XM Asia has created an online platform and social media strategy that’s helping power the highly-successful Audi Fashion Festival and connect Singapore fashion fans with the show’s headline designers, including Carolina Herrera, Collette Dinnigan and Hussein Chalayan.
The Audi Fashion Festival, now it its fifth year, is Singapore’s premier annual fashion show. The event attracts top local and global designers, and will play host to over 13,000 visitors when the show kicks off on Wednesday, May 15.
AFF tapped XM Asia to serve as both ad agency and official interactive partner to the show, leveraging XM’s digital and marketing expertise to promote this year’s theme, “Crafting the Future – Celebrating Five Years of Fashion Success.”
“To mark the five year milestone for the Audi Fashion Festival, we wanted to celebrate our past achievements, where we are today and where we hope to be with the theme for this year - Crafting the Future.” said Joyce O' Dwyer , AFX Project Director. “We are pleased to have XM Asia as the official interactive partner to bring to live, and infuse the spirit of our theme onto our current website, which reflects the modern sophistication that AFF is today,” she added.
XM Asia has redeveloped a new, robust website for the Audi Fashion Festival Singapore that streamlines and aggregates all the event’s social activities, form “Instafashion feeds” to twitter updates and a live stream of upcoming and ongoing events, into one site that’s designed to increase engagement and connects fans, industry stakeholders and the general public.
By consolidating all online conversations by the AFF brand and individual designers, as well as displaying key information such as the designer line-up, their collections, and the calendar of events, XM has helped raise the fashion show’s social media profile and forge a deeper connection with Singapore’s super-wired fashion fans.
"We are incredibly proud that we were appointed both the agency, and the Official Interactive Partner, for the show. It gives us tremendous ownership over the project and makes us feel even more connected on our thinking and strategy,” said Paul Soon. XM Asia Pacific CEO. “Our staffers would kill to work on a fashion brand. With the Asian Fashion Exchange's Audi Fashion Festival, we get to work on all of them."