updated 5 Mar 2011, 06:55
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The Audi Fashion Festival helmed as 2011's most exciting event
by Jaclyn Tan

Into its third run, the Audi Fashion Festival (AFF) 2011 looks promising with Italian fashion house Missoni as the curtain raiser to the event.

Aptly themed "Driving Imagination", this year's AFF has grown to seven show days compared to a mere five, last year.

To Mr Reinhold Carl, Managing Director of Audi Singapore, Audi and fashion are a perfect match in terms of "innovation, technology and progression."

Opening the festival on May 13, 2011, modern Italian fashion powerhouse, Missoni is famously known for its distinctive patterns and flattering cuts mainly in the medium of knits.

Guests will be treated to a presentation of Missoni's Autumn/Winter 2011 collection, and true to the house's tradition, the show will be graced by three generations of the Missoni family - the brand's founder Rosita, her daughter and creative director Angela, as well as Angela's daughter, the label's muse, Margherita.

Visionary designer Antonio Berardi, who counts a star-studded clientele as his regulars, will also be making his appearance at the AFF.

His celebrity following includes Megan Fox, Jessica Alba, Sarah Jessica Parker and personal friend, Victoria Beckham.

The AFF, a stalwart of our own Asian designers will feature Singapore-born Prabal Gurung.

The current darling of the New York fashion scene makes his triumphant return to Singapore.

He will also be staging a presentation of his highly-acclaimed runway collection.

Atelier Swarovski by Prabal Gurung is earmarked to be major highlight of the festival.

Greyhound Original, led by creative director Bhanu Inkawat from Bangkok, will debut at the AFF.

The cult brand famous for its silhouettes and cuts is established for 30 years with a current count of 14 boutiques and eight cafe restaurants in Bangkok.

They have international stockists in fashion capitals such as Berlin, Paris, Sydney and Hong Kong.

"Could this mean they will set up shop in Singapore?" asked an avid Greyhound fan, Mr Ng of AsiaOne Motoring. We can only hope.

The AFF would not be without the local big boys - RAOUL and alldressedup.

Making waves around the world, both are establishing themselves as international labels that Singapore can be proud to call its own.

RAOUL and alldressedup will each be presenting their Autumn/Winter 2011.

The festival will end on a high note with one of the most anticipated shows of the fashion season - the house of Ungaro will present its Autumn/Winter 2011 collection with its new creative director Giles Deacon at the helm.

Named the "Best New Designer" at the British Fashion Awards in 2004, Deacon has also recently won acclaim as "British fashion's most feted designer" in The Guardian.

A sneak peek of the Ungaro offering at the AFF press conference did set hearts aflutter with a pale pink ensemble of raining daisies.

What sets AFF 2011 apart is welcoming Mr Dick Lee as its festival chairman.

Mr Lee is one of the early supporters of Singapore and Asian fashion.

In the 1980s, he founded the Society of Designing Arts (SODA) to showcase Singapore designers and Hemispheres, a multi-label boutique featuring local brands.

Local labels look forward to his work in promoting local talents.

On top of that, all the shows on offer are ticketed events where last year's only sold tickets to select shows.

All tickets are available via Sistic.

We say aye to AFF 2011.


Date: 13 May 2011 to 19 May 2011

Venue: Tent@Orchard, Ngee Ann City Civic Plaza

13 May 2011

Missoni A/W 2011 (Opening Show)
14 May 2011 9pm

Atelier Swarovski by Prabal Gurung

16 May 2011 3pm
Star Creation

Tiffany & Co. Fashion by Vera Wang


Greyhound A/W 2011

17 May 2011 5pm

alldressedup A/W 2011


Antonio Berardi A/W 2011

18 May 2011 5pm

Triumph Inspiration Award  A/W 2011


Raoul A/W 2011

19 May 2011 10pm

Ungaro A/W 2011 (Closing Show)


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