Fashion goes digital

SINGAPORE - British supermodel Naomi Campbell will be one to watch at this year's Digital Fashion Week Singapore.

She will be walking down the runway at the event, now in its second year, which will be held from Nov 1 to 4. A total of 32 local fashion designers - up from just six last year - will take part, including Max Tan, Pauline Ning, Thomas Wee, and Sven Tan and Kane Tan of In Good Company.

This year's event will also feature a British fashion designer whose name has yet to be confirmed. British high-street label Topshop will also be debuting its Christmas collection at the event on Nov 2.

Because of the inclusion of British brands and its collaboration with the British Council and British High Commission, this year's event is called Digital Fashion Week Singapore 2013 - British Exchange.

The fashion event was started last year by creative agency DFW Creative and social media platforms YouTube and Google+ to promote local fashion designers.

The event garnered more than 2.7million clicks on YouTube last year.

This year's event consists of 12by-invite only fashion shows and 22 showroom presentations. However, the public can watch all of these streamed live on YouTube.

Viewers can also buy all the items they see on British e-tailer Asos. They will be available till Dec 15.

Last year, the organisers worked with a local e-retailer, but chose Asos for this year's event as they consider it one of the world's leading e-commerce sites.

The Topshop collection, inspired by the 1990s grunge movement, will not be available online. Instead, it will be sold at Topshop Knightsbridge after the show.

Ms Charina Widjaja, project director of Digital Fashion Week Singapore, says: "By partnering the British Council and the British High Commission for this year's event, we are able to work together and leverage on the British industry's expertise to elevate Singapore's fashion industry onto a global scale."

For more information on the event, go to the website www.digitalfashionweek.com.

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