Fashion Federation (Singapore) and the Asia Fashion Exchange (AFX). The main sponsors were SKII, Lee Hwa Jellwery, Loreal Hair Professionel, The Sunglasses Hut, Sony, San Pallegrino, Strong Bow and Stella Artios.

The event was held in The Tent @ Ngee Ann City, a temporary tent set up in the outdoor atrium of Ngee Ann City. Ngee Ann City is the heart of Orchard Road,where there is a high traffic of tourists and Singaporeans. Orchard Road is also known as the fashionable area in Singapore as many premium designers have opened their stores along Orchard Road. Beside the tent, there were large billboards and LCD screens to show passer-by advertisements, designers and runway schedules on that day. This is to encourage walk-in ticket purchases of the available shows. 

Luxury car sponsor, Bentely, displayed the continental GT 8
Team 4
Team 2

At the entrance , there were four rows for guests to queue; VIP, Buyers, Media and Institution Guest respectively. We were directed to queue at the “institution” line. There were 2 staff assigned to the each line. At this event, there were many that came from various institutions such as Laselle and Temasek Polytechnic. The other 3 lines were relatively shorter as the number of people attending seemed less. Given the long line, it took us almost 30 minutes to enter into the Tent. When we reached the ticketing counter, there were some confusion between the organiser and the school as they assumed that there would only be 28 when 35 students were present. However, after the lady had a brief chat with our  supervisor, we were all ushered in! J

Inside and once past the reception counter, there was an area set up where we could take photos in front of the Fashion Week backdrop. There were eight sponsors’ booths; SKII, Lee Hwa Jellwery, Loreal Hair Professionel, The Sunglasses Hut, Sony, San Pallegrino, Strong Bow and Stella Artios. We realised that the size of the booth was an indication of how big they were as a sponsor of the fashion event! The booths allowed visitors to know more about the sponsors’ products. For example, Sunglasses Hut; a luxurious sunglasses store, allowed guests to choose a spectacle that they liked and take a photo while wearing the sunglasses!

We were given 30 minutes to explore the booths. Then there were announcements for guests to enter into the fashion show area. Once inside, we saw the layout for a typical fashion show.

Layout of the Runway show area:

Guests were called in based on the areas that they were supposed to be seated in.  Those that were seated further in were called in first. There were ushers to guide guests to their seats as the place was dark. The seats were foldable and tiered. On each seat was placed a gift bag which included magazines, vouchers, brochures and free gifts from the sponsors.

Various designs from the designers.

The lights were further dimmed once all the guests were settled in their seats. Time for the show to begin. After a short video presentation of the sponsor messages, the fashion show began! It was a lovely showcase of designs as models strutted up and down the catwalk showing off the work of the 3 young designers.  

After 45 minutes, the show ended. We were guided by the ushers to Exit A which would directly lead us to the entrance of Ngee Ann City. The VIPs were identified by the ushers and was escorted to Exit B.  There were Q-poles and security to prevent people from using exit B. This ensured that the correct guests were shown to the correct areas.
For many of us, this was the first time attending such an event. We felt that there were some problems such as the number of queues and the manpower allocated queue that perhaps could have been more efficiently dealt with. The proportion of waiting time (1 hour) against the actual duration of the show (45 minutes) made many of us impatient.  

Despite the waiting, all of us had a great time and we saw at first hand the organisation and hard work that goes into organising and executing a seemingly “glamourous” event like a fashion show!

-EMRS Team 2