Dentsu brings major fashion event to Singapore

Being held in Singapore from 16-18 September, Fashionquake Aid 2011 World Runway Premiere is being sponsored by the Singapore Tourism Board.

The eight countries participating in the inaugural event are: Brazil, France, Italy, Japan, Russia, Singapore, the United Kingdom and the United States.

The style battle will unfold between teams that include a stylist as the director and team leader, a makeup and hair artist, and five models.

Dentsu points to the success of the Tokyo Girls Collection, which started in 2005 and went on to become the biggest fashion festival in Japan.

Saying that fashion events tended to be single-brand shows, the Tokyo Girls Collection was the first to gather several brands under one roof.

“This event, with the theme of ‘Real Clothes from Japan to the World,” was a totally new fashion event that shook the world,” organizers say.

Jake f.R, who handled the planning and production of this semi-annual show until January 2011, will be the director for World Runway.

RRR and Dentsu will handle all the details regarding the actual implementation. RRR will be responsible for producing, running and promoting the event, while Dentsu will handle sponsorship sales and the sales of worldwide broadcasting rights.

The event will be made into a television program, with plans to broadcast it throughout Asia at a later date. The winning team will be awarded a monetary prize, part of which will be donated to disaster relief activities around the world.

This year’s Tokyo Girls Collection saw Google offer real-time purchasing opportunities around the show, as well as extensive coverage on YouTube.