Why were there no Singapore winners at the Audi Star Creation 2014 design contest?

Published on: 5:37 AM

Singapore’s signature fashion design competition Audi Star Creation has announced its winners for 2014, but despite there being three entrants from Singapore the prizes went to designers from South Korea, Hong Kong
and China.

Singapore's three entrants in the Audi Star Creation 2014 fashion design contest: Leong Yaowen (above far left); Angeline Oei Shoo Jun (above centre) and Keh Min Chloe (above far right). Each designer's collection had strong points but none of them managed to tick all the boxes of the judging criteria.
Images: Audi Star Creation

Here’s my entirely personal opinion as to why there may have no winners from Singapore this year, and also why it’s relatively difficult for emerging ? and in fact, even more established ? designers and fashion labels from Singapore to succeed globally.

The reason I decided to write this blog is because as I was leaving the Audi Star Creation 2014 runway show and announcement of the first three winners, I overheard a number of Singapore fashion students bemoaning their, presumed, lack of skill … “If he entered and didn’t win, then I’ve got no chance” was one strongly expressed opinion I heard.

When it comes right down to brass tacks, my opinion on the central reason why the non-Singaporean designers won is because they were generally just better. They had better, more fully thought-out concepts; better, more fully-realised collections; and better, much better, quality of production and finishing.

In the first instance, Singapore designers can compete ? they just have to refine, refine, edit, refine and edit again … Repeat, and repeat again. They need to be ruthless in casting off ideas that are clunky, that don’t work or have been seen before or are too “conceptual” to be realistically worn by ordinary, non-model, individuals.

My personal plea to emerging designers: Please edit! And don’t just listen to what your friends and family say about how good something is; get an unbiased opinion of your work from an industry insider you respect before diving into production.

In the other two instances, however, Singapore designers are at somewhat of a disadvantage. Singapore, unfortunately, does not have a well-developed garment, accessories or fabric manufacturing industry. You can’t nip down to a local sample factory and get four pairs of experimental shoes made, for example, as you can in Hong Kong, Korea and China.

It’s necessary to keep in mind that the Audi Star Creation contest has a strong commercial element as part of its judging criteria, therefore collections that are “retail ready” ? ie. would be easily able to be put into production and sold almost immediately ? do get strong marks when the contest is being judged.

So, while the disadvantage of restricted access to quality manufacturing and production continues to exist, Singapore designers have to work harder to compete against those from countries with stronger manufacturing industries; but this doesn’t mean they can’t compete on the level of concept.

Singapore designers simply have to work harder from the perspective of design and concept to distinguish themselves from the herd of hundreds of thousands of young people around the world all thinking they’ll be the next “Alexander Wang” or “Yohji Yamamoto”.

Don’t be too discouraged though, it can be done. You just have to be hungry enough to want it and work hard. Good luck!

For more details about Audi Star Creation 2014, go to the event’s Facebook page at www.facebook.com/StarCreationSG.

DO YOU AGREE OR DISAGREE WITH MY OPINION? PLEASE LEAVE YOUR COMMENTS BELOW ...

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Urban Outfitters controversy caught Singapore fashion label

Published on: 4:38 AM

According to a report on Buzzfeed Businesshad Urban Outfitters a crop-top patterned with the word "Depression" — originally Singapore-fashion-label depression for his longtime fans — from making sales on their website.

The offending tea was originally developed for fans of Singapore fashion label depression.
Image: Depression

"Urban Outfitters, which was often controversial retailer, retired a crop-top with the word"Depression"from his site today buyer is about complained, that tried it, the disease in a fashion statement", said the Buzzfeed business history.

Unfortunately Urban Outfitters said before task by netizens when they "eat less a T-shirt with the slogan", to remove the same site that the brand had also made the sale offered.

The Singapore brand in the digital hot water with many posts on his Facebook page accusing trying to benefit brand of mental illness, among other more nasty comments has landed the furore that has erupted on the Internet.

All of this is the founder of the brand, Kenny Lim and Andrew Low baffled.

"This T-shirt depression is made for our fans seven years; a brand, especially for fans who love our brand "Kenny Lim explained.

"We met 12 years ago in the advertising industry and after working for five to six years in an environment with corporate and cutthroat, we felt with our life and lifestyle, depressed" Kenny said that how the two came to name their fashion label of "Depression".

"We'd decided to financially comfortable jobs to a dream to pursue our, which make us happier to leave. A work we are happy every day. A job that we would not feel depressed over time.

"Honesty we decided to call small business; depression also as a reminder, that we would be depressed not with our lives... and don't forget, that if you live not the way like you, you have the power, your life change.

"Fortunately our shop from a 180 sq ft space in an old Mall to the 800 sq ft boutique, which today is it thrived. Today, we want to create designs that always entertain. They are always fun and humorous; to put a smile on the faces of the people", said Kenny.

It is really regrettable, that a small, was brought to Singapore-fashion label in the dramas by a massive American company has already a good reputation to "stir the pot" on volatile online emotions. The Group explicitly requires the tea from depression, including questions for an original crop top version for your site; a legitimate business.

As Kenny says: "depression — the designation — should not be with depression — confused the disease." We were creatively depressed and the [the fashion label] was to be our outlet. "

The depression-store is located at Cineleisure Orchard, #03-05A. Go to depression.com.sgfor more info on the brand. You can use the brand on Facebook at www.facebook.com/ DEPRESSION.label, on @depression_officialfollow on Twitter at @DEPRESSIONcomsg and Instagram.

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Singapore fashion label caught up in Urban Outfitters controversy

Published on: 5:19 AM

According to a report on Buzzfeed Business, Urban Outfitters had to pull a crop-top patterned with the word “depression” ? originally created by Singapore fashion label Depression for its long-time fans ? from sale on its website.

The offending tee was originally designed for fans of Singapore fashion label Depression.
Image: Depression

“Urban Outfitters, the oft-controversial retailer, pulled a crop-top patterned with the word ‘depression’ from its website today after shoppers complained that it was trying to make illness into a fashion statement,” stated the Buzzfeed Business story.

Unfortunately Urban Outfitters was previously called to task by netizens when it offered a t-shirt with the slogan “Eat Less” on the same site, which the brand also had to remove from sale.

The furor that has erupted on the internet has landed the Singapore brand in a bit of digital hot water with numerous posts on its Facebook page accusing the brand of trying to profit from mental illness, among other more nasty comments.

All of which has dumbfounded the founders of the brand, Kenny Lim and Andrew Low.

“This Depression t-shirt is a brand piece, made specially for our fans of seven years; for fans who love our brand,” explained Kenny Lim.

“We met 12 years ago in the advertising industry, and after toiling for five to six years in a corporate and cutthroat environment, we felt depressed with our lives and lifestyle,” Kenny said about how the two came to name their fashion label “Depression”.

“We decided to leave our financially comfy jobs to pursue a dream, that would make us happier. A job that we look forward to everyday . A job that we would not feel depressed about all the time.

“Out of honesty, we decided to name out small shop Depression; also as a reminder that we wouldn’t have to be depressed with our lives ... and to remember that if you don't like the way you’re living, you have the power to change your life.

“Fortunately, our shop thrived from an 180 sq ft space at an old mall to the 800 sq ft boutique that it is today. Today, we aim to create designs that always entertain. That are always fun and humorous; to put a smile on people's faces,” said Kenny.

It’s really unfortunate that a small, Singapore fashion label has been caught up in the dramas of a massive American company that already had a reputation for “stirring the pot” on volatile online emotions. The group specifically requested the tee from Depression, including asking for an original crop-top version for its website; a legitimate business transaction.

As Kenny says: “Depression ? the label ? should not be confused with depression ? the illness. We were creatively depressed and this [the fashion label] was to be our outlet.”

The Depression store is located at Cineleisure Orchard, #03-05A. For more information about the brand, go to depression.com.sg. You can follow the brand on Facebook at www.facebook.com/DEPRESSION.label, on Twitter at @DEPRESSIONcomsg and on Instagram at @depression_official.

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