updated 1 Aug 2013, 19:19
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Tue, Jul 30, 2013
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Daniel Boey is Luisaviaroma's first Singapore 'fashion ambassador'
by Niki Bruce

Cult online shop Luisaviaroma has just nominated one of Singapore's best-known fashionistas as its first Southeast Asia regional "fashion ambassadors".

Luisaviaroma's ambassador programme is an exclusive list of the super fashionable from around the world, and it's an "invite only" deal; only the most fashionable and influential individuals are invited to join. As Singapore's "godfather of fashion", stylist, show producer, model mentor and all-round fashionista Daniel Boey, is the perfect choice for the Florence, Italy-based Luisaviaroma.

With his stint in 2012 as a judge on the inaugural Asia's Next Top Model programme, his long history in supporting the fashion industry in Singapore - as well as working in London for a number of high-end labels - and even his recent win for Best Costume Design at The Straits Times Life! Theatre Awards for the play Company, mean Daniel is perfectly positioned to be a "fashion influencer".

On top of all that, he's a long-time addict of Luisaviaroma's carefully curated range of menswear and accessories - as you can see from all the boxes he's accumulated in the photo above.

"I'm really excited and honoured to be selected as Singapore's first [fashion] ambassador for Luisaviaroma. They've been my go-to online store for the past few years and I'm a great, great fan," said Daniel about his new role for the online store.

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