Home Fashion Fashion News Audi Fashion Festival 2013 - The Campaign "Crafting the Future"

Audi Fashion Festival 2013 - The Campaign "Crafting the Future"

Wednesday, 17 April 2013 | by Kityan Choo

2013 marks the fifth anniversary of the Audi Fashion Festival (AFF) as well as a year of change. Having reached this milestone, AFF2013 will definitely prove to be more exhilarating and electrifying than ever before.



“The Audi Fashion Festival has come a long way since 2009. It makes me proud to look back at not just the international names in fashion who have participated in the festival, but also the way the festival has evolved as a platform to support home grown talent. This year we’re excited to have two local models represent AFF in our campaign.” says Festival Director, Tjin lee.

The theme for AFF 2013 is Crafting the Future, giving prominence to excellent artistry that will pave the way for the future.

Craftsmanship is an integral part of fashion and design for both fashion and cars. This year, the new Audi A3 will set new standard of prestige and quality. Mr. Jeff Mannering, Managing Director of Audi Singapore, says, “2013 marks the fifth consecutive year that Audi is involved as the title sponsor. Through the Audi Fashion Festival partnership, we demonstrate the longstanding relationship that Audi has always had with fashion and design. We believe that Singapore deserves to be among the top fashion cities and we want to do our part to support this journey.”



“The chosen theme for this year’s event, ‘Crafting the Future’ echoes the shared belief of all involved. Just as Audi introduces progressive technologies executed with style, high quality and detail of a fine craftsman, the designers presenting their creations at the shows are offering their vision for the future,” adds Mr. Mannering.

In the spirit of the theme, AFF has chosen Singapore’s two most iconic models to star in the campaign – Supermodel Sheila Sim and up-and-coming star Vivien Ong. Sheila was considered AFF’s resident model as she was casted in majority of the shows since 2010. She has graced the covers of Singapore’s main fashion titles and has also been featured in campaigns for Marc Jacobs, Loewe, Shanghai Tang and Tiffany & Co. “I am more than honoured to be co-fronting the AFF2013 campaign. I've been walking for AFF since its inception, and to be fronting the campaign, it feels like my journey has come full circle.” Sheila says.

The new face to watch on the fashion runways of Singapore is rising star, Vivien Ong. Her body of work includes modelling for Issey Miyake, Comme des Gracons, Balenciaga and Stephan Roland to name a few. Vivien’s latest accomplishments include gracing the cover of February’s ELLE Italia as well as walking the runway during Paris Fashion Week for seven shows including Vivienne Westwood, Zadig and Voltaire and Paul & Joe. Vivien says, “I’m thrilled and honoured to have the opportunity to be fronting a locally-conceived and extremely successful fashion festival such as the Audi Fashion Festival.”
Shot by Singapore’s renowned fashion photographer, Joel Lim, the concept for the shoot is sleek and modern featuring a close-up portrait shot of the models. The theme of craftsmanship is woven into the shoot as Sheila and Vivien are accessorised with intricate cuffs and collars from Indonesian label, Toton, which aligns the festival’s stance on supporting Asian designers.



Make-up label, NARS, designed the elaborate eye make-up drawing inspiration from the curvature and craftsmanship of the Audi A3’s contemporary headlights. Senior Brand Executive, Candice Goh, explains, “Focusing on an edgy & futuristic look, strong eyes and bold colour are the major themes of the look. The bold lips exude confidence and evoke vivacity, with the shocking pink of NARS Lipstick in Schiap, with a lacquer to top it off in Lip Lacquer Hot Wired. The precision, sharpness and blackness of the NARS Eyeliner Stylo in Carpates, with graceful slashes of white from Larger-than-Life Long Wear Eyeliner in Santa Monica Boulevard, are representative of the characteristics of the new Audi A3 2013 headlights.”

Both models’ identical asymmetrical chin-length bobs, created by Redken, lend the campaign image a futuristic edge.

On working with each other, the two are full of nothing but praise and admiration. “Although I have known Vivien for a year now, I was very excited as this was the first time shooting together. I am definitely proud of the success she has achieved for herself- she is a talented girl who is driven and hardworking and has so much potential.” Muses Sheila. Vivien was equally thrilled on the opportunity to work with her “big sister”, who mentored her when she was just starting out in the modelling industry,

The final result is an image that fuses high fashion with technology and innovation that adequately captures the spirit of Crafting the Future.

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