As a true sign of the times, Singapore is taking a page out of Paris‘ and Milan’s playbooks to launch its own virtual fashion festival, The Front Row.

The 10-day event will showcase a wealth of exciting fashion talents around Asia, with a focus on Singapore’s own fashion scene. GINLEE Studio, MAX.TAN and Graye are just some of the 31 homegrown labels will get their share of the spotlight during the festival, which is spearheaded by the local godfather of fashion, Daniel Boey.

“This initiative is entirely conceptualised and produced by Singaporeans to show the world how we have embraced and banded together in this new world,” said Boey. “We hope that Singaporeans will give their support to our local creative talents and designers.”

The Front Row will be presented through a variety of digital formats that we’ve seen at the recent Fashion Weeks, such as virtual runway shows, fashion films and even animation. But, with a stroke of innovation, these will all come together in the festival’s “virtual fashion village” — a 360-degree, 3D environment that’s modelled after Singaporean landmarks.

Think of it as Animal Crossing meets Fashion Week. The village comprises of several interactive zones for visitors to explore. “The Runway Room”, as the name suggests, is where designers will present their collections. Over at “The Gallery” is a photography exhibition by photographer Rui Liang (AKA Toon) and illustrator Gary Goh, both veterans of Singapore’s fashion industry.

But if you’re looking for valuable fashion insider knowledge, “The Coffeeshop” is your place. It’s where you’ll find a series of panel discussions, interviews and podcasts featuring notable fashion figures across the region.

Amongst them is Next in Fashion winner Minju Kim, Singapore-born, Melbourne-based designer Jude Ng, as well as Carven Ong, the Malaysian designer behind the iconic wedding look in Crazy Rich Asians.

They’ll offer insight across a gamut of topics, including ethical fashion, sustainability, the digitisation of fashion, as well as navigating the Asian fashion industry during the COVID-19 pandemic.

The Front Row isn’t just a click-and-view affair, however. Guests can get a hands-on experience through the festival’s online styling workshops. Homegrown accessory designer, The Kang, will also be conducting a tutorial on making his signature bags and pouches from upcycled materials.

Not only does The Front Row have something for everyone — it’s also open to all. It’ll launch on 20 August and run through 29 August at the festival’s official website, thefrontrow.style. You can also head to its Instagram page for updates and to check out the festival’s schedule.

Header photo credit: The Front Row

Pameyla Cambe
Senior Writer
Pameyla Cambe is a fashion and jewellery writer who believes that style and substance shouldn't be mutually exclusive. She makes sense of the world through Gothic novels, horror films and music. Lots of music.