ASIA FASHION FEDERATION (AFF)

Founded by China, Japan and Korea, Asia Fashion Federation (AFF) was established on 10th of December 2003. This was to fill the need to join forces and spearhead Asia as the next design force, comprising fashion, accessories, arts and lifestyle. Indeed with the rich histories, varied cultures and unique influences, there is no other group that can provide an alternative to the current pervading western concepts. There is strength in unity.

Mr David Wang, Chairman of AFF (Singapore) adds, “Globally, fashion has become a generic commodity. The same brands are repeated in countries the world over. It is time for a new style, influence & ideas. AFF’s strength will be its ability to combine the strengths of China’s manufacturing capabilities with the technology and textiles from Japan & Korea. Being the first country invited to join the tripartite association, Singapore’s contribution is not just its strategic geographical location and being the gateway to Asia, but also being seen as a regional leader in developing a cosmopolitan group of designers in heralded events such as SFW. These designers draw from the region’s cultural heritage, marrying it with modern aesthetics to produce tasteful lines that have global appeal and commercial viability. In time the industry here will benefit as a whole as attention will be shifted to Asia. International buyers and media are increasingly looking towards Asia as the next source for fashion designers and labels to provide the unique influences for a fresh perspective on fashion.”

With the fortitude to become an Asian Design Power House of the future, Singapore is the first country to be invited to join AFF, having always positioned itself as the gateway to Asia, especially so in the annual SFW. Asian designers from Indonesia, Malaysia, Vietnam, etc have been discovered and launched through SFW.

As the momentum gathers, more Asian countries will be invited to join AFF, signaling the group’s importance as a design force even in the world’s fashion capitals. Precedence was already established when Japanese designers stormed the European fashion capitals in the ‘80s. Thus it is time the rest of Asia takes up the challenge and become a new fashion influence.

Under an AFF exchange programme, Japanese fashion designer Atsuro Tayama has been engaged to collaborate with a Chinese label (under the huge Han Bo manufacturer/retailer) to design three lines for the China market. These have been launched and are retailing well in China.

Thus the AFF seminar to be held in Singapore during SFW07 (as part of the Fashion Tech Solutions Conference) is focusing on the topic of ‘From Retail to the Streets’. Speakers from Japan, China, Korea and Singapore will share their in depth experiences in retail concepts to fashion as reflected in street wear from their respective countries. Presentations include:

• China: Streets decide retail – the same choice of China & the whole world.
• Japan: Concepts of a fashion store and fashion trends in Japan.
• Korea: Fashion distribution analysis & style trend.
• Singapore: Singapore fashion retail against the changing face of the retail industry in SE Asia & the world.

As the end of the seminar Mr. Colin McDowell, renowned fashion critic & journalist from the UK will chair a panel discussion on: Asia’s position in the Fashion Firmament - The secret of competition with international brands and how Asia’s rising stars can make it big.

The moderator will be Ms Elim Chew of 77th Street (S) Pte Ltd.