This is mainly due to the better standard of living, and more shopping centres like Takashimaya, a Japanese mega-store opened in Orchard Road, Sogo and Isetan which entered into suburban housing estates to cater more convenient buying for families (Chavalit and Phromsuthirak, 2000). In addition, the advances in communication technology and shipping, allowed news about fashion in other parts of the world to reach Singapore rapidly. Television and media advertisements, and posters on the streets showed people the variety of choice and updated them about fashion from the different countries.
This also means Singapore trends, was not that backward as compared to before. The availability of more shopping centres also meant the masses were able to get hold of the latest fashion trends, or clothes faster than before. Furthermore, in the 1990s, Singaporeans were more educated, more aware of the world. Being exposed to information from around the world meant they were spoilt for choice. The spectrum of fashion styles they could learn about had broadened. Different age groups would have different needs, hence they would pursue clothing that best suits them. Fashion statements were no longer dictated by designers; a well-accepted design would meet the needs of the wearer((Chavalit and Phromsuthirak, 2000).
As Singapore moves into the last decade of the 20th century, nation building and the struggle against all odds to survive was pretty much over. Instead the building of nation identity and pride still remains. For fashion, the local designers brought local fashion into overseas market and thus played a part in building nation pride for the locals. Through our fashion designers, the early 1990s saw a series of “orchid” fashion as most traditional costumes and dresses were designed with orchids. Shirts were also often imprinted with floral patterns to highlight the symbolic icon that represented Singapore. Below showed a fashion show held in Orchid Country Club that showcased the latest fashion apparel which had designs revolving around orchids.
Orchids have long been associated with Singapore as orchids were discovered in Singapore since the 19th century. Vanda Miss Joaquim, a hybrid orchid species was chosen as Singapore's national flower in 1981. The designation of a national flower was part of an overall effort to foster national pride and identity. The national floral emblem represented the pride of the sovereign state. It was selected particularly because of its hardy and resilient qualities and its ability to bloom throughout the year. These are characteristics which reflect Singapore's quest for progress and excellence in all aspects of life.
In a speech by Minister for National Development Mah Bow Tan at the official opening of the Singapore Orchid Show in 2006, he said: “As the flower most associated with hybrids, the orchid is also a symbol of our multi-cultural heritage. It is representative of the harmony among our ethnic communities, as well as with our many foreign visitors8.
The ability of our fashion designers to incorporate our national floral emblem into our fashion showed that our fashion industry had really matured and it also showed how much we valued national pride. Fashion industry in Singapore has taken great leaps in the 1990s. The popular strands taken by the fashion industry has enabled the fashion conscious people to come up with their best foot forward during the special occasions. Fashion in Singapore remains at its height during the festive seasons and can be best felt in the incredible malls and shopping centres. The incredible creations of the local designers’ features intricate works of embroidery and are blessed with perfect cuts and necklines and like international brands have created a special place in the hearts of the fashion for the state.
Since the 1990s, Singaporeans have always been fashion conscious and up-to-date on the current and ruling styles and trends. However, the younger generation have become very brand conscious and brand names and labels have gained a lot more importance in Singapore Fashion. The exotic prints and bold colours used by the fashion designers in Singapore are in great demand all over the world. Moreover Singapore has outlets of the top international brands of the world like Giorgio Armani, Gucci, Paul Smith, Valentino, Gucci, Prada, Donna Karan, Dolce & Gabanna, Gianni Versace, Prada, Marks & Spencer, Trussardi. People may look for the international clothes, accessories and cosmetics in the charming outlets of the special malls in Singapore. Shopping for the latest fashion apparel had become a culture in Singapore and is now perhaps one of the favourite pastimes of Singaporeans. This could be attributed to the success of the Singapore’s effort to develop the fashion industry into a major tourism attraction. The most notable fashion event of the year was of course the Great Singapore Sale.
The Great Singapore Sale
Launched in 1994, the Great Singapore Sale (GSS) is an annual event in Singapore. Aimed at promoting the retail and tourist industries, the sale attracts both locals and tourists. The GSS is a shopping event that is aimed at boosting Singapore's retail trade and promoting its tourism industry. The sale offers bargains galore with discounts of up to 70% on a wide product range such as fashion and accessories.The first GSS in 1994 was organised by the Singapore Tourism Board (STB) in conjunction with the Singapore Retailers Association. An amount of $3 million was spent to market the GSS in the region and Australia. The investment paid off, with a record of 664,000 visitors (a 9.1% over the same period in 1993) and a higher turnover for retailers. The success of the event prompted organizers to hold the event annually.In its early years, the GSS was a month-long event and launched on a Sunday after the June school holidays. Department stores that participated in the GSS were limited to those in the Orchard Road shopping belt, such as Tangs, Takashimaya, Robinsons, and Isetan, as well as shopping malls just outside of Orchard Road, such as Junction 8, Liang Court and Capitol Building.The scale of the GSS has expanded over the years, with some changes to event details in a bid to capture more shoppers. Timed to coincide with the school holidays (primarily targeting Singaporeans), the GSS was subsequently launched on a Friday to capitalise on the weekend that followed. The sale period was extended to two months, with major malls opened till near midnight. Participating retailers have also expanded to include suburban malls in the heartlands, making the sale a truly island wide event. In perception surveys conducted by STB in recent years show that some regional tourists do schedule their visits to Singapore to coincide with the GSS, with shopping being one of their key activities. It is estimated that tourists make up 30% of shoppers at the GSS, with the three most popular items being fashion apparel, consumer electronics and jewellery. Amidst stiff competition from neighbouring countries, creative ways of retailing is necessary to market Singapore as a shopping haven, particularly during times of economic downturn.
The Great Singapore Sale was aimed at promoting Singapore as a shoppers' paradise, with promises of a total shopping experience encompassing competitive prices, variety, quality and ambience. This developed the shopping culture of Singaporeans since Singaporeans now are much more trendy and conscious of the latest trends. GSS enable shoppers to plan for their purchases and maximize their savings. The fact that tourists would specially make trips to Singapore for the special event to shop and immerse in our culture of fashion showed how influential the Singapore style now impacted the region or perhaps the world. The development of fashion like other popular culture had shown the different stages of development Singapore went through. It is important to realise that fashion had played an important part in shaping identities of people as well as of the society and it will continue to play an active role in defining the Singapore style. Fashion will remain as a key attraction to tourists and will continue to tell the Singapore stories through its designs and style.
Traditional Wear
In the 1990s, the qipao began to become highly visible on public formal occasions. Women who had received English education began to wear this traditional dress to public and formal events, clearly identifying themselves as Chinese. These women include Mrs. Lee Kuan Yew, the wife of Singapore’s Minister Mentor, the novelist Catherine Lim, wives of politicians, and other high-flying career women. The qipao thus became a style of power-dressing, as Chinese women in the middle and working class rarely wear it.
