Plaza Singapura, one of Singapore’s largest iconic malls along Orchard Road, today held its first underground event named #StyleFeed Fashion Party, featuring the newest collections from some of Singapore’s most well-known online blogshop-turned-offline retailers, including Runway Bandits, Shop Sassy Dream, Ninth Collective, Fayth and Addicts Anonymous, which are all located at Basement 1 of the mall.

In recent years, online apparel retailers have been recognising the added value of owning a physical presence, and Plaza Singapura has been a popular offline platform of choice. The most recent addition to the growing number of local fashion brand outlets at the mall would be Fayth on 7 April 2018.

Highlights of the Party

At the media-exclusive segment of the party, we were treated to masterclasses by 3 public figures: Daryl Aiden Yow, Mongchin Yeoh and Ellie Tan who shared tips on creating an “Insta-worthy” look with apparels from the labels.

Mongchin (known by Instagram users as @mongabong) introduced her skincare routine (which involves 11 steps!) and collaborated with Ellie (known by Instagram users as @ell4d) to discuss their daily makeup routine as well as introduce makeup products from Nyx and Etude House.

On the other hand, Daryl (known by Instagram users as @darylaiden) gave a short introduction to his photography and shared stories behind certain featured photographs.

The event venue was beautified by several photo backdrops included the stage backdrop which featured a donut wall and several balloon sculptures that donned the Runway Bandits shop’s wall.

Guests were also treated to a tour of the blogshops’ physical stores, where designers such as Lee Le from Fayth and Quek Swee Ying from Runway Bandits, spoke about the concept and inspiration behind their new collections, which were launched at the stores.

The public were also included in this celebration of local fashion brands as lucky fans got a chance to get a makeover by Mongchin and Ellie.

Local Fashion Brands

The focus of the event was of course the rising local brands which all have outlets in Plaza Singapura. Most had started as online shops.

Featured brands include:

Fayth #B1-03 – a fashion label that aims to embody the personal style and sensibilities of the modern stylish woman

Runway Bandits #B1-31/31B/33 – founded in 2008, this label is known for its timeless, understate wardrobe pieces at accessible prices

Shop Sassy Dream #B1-30/34 – a label where “every woman can find something for herself”. The label offers a wide variety of designs and the shop is divided according to clothes categories

Ninth Collective #B1-15 – this label “offers everyday styles for the urban women” through “refining female silhouettes with a confident and playful attitude, in modern tailoring”.

Addicts Anonymous #B1-17A/18 – the first in-house brand by Enviably Me and aims to “feed shoe addicts the world around with affordable designs that are straight out of the fashion runways”.

It is indeed encouraging to see local blogshops and labels setting up shop physically in malls as they grow in popularity. What are you waiting for, head down to Plaza Singapura to get your hands on the labels’ beautiful pieces today!