Singapore’s premier fashion event takes on a new course this year, claiming the iconic name Singapore Fashion Week (SFW). Building on eight successful editions as a consumer-centric fashion festival, SFW broadens its scope to include thought- leadership initiatives and industry development. This year, SFW introduces a global strategic alliance with the Council of Fashion Designers of America (CFDA
) and a new strategy to bring about internationalisation of Singapore designers. Singapore Fashion Week is organised by Singapore's leading fully integrated communications agency, Mercury Marketing & Communications.
Mercury Marketing & Communications is an award-winning agency with three divisions – Mercury PR, Mercury Events and Mercury Creative – specialising in fashion, lifestyle and luxury industries. Since 2009, Mercury has organised the Audi Fashion Festival Singapore, bringing in shows with attendance by international designers including Christian Lacroix, Vivienne Westwood, Roberto Cavalli, DSquared2, Missoni, Ungaro, Mugler with Nicola Formichetti, Zac Posen, Roland Mouret, Carolina Herrera, Tsumori Chisato, Peter Pilotto, Hussien Chalayan, Prabal Gurung, Thomas Tait and Oscar de la Renta. Mercury is also the founder of Blueprint in 2004, an initiative designed to support Singapore and Asian designers, which is today a fashion exhibition and trade show in partnership with Textile and Fashion Federation and MP Asia since 2010. Mercury has also taken on the role of organizing the Asia Fashion Exchange in 2010, a public- private sector partnership spearheaded by the Singapore Tourism Board, together with government agencies SPRING Singapore, International Enterprise Singapore to promote Singapore as the fashion hub of Asia.
