Singapore puts itself on the fashion map through the Asia Fashion Exchange

| August 1, 2012

From grooming Asian up-and-coming design talent to putting Singapore fashion on the international stage and creating an exchange platform for fashion industry players from East and West, Singapore is making its mark as a major player in the global fashion arena.

Winners of TaFf Design Competition

Talk about the world’s shopping capitals and there is little doubt that Singapore stands among the finest. With many major fashion labels establishing their regional flagship stores in Singapore, it is little wonder that Singapore is considered by many to be a hothouse for the region’s latest trends and retail concepts.

On Orchard Road, an iconic shopping district in this part of the world, four brand new malls – ION Orchard, Mandarin Gallery, Somerset@313 and Orchard Central – have opened within a year of each other, thrilling both local and regional shoppers with exciting new retail offerings. Other mainstays like Paragon and the Heeren have undergone major facelifts, drawing the crowds with their brand-new facades and shop displays.

Beyond being a shopper’s paradise, Singapore is fast making a name for itself as a platform for fashion industry stakeholders to discover business opportunities and promising design talent in Asia.


Herbert Sim (right) with sixth President of Singapore, S. R. Nathan (left)

Herbert Sim (right) with sixth President of Singapore, S. R. Nathan (left)


Herbert Sim (photo above), founder of leading fashion and lifestyle online magazine, WardrobeTrendsFashion (WTF), has personally seen the exponential growth over the past one year, being a testimony of Singapore’s name in the fashion industry.

WTF started as a fashion blog, which quickly transformed into a lifestyle online magazine raking over 30,000 views daily, ranking among the top websites in the world by As of date, WTF has over 90,000 facebook fans and over 200,000 Twitter followers, with numbers still growing strong.

“I attribute the growth of WardrobeTrendsFashion (WTF) to the many fashion events being organized here in Singapore, such as Men’s Fashion Week, Asia Fashion Exchange, Blueprint, Audi Fashion Festival, and more,” said Sim. “The Textile and Fashion Federation (TaFf) fashion design competition has also steered Singapore into position as the platform for the best design talent in Asia using Singapore as a base from which to create and eventually launch their works.”

Many fashion giants and retailers are looking towards Herbert’s fashion blog, WTF as their top option to invest their marketing dollars, to capture the target audience of mainly 18 to 34 years old female audience.

 WardrobeTrendsFashion has won a few prestigious blog awards, and sponsorship deals so far, and being featured on other serious fashion publications.

Reaching out to Asia from Singapore

Understanding the subtleties of Asian tastes and preferences could only be accomplished effectively by being in Asia. Singapore, as a multicultural city strategically located at the heart of Asia, is the perfect location for companies to base themselves. Fashion companies are already tapping into Singapore’s strengths, as the base for their regional headquarters, designing and developing new concepts and ideas primed for Asia.

Levi Strauss & Co. (LS&CO) established its Asia-Pacific headquarters in Singapore to manage its operations and drive growth in the region. Apart from undertaking regional HQ functions such as brand strategy, finance, marketing and administration, LS&CO also houses its Global Sourcing Organisation (GSO) here, which oversees the Group’s sourcing operations globally.

“Singapore is Asia and so much more,” says Aaron Boey, President, Asia Pacific, LS&CO. “With LS&CO and business in Asia Pacific continuing to grow strongly, and with the world’s focus on Asia as the fastest growing sourcing region, Singapore is a strategic and pragmatic choice to base both our regional corporate head office and global sourcing operations. In Singapore, we are connected to our key markets around the world through excellent infrastructure and geography; we can run a cost-competitive business, and have access to a pool of skilled professional talent.”

Category: Press

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