From 1980s onward, the fashion scene seems to have a greater pick-up pace. When the economic committee was given the task to path the future direction for growth, there was attention given to the arts as a potential growth area.
During the 1970s, computers were introduce in, with better transportation, it helps to bring about more importation of fashion magazines from Europe and United states.14 This allow the influences of fashion from oversea, to come in stronger. Technologies indeed help to be the medium of influences over the the 1970s fashion in Singapore.
The government gradually open up more to the influences and the market from overseas, not just centering only on economic benefit, government see fashion as as a way to benefit economically too. One example that shows is Singapore Trade Development Board (TDB) brought a group of Singapore designer and garment manuifactures to exhibit in Paris.” Singapore Apparel” was a major fashion show initiated by a groujp of fashion designer. Subsequently Singapore Ecnomic development board(EDB), TDB and “textile and garment manufacturer” association of Singapore jointly organized “Singapore Apparel” into an annual event. The willingness of the government organization to participate in this, shows the interests it has over fashion. This act, brought abt the flourish of fashion in Singapore, more designers joined the fashionable profession. People like Allan Chai, Bobby Chng, begin to design clothes which appeal to Singaporean.
The trend that was introduce into the market then was sporty look, updating details and metalic trimming injected a fresh approach for guys clothing(Phromsuthirak, 2000)
This change in the fashion trends, shows the involvment of Singaporean in the fashion industry. The greater involvement of Singaporean industry is also due to the government willingness to focus more on this industry than the past.
However, in the mid 1970s there was a recession shocked upon Singapore. There was a decline in shipping industry and trade from other country. This affected Singaporean industry too. This shipping industry affect the stores and garment retailer and etc. During the recession period, there was a change of focus in the people, career-waer became important to Singaporean. The clothes that was introduced into the market was more of practicality, style and comfort. Below shows an example of the styles that was featured in Herworld magazine in 1987.
Hence, it show how economic and the steps that government take influences the popular culture of fashion in the past. However, technologies like computer also helps to speed up the influences we receive from the foregin countries.. This media and technology has a indirect influences over the fashion trends of Singapore.
Rise of Local Designers
The 1980s had been critical in the development fashion in Singapore. Singapore previously had been regarded as a backward and underdeveloped country. Apparel and accessories were sold in shop houses or street stalls. It wasn’t much of a glamour or splendour as compared to the huge and towering air-conditioned malls we had in our current times. It was in the late 1970s that small shopping centres started mushrooming around the island and in the 1980s, luxurious and grand shopping malls like the paragon came into existence. The erection of shopping malls was of significance to Singapore. Firstly, it signifies that the demand for fashion was high enough to warrant a cause for businessman to start plans for buildings of extravagance. It once again highlighted the affluence and rise in living standards of Singaporeans. Secondly, the presence of shopping malls saw the various international brands coming in to build the fashion industry of Singapore. Just like the esplanade, the shopping malls serve as a ground for local designers to display their work and designs. By late 1980s, local designers were actively creating the Singapore fashion and bringing them to the international stage. Fashion industry at this point is fast growing and poised with potential for further economic growth.
Let’s provide an example of a well known local designer- Daniel Yam.
Presented his very first outdoor show.
Show Comments:
"His clothes can be presented in Paris..."
- Jean-Charles de Castebaljac,
- Straits Times April 7, 1987.
"What he did was extremely clever...., his look was strong and sensual, and it has a unique style. I think it will appeal to the world market."
- Chistine Bookallil, Women's Wear Daily.
- Straits Times April 7, 1987.
1986 Opened his first local Singapore outlet with "the Outsider" brand in Hemispheres, a boutique featuring young local designers' collections.
As the local designers brought Singapore fashion out of Singapore and establish a market overseas, it brought pride and prestige to the young developing nation. It would also catch the attention of well established foreign brands which in turn would invest in Singapore. The presence of fashion designers and fashion design institutes showed the potential of a market for fashion development. Do note that fashion is much of a luxurious item. It is not a necessity. Therefore the demand for fashion by the masses in showed very clearly that living standards of Singapore were rising rapidly.
At this point of time, let us see also the development of a shopping district littered with grand shopping malls. Orchard road was developed into a prime shopping haven for tourists as well as the locals. The first CK Tangs store opened in Orchard Road in 1950. From the 1960s -1970s, entertainment centres such as Lido Cinema, Raffles Village and Jackie's Bowl opened, signifying the growth of Orchard Road as the centre of popular culture in Singapore. Eating places such as Cairnhill Steak House and Pavilion Steak House were widely popular amongst locals and expatriates. To serve the booming tourism industry, hotels such as Forum Inter-Continental and Hilton were built. Orchard Road was swiftly transformed into a highly popular hotel, shopping and entertainment area. All the way into the 1980s, the development of Orchard Road intensified. The government built two MRT stations along Orchard Road in the 1980s, which served to popularise Orchard Road. The highly dynamic shopping district became more popular than it already was due to its now easy accessibility. Orchard Road is easily accessible via good transportation links from the Central Expressway and both the Orchard and Somerset MRT stations. The many street-level activities and spacious pedestrian malls make Orchard Road a popular shopping and tourist district for locals and visitors alike.
The fashion industry was definitely the prime factor in catalysing the development of Orchard road into a prime district for tourism and shopping. It created a culture in the heart of Singapore and brought in revenues through tourism. Tourism is and continues to be a big player in the economy of Singapore as the turn of the decade saw Singapore steering out of low valued industries to achieve greater economic growth.
Traditional Wear
The 1970s to 1980s saw rapid economic growth in Singapore. The masses grew more affluent, and had greater purchasing power. Around this time, mass-manufactured clothes sold in shopping centres gained popularity, resulting in the practice of wearing homemade or tailored clothes to become obsolete. The qipao, being a fitted dress, was not mass-produced by factories and so it fell out of favour.
During this period, the government also began to promote Asian values as a means of halting further societal deterioration due to the influx of Western culture. This “Asianisation” process went on all the way till the mid-1990s and beyond.
