GSS: Experience Singapore kicks off with traffic-stopping fashion show in Orchard Road

21 June 2019
The Straits Times Online

Orchard Road had its own Shibuya crossing moment on Friday (June 21), when a crosswalk fashion show kicked off the re-branded Great Singapore Sale, now called GSS: Experience Singapore. Titled Orchard Road Fashion Scramble, the fashion showcase opened with a flash mob of more than 100 dancers at the intersection between The Heeren, Mandarin Gallery, and retail store Design Orchard. Then, in nine 50-second sequences timed between traffic lights, 100 models walked the perimeter of and diagonally inside the yellow traffic square, donning designs from both local and international designers. Singapore brands on the makeshift runway included David's Daughter, Depression and Weekend Sundries, alongside student designers from local fashion design schools Nanyang Academy of Fine Arts, Raffles Design Institute, Temasek Polytechnic, School of The Arts, and Lasalle College of the Arts.

The Fashion Scramble is one way to reach out to the younger generation, said Mr R. Dhinakaran, president of the Singapore Retailers Association, which organised GSS: Experience Singapore. "The traditional GSS in the past did many things the traditional way. We realised this is no longer relevant for the younger generation," he said, adding that the local brands curated for the runway were selected on how they "fit in with the young people". "We have to try new things out - after 25 years we wanted to change the format to make it more experiential."

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