updated 7 May 2013, 20:51
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Sun, May 05, 2013
The Straits Times
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Caution: Models crossing Orchard Road at Fashion Steps Out
by Leslie Kay Lim

More than 10,000 people turned up to watch 170 models show the latest spring/summer collections from nine local and international brands.

Get the full story from The Straits Times.

Here is the press release, prior to the runway show event, by Fashion Steps Out:

SINGAPORE - What better way is there to pay homage to the hottest trends of the season and celebrate the launch of the highly anticipated Samsung GALAXY S4 With LTE, than with the traffic-stopping Orchard Fashion Runway?

The headline event of Samsung Fashion Steps Out 2013 (FSO 2013), a 6-week annual fashion extravaganza organised by Orchard Road Business Association (ORBA), Orchard Fashion Runway will switch the usual vehicular bustle for a dazzling outdoor catwalk display no one would want to miss.

For one night only on Saturday 4 May (8pm - 10pm), more than 170 models will strut down Orchard Road sporting the freshest Spring / Summer looks and Fall / Winter styles from celebrated international and local brands like Fausto Puglisi; Victoria, Victoria Beckham; Coach; J.Press; Robinsons; Marks & Spencer; Adolfo Dominguez; Maria Grachvogel; and Blugirl. Official Make-up Shiseido and Official Hair Shiseido Professional will be dolling up the models in the season's trendiest colours and hairstyles that night. The show will begin at 8.30pm and is open to public viewing.

"Orchard Road Business Association (ORBA) is heartened by our stakeholders' unwavering commitment to Samsung Fashion Steps Out. As we close our street to traffic again, the authorities' support has reaffirmed Singapore's repute as one of the fashion capitals of the world. As a street event, the Orchard Fashion Runway also gives ORBA the opportunity to bring fashion to a wider audience and to strengthen Orchard Road's positioning as the fashion nucleus of Singapore," said Mrs May Sng, Chairman of ORBA.

At this marquee event, Samsung, the Presenting Sponsor of FSO 2013, will be presenting the latest capsule collections from Ashley Isham, Joe Chia and Amaya Arzuaga at the exclusive opening segment of the Orchard Fashion Runway. To mark the celebration of the launch of the Samsung GALAXY S4 With LTE, these devices will be featured alongside the models' overall ensemble for a creative blend of fashion and technology and to demonstrate how the smartphone is the perfect companion to life's special moments.

"Samsung Fashion Steps Out 2013 has been a huge success, and we hope consumers have had a great time shopping and experiencing the latest fashion trends and happenings along Orchard Road. We are honoured to collaborate with ORBA for this fashion extravaganza, as part of our celebration for the launch of the GALAXY S4 With LTE, a smartphone designed to capture meaningful and best moments in life, such as this hallmark event," said Ms Irene Ng, Vice President, Marketing, Samsung Asia Pte Ltd.

As Presenting Sponsor, Samsung also worked with ORBA to liven up Orchard Road with vivid hues and effervescent prints adorned on trees, representative of the latest Spring/Summer. Entitled "Fashion Prints - A Trunk Show", Orchard Road was brightened up with the designs by students from Raffles Design Institute (RDI), who created their masterpieces using the Samsung GALAXY Note 10.1 LTE. One of the featured designs as well as a specially-designed version by renowned Singaporean street artist, Mazlan Ahmad, will be incorporated into cover designs for the Samsung GALAXY S4 With LTE, to be unveiled at the Orchard Fashion Runway, and will be available for sale at Samsung Experience Stores from today.

In line with the Spring / Summer fashion theme, ORBA has engaged Mazlan, better known as SKOPE, to design and paint by hand a total of 500 chairs for the Runway show based on 10 broad themes. These pop art chairs will undoubtedly add colour and creativity to the show, and also an element of fun for the invited guests. In addition, these chairs will be donated to various charities such as Rainbow Centre; Association for Persons with Special Needs; Movement for the Intellectually Disabled of Singapore; and Ren Ci Hospital etc. after the Runway show.

MasterCard, the Official Card for FSO 2013 for the fourth year running, joins in the celebration of fashion's finest. MasterCard Worldwide's General Manager for Singapore, Ms Julienne Loh said, "In celebration of the Orchard Fashion Runway event, select MasterCard cardholders passionate about fashion will get to enjoy priceless experiences. These include an exclusive backstage tour before the runway show begins, and being hosted at a private after-party where they will also have the opportunity to make purchases at special discounts."

Invited guests will be partying at ION2 before the Runway show, sipping cocktails specially concocted for the event at Bar BAZAAR, presented by Official Fashion Magazine Harper's BAZAAR in association with EFFEN Vodka. Amongst those attending are artistes Bobby Tonelli, Joey Mead, Max Loong, Rebecca Tan, Teo Seng Loong and Wong Lilin.

The six-week fashion calendar will round off with BONIA's first-ever pop-up store on Orchard Road. Situated at Orchard Green (site next to Singapore Visitors Centre), the store will feature RDI students' creative expression of BONIA's key identities based on five different art genres - Art Deco, Cubism, Fauvism, Surrealism and Pop Art.

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