JEM – The Fashion Beacon of the West

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JEM sparkles with fresh lustre as the retail mall ushers in a league of major fashion giants into the fashion capital of the West. Captivating onlookers and media alike, a public runway showcase of mind boggling proportions (150 looks assembled from 39 retailers!) was shown live at JEM’s alfresco boulevard conveniently located near the Jurong East MRT station.

A momentous occasion all set to position JEM as the “IT shopping mall” in the West, the fashion show known as The Hip Parade capitalised on the current trends for Spring/Summer 2014, curated and choreographed by the Godfather of Singapore Fashion- Mr Daniel Boey. He certainly won the crowd with a cheerful modern take on Spring / Summer 2014.

Opened by Robinsons and closed by Marks & Spencer, Jem® demonstrated its extensive line up of fashion labels and beauty services with 150 looks created for themes such as “Art Pop”, “Florals” and “Urban”. There were also kids segments showcasing a wardrobe of colourful and adorable outfits available at Jem®.

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A bright colour palette with whimsical flower motifs was seen throughout the entire runway show! Youthful Peach and Lime tones worked the runway of looks of women’s shirts, shorts and dresses and men’s shirts to slim fit jeans with effortless delight, lightweight and wearable in Singapore’s humid condition!

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An explosion of digital floral prints filled the runway stage with dominance, models strutted in armed with colourful printed umbrellas. DSC_9012 DSC_8094

Menswear was certainly not left out in this show. Art pop created retro looks while pastel colours and yellow highlights trended on in JEM! Rain jackets never looked better with a mix of deep hues of blues and greens. DSC_8867

Dresses that channel fashionista bring one  from Corporate attire to evening cocktail were on the prowl with structured silhouette flattering dresses and corporate stylised heels to boot .DSC_8204 DSC_8223

Little tote models emerged with glee in their effervescent dresses and equestrian ensembles, they made the audience squeal in the presence of their petite cuteness.

Overall, the curated collection certainly brings summery cheer to the West!

From now till 4 May, three lucky shoppers who spend $50 earns a chance to win a pair of return air tickets to London, Paris or New York; the first 200 shoppers to spend $150 in a day receives an exclusive Dual-tone Felt Clutch!

For more information about Jem Spring/Summer 14 Fashion promotions and events, please visit www.jem.sg. Official hashtag: #JemFashion

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