Events, Fashion — May 13, 2013 at 2:45 pm

‘Crafting the Future’, a chat with Audi Fashion Fest’s producer


Fashion and music have always formed a good pair, influencing and running onto each other. When the Audi Fashion Festival unveiled Azealia Banks as guest star for its fifth edition, we, at Music Weekly Asia, started craving to know more about Singapore’s premier fashion show and its seducing menu. Jeremy Tan, producer of the Audi Fashion Festival, answered our questions.

Audi Fashion fest 2013

Music Weekly Asia: First of all, congratulations to Audi Fashion Festival for celebrating its 5th year! How do you think has the festival grown since the very first show in 2009?

Jeremy Tan: Thank you! We’re extremely excited for this year’s installment of Audi Fashion Festival (AFF). I was just looking through some of our archives of the festival and indeed we’ve changed tremendously since the inaugural AFF – this year bigger and grander!

With this year marking our 5th anniversary, we’ve made a landmark shift from our previous location at Ngee Ann City to our current location at Marina Promenade. Against the backdrop of Singapore’s skyline, the new show-tent is now 40% larger, and sound and lighting for each show more elaborate as compared to previous years. We’ve also created a myriad of fringe events and exciting lifestyle activities, which the public could enjoy and participate in, and have made the decision to co-locate with Blueprint Trade Show and Emporium, Asia Fashion Summit and the Audi Star Creation, bringing together the trade and consumer pillars of the Asia Fashion Exchange (AFX).

More importantly, we are honoured and excited to have more international designers, such as legendary red-carpet designer Mrs. Carolina Herrera, British-Turkish designer Hussein Chalayan, Japanese designer Tsumori Chisato, British designer Peter Pilotto and Australian-based designer Collette Dinnigan, showcasing their Fall/Winter collection at the festival.

Audi Fashion Fest_designers

Can you give us a bit more of an idea about this year’s theme, “Crafting the Future”? How will it reflect with the vibe or style of the whole event?

At Audi Fashion Festival, we have always pride ourselves on being ahead of our time so this year’s theme of “Crafting the Future” came naturally. The vibe and style of the festival will be one of glamour with a touch of edginess, and always fun!

We’ve also heard that you’re having Azealia Banks over for one of the after parties. Any reason why you’ve picked this artist among others? 

Our partner, W Singapore – Sentosa Cove, has chosen Azealia Banks as she truly exemplifies this year’s theme of Crafting the Future with her own unique style of music that is lightyears ahead. Dubbed the new ‘It’ musician, the acclaimed American rapper, singer and songwriter’s association with fashion also made her an obvious choice.

Audi Fashion Fest_Azealia Banks

How do you go about the process of selecting music for the runway shows/festival events? Are there any factors that you consider before making the selection?

The collection is always the starting point for me. When I look at the collection each designer is presenting at the festival, each sings a different rhythm in my head. With that I go out searching for genres of music that fit my vision for the shows, either by going through my collection of music or by buying new tracks off the internet or physical CDs.

And lastly, are there other surprises that people should watch out for at the Audi Fashion Fest? 

There aren’t any surprises at the festival this year. However, with our new location, exciting international designers and a host of fun and exhilarating activities, guests will definitely enjoy an Audi Fashion Festival unlike the previous years!


About Jeremy Tan – Producer, Audi Fashion Festival

Spanning a 12-year career, Managing Director of Mercury Events, Jeremy Tan, is one of Singapore’s leading Show Producer and Creative Director having worked with top international designers like Roberto Cavalli, Zac Posen, Angela Missoni, Michael Kors, Dean and Dan Caten of DSquared2, Antonio Berardi, Roland Mouret and Nicola Formichetti. Being invited to work with top Haute Couturier, Franck Sorbier, in Paris marked a milestone in his career. Jeremy has been the lead show producer for Audi Fashion Festival since its inauguration in 2009.