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ORCHARD ROAD BUSINESS ASSOCIATION

FASHION STEPS OUT @ ORCHARD 2016

THE BRIEF

Design, curate and execute a six-week fashion campaign for the annual Fashion Steps Out @ Orchard event.

SEE AWARDS

the IDEA

Take Singapore’s largest outdoor fashion runway and extend it across borders with a regional competition, making waves beyond just Orchard Road.

Style takes the lead

An informative microsite was created to help the public keep track of the entire calendar of events and activities.

Branding Visuals

The campaign was fronted by two key campaign images that boldly announced the new fashion frontier brought by Samsung’s latest mobile technology.

The star power behind Fashion Steps Out includes pop star JJ Lin, model/actress Sheila Sim, fashion blogger Laureen Uy, TV host Daniel Mananta, and singer/artiste Min Chen.

Regional Competition

Key opinion leaders from the fashion and music industry rallied their fans in China, Indonesia, Malaysia, Philippines and Singapore to join them on Facebook, Instagram and Weibo, for a chance to be styled in participating fashion labels and attend the Orchard Fashion Runway.

Orchard Fashion Runway

Hosted by local personalities, Rosalyn Lee and Vanessa Vanderstraaten, the official launch party was well attended by regional and local celebrities. This was followed by the traffic-stopping fashion show on Orchard Road that stretched over 660 metres and attended by more than 320 invited guests.

Fringe Activities

A variety of complementary activities, ranging from fashion-related exhibitions and installations to gastronomic affairs, were curated to form the complete event experience.

Possibly Singapore’s largest fashion spectacle — made even bigger than before.