SINGAPORE: Singapore has become the newest member of the Asia Fashion Federation (AFF) in a signing ceremony that was held on Monday as part of Fashion Week 2007.

The move is seen as giving the local fashion industry a boost.

AFF was founded three years ago in a joint bid to promote Asian designers and labels in the Western markets.

Up till now, the group has been restricted to only its founding members – China, Korea and Japan.

David Wang, Chairman of the Singapore Committee, said: "As AFF gathers momentum, a lot of designers in Singapore and around the region will be recognised and definitely, we're gaining popularity. This can be seen in the orders that we get during Fashion Week. A lot of our designs from Singapore and Malaysia are already being sold in the US, UK and Europe."

Eleven new local brands sprang up in Singapore this year and more are expected to follow.

The number of buyers who have come to this year's Fashion Week has doubled, compared to last year.

There were S$2 million worth of orders during Fashion Week 2006. For this year, on-the-spot orders will be completed by Thursday and numbers will be tabulated within the next few months.

AFF said Singapore can contribute to the group's efforts when selling Asian designs.

Hong Joo Bin, Vice-Chairman of the Korea Committee, said: "I see in Singapore some kind of freedom and peace in your fashion character, especially in the spring and summer fashion. We want to share that feeling with four-season fashion trends to show our character to the Western countries."

Speaking at the signing ceremony, Minister of State for Trade and Industry Lee Yi Shyan noted that Singapore firms could grow in design and branding.

He said: "Well, I think the fashion industry is an important part of our creative industry. At this stage of economic development, we see our players evolving to emphasise on design and branding, and this is part of the value chain, supply chain that is more profitable for Singapore companies.

"Of course, Singapore companies are not big in the global context, but I think we can become a profitable niche player, specialising in design and branding."

With 8,700 workers, the fashion industry accounts for 2.4 percent of Singapore's manufacturing jobs.

This year's Fashion Week will end on 21 October.


- CNA/so