On 22 July 2012, the entire Zouk complex was transformed into an unofficial fashion mall for The Fashion Uprising. Furnished with constructed display racks, changing rooms and cash registers, Zouk was dressed to the nines with the pop-up storefronts of the 12 participating online labels as they came together in the name of collaboration and friendly competition.
Following the theme of carnival fun, brought to life by the décor, lighting, music and set-up of the entire complex, excited shoppers were treated to special deals and exclusive collection previews, courtesy of the 12 brands housed under Chic Kiss Love; Dressabelle, Foggiare, Hollyhoque, Hungover Sundays, Kristine’s Collection, Lacepipe, Missypixie, Momoteapots, The Closet Lover, The Design Closets, The Stage Walk, Vogue Fashion House.
More than 2,000 fashionable shoppers (men and women included) and media, including popular fashion bloggers, Dawn Bey of dawnbey.com and Genie Yamaguchi of The Couture Pony attended the event. Attendees delighted in more than 120 exclusive unreleased designs, sipped The Love Potion specially concocted by Zouk and watched Singapore’s longest runway show walk right before their eyes in a catwalk route that caught shoppers off guard.
Golden tickets holders gained exclusive access to a one-hour preview of The Fashion Uprising and received a door gift with $120 worth of vouchers from Chic Kiss Love among other gifts from generous sponsors. They also enjoyed one complimentary Love Potion and a one-time Zouk entry pass valid till September.
The camaraderie and combined publicity efforts of the 12 labels drew a huge crowd and led to snaking queues at each changing room. Hollyhoque, in particular, turned the recently renovated Velvet Underground into their own fashion warehouse, attracting a throng of shoppers trailing from the dance arena to the exclusive Velvet Lounge.
The carnival-esque atmosphere was further accentuated by sponsors’ efforts at making these shoppers feel appreciated. From free ice cream from Gushcloud outside the renowned nightspot to Swoop’s photobooth complete with outrageous wigs and zany props to Chic Kiss Love’s very own “I AM” wall, indulgence was rife at The Fashion Uprising. Guests, who made purchases at the event were also treated to a free makeover by Maybelline, at their booths situated on the second floor in the Zouk dance room.
1500 Love Potions were consumed on the day, with 25 percent of the proceeds going to the Singapore Association for the Visually Handicapped; an initiative undertaken by Chic Kiss Love to give back to society.
The atmosphere and excitement reached a high as 3.30 pm neared. Local models, faces of the 12 shops under Chic Kiss Love, set ablaze the 650 metre runway which snaked throughout Phuture, Wine Bar, Velvet and Zouk. Standing out among the masses, these 12 gorgeous representatives of each shop had their hair done by the professional stylists from Kenaris salon, sponsored by Redken. Faces were painted to perfection by the make up artists from Maybelline Singapore.
The models gave out prizes sponsored by Swoop, Zouk and Boathouse to the audience in a unique, interactive runway show, which incorporated a lucky giveaway. Lasting a solid 27 minutes with the bass pounding in the background, the models finished with a bang in a final walk outside Wine Bar.
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