JEM, the fashion capital of the west, kicked off it’s inaugural fashion season with a spectacular street parade. 9 contingents, comprising models, cheerleaders, skater girls, children and top faces presented the latest trends, and featured the season’s collections from 39 fashion, accessory and shoe labels, including robinsons, marks&spencer, adidas originals and celio.Image  new york-based singapore top model vivien ong kicked off The Hip Parade in style, leading a contingent ( which included asia’s next top model cycle alumni sofia wakabayashi from japan and stephanie retuya from the philippines ) of colourful brights and sophisticated prints from Robinsons ….ImageImageImageImageImage Image  ….. before returning to close off the show in snappy, ritzy style with a polished collection by brit retailer marks & spencer


ImageImageImageImageImageImage  the other contingents took inspiration from the catwalks of london, paris and new york, taking guests on a jaunt through the tate modern and wall street to a leisurely stroll through the jardin des tuileries in spring … something which could become a reality for 3 shoppers at JEM, who might win for themselves a trip for two to any of the afore-mentioned fashion cities ImageImageImageImageImageImageImageImageImageImageImageImageImage the juniors had their time in the spotlight too, giving the adults a run for their money as they took to the catwalk in collections from pumpkin patch, scool, zero 2 six, kidstyle, milabear, cotton on kids, lemmi and three little kids and a woof. joining the kids from top juniors agency, impact models, was little oliver, son of celebrity host petrina kow and photographer sun lingun, in his catwalk debut.  ImageImageImageImageImageImageImageImageImageImage  the 80-strong cast also included 5 fresh faces – undergrads brandon teo ( face of the NTU campaign ), teens model search winner luke pereira, hidir and ken and ( veteran singapore model ) david lim-lookalike, derrick chua – joining the skater girls and cheerleaders in the fashion mardi gras ImageImageImageImageImageImage the star-studded guest list from the worlds of fashion, music, theatre, film, television and radio , alongside a couple of personalities from reality show supermodelME and the new paper new face modelling contest, were treated to an evening of champagne and hor d’oeuvres and a slew of fabulous shopping vouchers

ImageImageImageImage my team and i spent a crazy-exhausting three months putting the entire event together , but we had a fab time. look out for my next post, when i take you behind-the-scenes in the making of The Hip ParadeImageImageImage

the JEM fashion season stretches from 17 april till 4 may, with a host of fashion activities, including fashion installations every week ( curated by my team and i ) .

the first 200 shoppers daily to spend a minimum of S$150.00 will get an exclusive dual-tone felt clutch ( limited to one per shopper per day )

every S$50 spent earns you a chance to win a trip for two to either london, paris or new york.

check out the JEM facebook page for more details  https://www.facebook.com/JemSingapore?rf=259576197501058

happy shopping ! and good luck !!!


ps thanks to ryan tan, jeri soh, wesley kow, yasminne cheng, kenerf sim, jansen siak, jessica ye for the fab pics


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