AS A newly minted fashion design graduate from Hong Kong Polytechnic nearly three decades ago, Ms Vivienne Tam was confronted with a lack of appreciation and support for local fashion as people eschewed “Made in Hong Kong” labels for brands from abroad.

The ambitious designer was soon on her way to New York, determined to carve a niche for herself and her designs, overturn stereotypes and stake her claim to a piece of the fashion pie. Today, Ms Tam’s work is recognised internationally and she remains a staunch supporter of all things Asian. Every collection proudly carries her name and a “Made in China” or “Made in Hong Kong” tag.

“For me, it’s very important to encourage local designers and locally produced fashion, because it was such a struggle for me. There was very little support,” she explains, adding that she is also an ardent supporter of Asian models for the same reason. “I think one of the difficulties of being an Asian designer is that fashion is evolving in Asia,” she observes.

“Asia has been tied to manufacturing more than to creating — it’s traditionally the home of handworkers and tailors — so it takes time to establish brands, labels and to create an industry.” But Asia’s time to establish a fashion presence is here, she says, citing Italy as an example: “Italian fashion didn’t really exist pre war, and look at Italy now.”

Despite her success in the United States, the East will always have a special place in Ms Tam’s heart. She says: “When I’m doing a show in Asia or when a new shop opens there, it’s always a special thrill for me as I really feel I’m coming home.” This year’s Singapore Fashion Festival will share her joy as she shows her latest creations, hot off the New York runways, at the opening show.

“There are dresses in this collection where I’ve combined rock and roll studs, tucking and Chinese embroidery techniques all on one dress. “I love the fresh feeling that has.”

As always, China inspires and drives Ms Tam. In 2000, she translated her love for Chinese fashion, art and culture into a book, China Chic and re-launched it last year. “It’s the story of my relationship with China, everything I love and find fascinating,” she shares.

“There’s a sort of quiet elegance, sophistication or demure grace that is unique to Asian beauty,” she says. “It’s what’s hidden.

“I suppose the reason I’m so enchanted is because the global culture is awash with Western ideas of beauty. I hope that if you can develop an appreciation of the Asian aesthetic, you can encourage a deeper look into the culture.”

Vivienne Tam presents her 2007 fall/winter collection at 8.30pm tomorrow at The Tent at Ngee Ann City. For more details, log on to www.singaporefashionfestival.com.sg.