Apr 12, 2015 12:00 JST

Source: Orchard Road Business Association

Samsung Fashion Steps Out @ Orchard 2015 Extravaganza Returns to Singapore
- Tandem launch of new Samsung Galaxy S6 4G+ and Galaxy S6 edge 4G+
- 'SG Next50' by Local Designers highlights Orchard Fashion Runway

SINGAPORE, Apr 12, 2015 - (ACN Newswire) - In conjunction with the launch of Samsung Galaxy S6 4G+ and Galaxy S6 edge 4G+, the six-week Samsung Fashion Steps Out @ Orchard 2015 (FSO) fashion extravaganza is back from Friday 10 April - Sunday 24 May 2015.

Samsung Fashion Steps Out @ Orchard 2015 returns

As the Orchard Road anchor event that celebrates all things vogue, FSO 2015 aims to present six spectacular weeks of fiesta as it heralds the Spring / Summer fashion season with runway shows, distinctive exhibitions and exclusive MasterCard(R) shopping promotions. For the sixth year running, Fashion Steps Out @ Orchard is presented by Orchard Road Business Association (ORBA), and supported by Singapore Tourism Board and MasterCard.

As the traffic-stopping curtain raiser for FSO 2015, the highly anticipated Orchard Fashion Runway saw Orchard Road closed to traffic on Saturday 11 April 2015 to create the longest runway for the precinct's grandest fashion show. The usual vehicular bustle along Orchard Road switched to a magnificent outdoor catwalk display of the latest Spring / Summer looks from local and international brands. With a dazzling visual feast, it saw a record number of 176 models strut down Orchard Road, including a unique Samsung fashion segment, and for the first time, childrenswear and a special collection to commemorate SG50.

"With 2015 marking Singapore's Jubilee year, Orchard Road Business Association (ORBA) rounded up some of our nation's most celebrated designers and curated a visionary SG Next50 collection for Samsung Fashion Steps Out 2015. The SG Next50 collection was presented at Singapore's longest catwalk, the iconic Orchard Fashion Runway, together with a showcase of Spring / Summer 2015 collections, which will be available in our Orchard Road stores," said Mr Mark Shaw, Chairman of ORBA.

"ORBA remains committed to making fashion accessible to all, and our six-week long fashion extravaganza offers something for every visitor to Orchard Road," he added.

This year, Samsung re-joins FSO 2015 as Official Technology Partner, and launches its latest Samsung Galaxy S6 4G+ and Galaxy S6 edge 4G+ in tandem with the fashion event of the year. In 2013, Samsung had headlined FSO with the launch of Samsung GALAXY S4 LTE.

"Samsung is honoured to once again collaborate with ORBA for this hallmark event that celebrates the work of some of the best talents in fashion and design. As an organisation, we believe in finding the perfect blend of beautiful craftsmanship and purpose. Similar to how the designers are pushing the boundaries for fashion, our team works relentlessly to capture what we love most about technology and design, as seen in the elegant and powerful new additions to our Samsung Galaxy portfolio, the new Galaxy S6 4G+ and Galaxy S6 edge 4G+," said Eugene Goh, Vice President, IT & Mobile, Samsung Electronics Singapore.

MasterCard(R) returns as the Official Card for FSO 2015 for the sixth year running.

"MasterCard data shows that over sixty percent of consumers do shop offline despite the popularity of online shopping, which shows that the in-store experience is still strongly valued. Through our support for Fashion Steps Out, we are pleased to offer cardholders with a passion for retail and fashion even greater rewards for shopping along Singapore's iconic Orchard Road," said Deborah Heng, Group Head and General Manager, MasterCard Singapore.

Singapore Tourism Board continues to be a supportive partner of FSO 2015.

"The sixth edition of Fashion Steps Out @ Orchard looks set to enliven Singapore's iconic shopping belt, with a variety of lifestyle experiences for visitors to enjoy. It is also meaningful that in commemoration of SG50, FSO will feature even more local designers and fashion this year. Our widely-recognised tourism symbol - the Merlion - will also be making a special appearance as a fashion muse for our local creative talents. These elements will certainly add another dimension of authenticity and fun for visitors and locals," said Ms Tan Yen Nee, Director, Lifestyle Precincts Development, Singapore Tourism Board.

Samsung Fashion Steps Out 2015 - Main Events

The six-week fashion season encompasses a whole host of activities and shopping rewards to celebrate fashion and promote everyday-style.

- Orchard Fashion Runway - 11 April 2015

Orchard Road closed its access to vehicles and was transformed into a glitzy outdoor catwalk display of the latest Spring / Summer collections. Over 170 models walked the Orchard Road runway, donning the latest designs from 13 brands including 50 special looks created by acclaimed local designers to commemorate SG50. Five celebrated local designers with diverse styles - Francis Cheong (Francis Cheong), Max Tan (max.tan), Chiang Xiao Jun (Pleatation), Pauline Lim (PAULINE.NING) and Kenny Lim (DEPRESSION) - presented a forward-looking collection representative of their outlook of SG Next50 years.

The thematic catwalk display will feature looks from these brands:
1. Aimer
2. Ashley Isham
4. FOX Kids
5. Francis Cheong
6. Germain
7. Mary Katrantzou
8. max.tan
9. Moiselle
10. PAUL
12. Pleatation
13. Sean & Sheila

For the first time, children aged four to eight years old hit the streets and joined the Orchard Fashion Runway. 40 children selected through a contest ran by FOX Kids in March 2015 donned the brand's latest designs and joined the other models at this traffic-stopping display.

Ashley Isham, world-renowned Singapore designer, also showcased his Fall / Winter 2015 collection, hot off the runway from the recent London Fashion Week. This marks his third participation in FSO, following the 2013 and 2014 editions.

Invited guests were treated to an exclusive Fashion Party set within a garden at ION Orchard prior to the Runway show. Following the show, guests continued to rock with the music at the Fashion Party at Mandarin Gallery. Shopping hours at Mandarin Gallery were extended till 11pm and special shopping and dining privileges were accorded to invited guests for that night only.

- Style on the Move with Samsung - 11-12 April, 18-19 April and 25-26 April

Two specially outfitted Style on the Move trucks will make their appearance in front of Ngee Ann City and Mandarin Gallery in the first three weekends of FSO 2015. Hop onto the trucks and get the latest buzz of FSO 2015 via the @Orchard mobile app or FSO 2015 microsite while trying out the new elegant Samsung Galaxy S6 and Galaxy S6 edge phones.

- Fashion Sculpture - 10 April - 24 May 2015

Located in front of Ngee Ann City, the 3m by 1.2m installation gives visitors the opportunity to direct their own cover photo shoot. By using their smartphones or the Samsung Galaxy S6 4G+ available for the first 3 weekends at the Fashion Sculpture, visitors can capture their best looks and upload to Instagram with the hashtag #fashionstepsout.

- SG Next50: Fashion Futurism - 17 April - 24 May 2015

Those who missed the Orchard Fashion Runway can still catch the 50 special looks created by local designers through the SG Next50: Fashion Futurism exhibition at Paragon Atrium 1.

Apart from the 50 outfits on display which symbolizes Fashion Reflection, Then and Now, visitors can catch a glimpse of the creative development process and the inspiration behind the collections that pay tribute to Singapore's Fashion and Style. The five celebrated local designers with diverse styles are Francis Cheong (Francis Cheong), Max Tan (max.tan), Chiang Xiao Jun (Pleatation), Pauline Lim (PAULINE.NING) and Kenny Lim (DEPRESSION).

- Fashion Splash - 1 - 21 May 2015

The iconic Singapore Merlion becomes a fashionista for FSO 2015. To creatively engage the community, familiar national icon, the Merlion, is recreated in clay figurines and fashionably styled by faculty and students of Raffles Design Institute. Reimagined with a modern, stylish and modernised edge, the figurines will be exhibited at orchardgateway Level 1. This Fashion Splash showcase is composed of 30 figurines (15 of which at 20cm in height; the other 15 at 40cm tall).

"My students and I are thrilled to be a part of Fashion Splash and look forward to dressing the iconic Merlion in celebration of Singapore's Jubilee Year. Dressing figurines is reminiscent of the early days of fashion in France, when fashion dolls were used to convey looks and showcase designs," said Giuseppe (Joe) Spinelli, Principal of Raffles Design Institute. "People can expect a modern and uniquely Singaporean twist to this old method of designing fashion and we are really excited to share our designs with the public," he added.

- Shopping with MasterCard - 10 April - 24 May 2015

Shoppers who charge a minimum of $300 to their MasterCard at any of the participating malls* on Orchard Road will be eligible to redeem a $30 shopping voucher (terms and conditions apply). Regardless of payment mode, all shoppers also stand a chance to win 20 sets of the brand new Samsung Galaxy S6 phones and shopping vouchers in the Shop, Dine & Win Draw with every $50 spent at any outlet in the participating malls. MasterCard cardholders TRIPLE their chances of winning for every $50 charged to their MasterCard credit or debit card in a single receipt.

Participating malls:
1. 313@somerset
2. Forum The Shopping Mall
3. Mandarin Gallery
4. Ngee Ann City/Takashimaya Shopping Centre
5. Orchard Central
6. orchardgateway
7. Paragon
8. TANGS Orchard
9. The Centrepoint
10. Wisma Atria

For more information and photos, please visit www.orchardroad.org/fso and www.facebook.com/fashionstepsout.

Official hashtag for FSO 2015 - #fashionstepsout

Photos from the Orchard Fashion Runway as part of the six-week Samsung Fashion Steps Out @ Orchard 2015 can be downloaded here: http://bit.ly/1Cx2zKE - Kindly credit all images to 'Orchard Road Business Association'.

About Samsung Fashion Steps Out @ Orchard

Samsung Fashion Steps Out @ Orchard (FSO) is an annual highlight and one of the key events organised by Orchard Road Business Association (ORBA), aimed at bringing fashion to the man on the street.

Into its sixth year, FSO 2015 takes place from Fri 10 April - Sun 24 May 2015. During this six-week event, the Orchard Road shopping belt of nearly 800,000 sqm of retail space will herald the Spring/Summer fashion season with exciting events and promotions designed to spice up everyday fashion and thrill shoppers.

The marquee event of FSO 2015 - Orchard Fashion Runway - is slated to take place on Sat 11 April 2015. This annual signature event switches the usual vehicular bustle for a dazzling outdoor catwalk display of the latest Spring / Summer designs from local and international brands.

FSO 2015 aims to celebrate fashion and promote everyday-style through compelling shopping rewards and exciting events. The six weeks are packed with activities and include MasterCard shopping deals, making fashion accessible to all on the street.

About Orchard Road Business Association

Since 1998, Orchard Road Business Association (ORBA) has represented the interests and welfare of businesses along Orchard Road. Through the creation of activities, business development, promotion and marketing, ORBA preserves, promotes, improves and facilitates businesses on Orchard Road.

A five-member office manages ORBA's day-to-day operations, while an executive committee comprising various stakeholders working pro-bono sets its direction and ensures that the interests of ORBA members are advocated.

ORBA also organises memorable events for visitors and tourists to Orchard Road, such as Christmas on A Great Street, Fashion Steps Out and Rev-Up @ Orchard. Christmas on A Great Street, classed as one of Frommer's World's Best Holiday Lights in 2010; Lonely Planet's Top 10 Christmas Markets of the World in 2011; and IDA Achievements 0 Merit Award Winner 2012, is an annual signature event that heralds the start of the festive season here in Singapore, which many look forward to as an unforgettable experience.

Membership in ORBA is open to Orchard Road stakeholders, as well as non-stakeholders who have an affiliation to lifestyle business along Orchard Road. There are 112 members in the Association, including the owners and management of shopping malls, departmental stores, leading retailers, hotels and restaurants. In 2013, the Association launched the ORBA Privilege Card, the first precinct-centric employee's privilege initiative in Singapore that aims to benefit members' employees and boost the profiles of Orchard Road businesses.

ORBA operates under the auspices of Singapore Tourism Board (STB) with its administration entrusted to an Executive Committee (EXCO) comprising some of Orchard Road's key stakeholders. The EXCO is headed by Chairman Mr Mark Shaw who is also the Executive Vice-President of The Shaw Organisation Pte Ltd. For more information, please visit www.orchardroad.org or www.facebook.com/orchardroad.sg.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative ideas and technologies, redefining the worlds of TVs, smartphones, wearable devices, tablets, cameras, digital appliances, printers, medical equipment, network systems, and semiconductor and LED solutions. We are also leading in the Internet of Things space through, among others, our Smart Home and Digital Health initiatives. We employ 307,000 people across 84 countries with annual sales of US $196 billion. To discover more, please visit our official website at www.samsung.com and our official blog at global.samsungtomorrow.com.

About MasterCard

MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world's fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard's products and solutions make everyday commerce activities - such as shopping, traveling, running a business and managing finances - easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardAP and @MasterCardNews, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore's key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the "YourSingapore" brand. For more information, please visit www.stb.gov.sg or www.yoursingapore.com.

For media enquiries, please contact:

Ninemer Public Relations P L -
Ms Lee Peishan
Senior Consultant
Tel: +65 6534 9909
Mob: +65 9876 5348
Email: leepeishan@ninemer.com

Ms Sheryl Tan
Account Executive
Tel: +65 6534 9959
Mob: +65 9061 2203
Email: sheryltan@ninemer.com

Ms Adine Loh
Deputy Executive Director
Tel: +65 6733 1120
Email: adine@orchardroad.org

Ms Tan Hui Yi
Assistant Manager, Marketing Communications
Tel: +65 6733 1120
Email: huiyi@orchardroad.org

Source: Orchard Road Business Association
Sectors: Retail & eCommerce, Travel & Tourism, Consumer Electronics, Daily News

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