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Fashion Season @ Orchard brings fashion to the people!

Six-week extravaganza from 25 March to 8 May features catwalks, styling workshops and other fashion-related and shopping events

Singapore, 14 March 2011 – Retailers in Orchard Road can look forward to receiving a boost to their business while shoppers and tourists can expect a host of exciting events when Fashion Season @ Orchard returns to the prime shopping belt next week for the second year after a successful debut last year.

In 2010, Fashion Season @ Orchard attracted a turnout of 141,541 visitors to its key events on Orchard Road, which also saw increased footfall and spending at fashion retail shops, F&B outlets and hotels. Much buzz was generated with over 350 people participating in the Fashion Styling Workshops, 6,500 spectators at the Fashion Runway Show and over 90,000 in page views on the FSO website.

Fashion Season @ Orchard 2011 (FSO 2011), organised by Orchard Road Business Association (ORBA) in partnership with Singapore Press Holdings (SPH) and Official Card MasterCard, and supported by Singapore Tourism Board (STB), will be held from 25 March to 8 May 2011. The six-week campaign promises an interesting line-up of fashion-related events and parties, as well as a host of shopping and dining promotions that will delight all shoppers.

FSO 2011 will see over 120 retail stores and 10 shopping malls along Orchard Road presenting their latest Spring/Summer collections of fashion apparel, accessories, shoes, bags, jewellery, make-up, fragrances and hair products.

ORBA’s Executive Director, Mr Steven Goh, says, "Following last year’s successful launch, Fashion Season @ Orchard 2011 will continue to entice shoppers with a host of fashion-related lifestyle events.”

“Orchard Road is the place where it all comes together – our array of fashion offerings celebrates fashion and our street is the place to see and be seen. This Season, shoppers can once again obtain fashion tips from our styling workshops and create their own unique fashion statements.”

“Our retailers, both fashion-related and otherwise, are also excited to learn that Fashion Season @ Orchard is back and have given their strong support for this event,” he adds.

Orchard Fashion Runway and Asian Model Search

FSO 2011 will not be complete without the highly-anticipated Orchard Fashion Runway. Close to 150 models will showcase this season’s best looks from more than 10 participating local and international fashion labels on a 160m long outdoor runway stretching from ION Orchard to Wisma Atria. The models will be donning the latest Spring/Summer makeup by Shu Uemura, and sporting hair styled with Redken’s products. The Orchard Fashion Runway show promises to dazzle crowds with the latest looks from fashion labels such as alldressedup, Paule Ka, T.M. Lewin, as well as newly launched labels from Robinsons.

The popular outdoor mega catwalk collection show is organised by leading fashion magazines Her World and Nuyou.

Leading the models during the opening of the runway show will be the 15 contestants of the FSO Asian Model Search. Up-and-coming models from regional countries and cities such as China, Indonesia, Malaysia, Philippines, Taiwan, Thailand and Vietnam will gather in Singapore for this talent search competition. Amongst them are four models from Singapore who will also be vying for the title of ‘FSO Asian Model’ as well as $10,000 worth of fabulous prizes. For the first time, the FSO Asian Models will be dressed by Official Fashion Label, Robinsons.

A panel of judges comprising fashion industry experts will determine which model stands out, while members of the public will be invited to vote for their favourite model. One lucky voter stands to win, among others, the top prize of $1,000 worth of prizes. Members of the public can get to know these models more intimately through exclusive interviews on SPH’s Internet TV channel, The Straits Times RazorTV.

Fashion for everyone

One does not need to be a fashionista to be part of FSO. Fashion styling workshops by professional model-turned-stylist Jerome Awasthi, Patrick Sin (Deputy Fashion Editor) and Pearlyn Tham (Fashion & Beauty Editor) from Her World, Terence Lee (Fashion Editor) from Nuyou, as well as fashion writers Rohaizatul Azhar and Ian Lee from The Straits Times Urban, will demonstrate how one can dress well and look good without fuss. At the various workshops, participants get clued in on the season’s latest colours and will be taught how to pull of animal prints, florals etc. with panache. Joining them are trainers from Shu Uemura and Redken who will be on hand to share tips and tricks on achieving the perfect makeup and hairstyles.

There will also be a host of fashion-related parties and shows at various malls. Highlights include the FSO Launch Party at Orchard Central, an eco-fashion exhibition (Fashion Reglammed! @ Wisma Atria) showcasing works by students of Raffles Design Institute, as well as a Green and Gorgeous Earth Hour Fashion Party on 26 March at 313@somerset, which allows ladies to swap their pre-loved items with others.

Even fashion window displays will come to life as retailers compete on creativity and style to be named the winner of the FSO Fashion Window Display Contest 2011. Shoppers will be invited to vote for their favourite fashion window display and stand to win $5,000 worth of prizes.

Mr Andrew Phua, Director of Precinct Development at the Singapore Tourism Board, says, “Singapore is already known as the region’s shopping capital and Fashion Season @ Orchard is our way of celebrating and sharing the latest Spring/Summer collections with trendy shoppers. Fashionistas can not only look forward to enjoying the latest trends and retail privileges but also experience the buzz of excitement around Orchard Road that is fueled by the many fashion-related activities that have been lined up, complemented by the range of lifestyle options that Orchard Road presents."

Shop, Dine and Win!

To further enhance the overall experience of shopping on Orchard Road – A Great Street, visitors will be spoilt with a myriad of shopping and dining promotions. During Fashion Season @ Orchard, shoppers can enjoy fantastic promotions at various participating malls, retailers, hotels and F&B establishments.

Shoppers also stand a chance to win $70,000 worth of jewellery and shopping vouchers by taking part in the FSO Shop & Win Draw. Those who charge their purchases to their MasterCard cards triple their chances of winning.

“Fashion Season @ Orchard was without doubt a huge success in its inaugural year, not only in raising the profile of fashion on Orchard Road but also from a business perspective, with increased spending on MasterCard cards. Retail spending remains a priority for Singaporeans and we are pleased to continue our support of Fashion Season @ Orchard this year, to bring our cardholders new and exciting lifestyle privileges,” says Ms Julienne Loh, Vice President and Country Manager, Singapore, MasterCard Worldwide.

FSO 2011 is managed by SPH MediaBoxOffice (SPH MBO), a fully-owned out-of-home media and events subsidiary of SPH, which had also staged last year’s event.

Mr Edward Tang, General Manager of SPHMBO, says, "Aside from the economic spinoffs for the retail business, this year's Fashion Season promises a wide range of events and activities to cater to everyone, from glamorous catwalks to practical tips on grooming to opportunities to win attractive cash prizes in contests. We would like as many people as possible to experience and appreciate fashion in the broadest sense."

“As a multimedia company with strong relations with corporate advertisers, SPH is proud to partner ORBA, STB and MasterCard to bring fashion to the people,” he adds.

More information on Fashion Season @ Orchard can be found at


Media Contacts

For Orchard Road Business Association

Adine Loh

Associate Director
Orchard Road Business Association
DID: +65 6733-1120

Jasmine Fu
Assistant Manager, Marketing Communication
Orchard Road Business Association
DID: +65 6733-1120

For Singapore Tourism Board

Ho Wan Ling / Gavin Liow
STB Communications
DID: +65 6831-3470 / +65 6831-3693
Email: /
STB Media Hotline: +65 9011-2071

For MasterCard

Ashwin Seshadri
DID: +65 6825-8021

For Singapore Press Holdings

Adrian Cheong
Corporate Communications Manager
Singapore Press Holdings Ltd
DID: +65 6319-2261
HP: +65 9798-6097

About Orchard Road Business Association

Orchard Road Business Association (ORBA) was formed in 1998 under the auspices of the Singapore Tourism Board (STB). ORBA represents the interests of
Orchard Road stakeholders and also non-stakeholders who have an affiliation to lifestyle business along Orchard Road. ORBA preserves, promotes, improves and facilitates businesses on Orchard Road. Members include the owners and management of shopping malls, departmental stores, leading retailers, hotels and restaurants.

Some of Orchard Road’s key players are represented in the Executive Committee (Exco), to which the administration of ORBA is entrusted. The Exco is headed by Mrs Sng Ngoi May, Executive Director of Orchard 290 Pte Ltd (Owner and Manager of Paragon Shopping Centre) as Chairman.

For more information, please visit

About Singapore Tourism Board

The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore’s key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the “YourSingapore” brand.

For more information, please visit or

About MasterCard Worldwide

As a leading global payments company, MasterCard Worldwide prides itself on being at the heart of commerce, helping to make life easier and more efficient for everyone, everywhere. MasterCard serves as a franchisor, processor and advisor to the payments industry, and makes commerce happen by providing a critical economic link among financial institutions, governments, businesses, merchants, and cardholders worldwide. In 2010, $2.7 trillion in gross dollar volume was generated on its products by consumers around the world. Powered by the MasterCard Worldwide Network – the fastest payment processing network in the world – MasterCard processes over 23 billion transactions each year and has the capacity to handle 160 million transactions per hour, with an average network response time of 130 milliseconds and with 99.99 percent reliability. MasterCard advances global commerce through its family of brands, including MasterCard®, Maestro®, and Cirrus®; its suite of core products such as credit, debit, and prepaid; and its innovative platforms and functionalities, such as MasterCard PayPass™ and MasterCard inControl®. MasterCard serves consumers, governments, and businesses in more than 210 countries and territories.

For more information, please visit us at Follow us on Twitter: @mastercardnews.

About Singapore Press Holdings

Main board-listed Singapore Press Holdings Ltd (SPH) is Southeast Asia's leading media organisation, engaging minds and enriching lives across multiple languages and platforms. It publishes 17 newspaper titles in four languages and over 100 magazine titles in Singapore and the region. Every day, 3 million individuals or 77 percent of people above 15 years old, read one of SPH’s news publications. SPH’s internet editions of its major newspapers enjoy over 263 million page views with 18 million unique visitors each month. Other new media initiatives include AsiaOne, omy, ST701, Stomp and The Straits Times RazorTV. SPH has also ventured into book publishing, broadcasting, outdoor advertising and properties.