Client: The Front Row
Year: 2022

#FASHTAG is a fashion-focused takeover of Raffles City Shopping Centre during Singapore Design Week 2022.

Through a series of collaborative, cross-disciplinary events and activations, #FASHTAG explores the possibilities for fashion in an increasingly decentralised and digital post-pandemic world. It also celebrates sustainable, inclusive design, and champions the spirit of cross-border collaborations.

In collaboration with Daniel Boey, we co-curated and conceptualised the campaign identity and spatial design aesthetics. Our campaign models include Singapore’s top models KAIGIN YONG, DIYA PRABAKAR, SRRI RAAM and they are joined by former Singaporean top model, PAT KRAAL, who is now based in Paris, as well as new fashion face ALYSSHA HANNAH. The models are wearing pieces from Singapore designers Thomas Wee, Max Tan and upcycled fashion pieces from RDI graduate Eva Huang (BA Fashion).

Our design concept revolves around "A Transdigital World" where we deconstruct and amplify the elements of digital QR (Quick Response) codes into a visual experience to symbolise the essence of this phygital campaign. The distinctive “pixels” present in the QR codes are reconstructed into a unique avant-garde visual system that can be translated into physical and digital touch points to create an immersive exhibition experience.

We then designed various installations and spaces, transforming a retail mall into an exhibition space by turning fashion into art and making them accessible to the public audience.

Visitors can look forward to the following key programmes:
A digital exhibition of fashion x art collaborations and NFTs.

A digital Extended Reality showcase of fashion shows, featuring labels with a conscience.

Featuring virtual runway shows and fashion films documenting the creative pivots made by the fashion industry during the pandemic.

Cabine shows with an inclusive, fluid and diverse cast.

Void Deck #Conversations
An open discussion platform where Singapore fashion schools, such as Raffles Design Institute and LASALLE College of the Arts, share their inspirations and respective journeys in creating upcycled or digital projects.

Demonstrative workshops by three creatives who have made recycling, upcycling and sustainability the cornerstone of their business.

Awarded GOLD at The MARKies Awards Singapore 2023 for Most Effective Use - Events (Physical/Virtual).
Awarded SILVER at The MARKies Awards Singapore 2023 for Most Effective Use - Content.

Photography: Rui Liang (Toon)
Set Designer: Aaron Lim
Tech Partner: AP Media
PR Partner: Word of Mouth Communications

Layout plan for Installation 1
Layout plan for Installation 2
Installation 1
Installation 1 - Using metallic sheets on plywood to create a textured layering
Installation 2
2.5 x 7.5m tall Winch Banner
Layout plan for Main Exhibition setup
Sustainable Tree Installation

Upon scanning the QR codes, visitors will see the respective works of the artists and designers.

Daniel Boey (Godfather of Singapore fashion) with his entourage of models

Main campaign video

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