Digital Fashion Week 2013 Day 4: Al & Alicia S/S 2014 Collection

Al & Alicia’s Spring & Summer 2014 Runway Show was one of 13 catwalk shows at the bright and airy National Design Centre on Monday, 4 November. In case you missed the buzz about Digital Fashion Week and Naomi Campbell’s special appearance, the four day invite-only event is the city’s largest independent fashion event celebrating homegrown creative talent.

DFW Day 4

Walking past the red carpet entrance on Middle Road in artsy Bras Basah/Bugis, guests were greeted by a quirky cerulean blue Mini. Al & Alicia fans who arrived early were treated with cocktails from Swedish vodka label DQ inside AMPed’s chic lounge.

Amp Lounge

Fashionistas and style enthusiasts buzzed with excitement in anticipation for the Al & Alicia show. Parsons alum Alicia Ong launched the brand in 2009, after working with Marc Jacobs, Richard Chai, J. Crew and DKNY. This impressive background led her back home to Singapore, where she designed for Wykidd Song. Ong’s customer is chic yet edgy – she has a creative indie spirit and looks for well tailored designs with subtle details.

The catwalk inside National Design Centre is a lofty space with high ceilings and a roof skylight. Al & Alicia’s show opened with Asia’s Next Top Model named Jessica Amornkuldilok – her look, makeup and walk were fresh yet approachable, echoing Al & Alicia’s sensibilities.

DFW Day 4

Ong’s designs feature fabrics that draped nicely with streamlined silhouettes. The cohesive collection showed her background at the fashion powerhouses. The clothing had elements of quirkiness from Ong’s time at Marc Jacobs, clean lines from DKNY and Richard Chai and edgy preppiness from J. Crew. The cogent collection also showed Ong’s thoughtfulness with details. The models were gorgeous, with soft and flowing hairstyles from Label. M and natural makeup from The Body Shop.

DFW Day 3

The show closed with cheerful applause for the young designer. Everyone had a fabulous time and one style maven commented “I had an awesome time. The fashion show was in a cool venue, the good-looking models were professional and the clothing was a hit.”

Guests were gifted goodie bags with Fiji Water, products from The Body Shop and a handmixed perfume sample from Fragrance DuBois. A lucky few had decadent chocolate or salted caramel ice cream from Marble Slab Creamery. Others enjoyed organic cold-pressed detox juices from newcomer hic Juice.

For Al & Alicia fans who weren’t able to score an invite from Peatix’s VIP Experience Giveaway, they still had an opportunity to watch the whole fashion show live online, thanks to YouTube, Google+ and Twitter. Al & Alicia’s hardcore fans were even able to order online, off the live runway on ASOS Marketplace.

Al & Alicia

Image Credit: DFW Creative



Al & Alicia’s creations may be purchased online and in select stores in Singapore, the US and Berlin.

Guest post by the chic and trendy, Gloria Lam

For more behind the scenes sneak peaks into Digital Fashion Week 2013, click here!

Related post: Digital Fashion Week 2013 Day 2: Topshop’s Christmas Debut Collection + 3 Local Designers

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Claire Ding
Claire Ding is the Community Manager at ticketing platform Peatix in Singapore. She runs a community event for organisers, Backstage Pass , where organisers connect with others and learn tips on event management. Quite the thrill-seeker, Claire's gone skydiving, bungee jumping, and enjoys anything that puts her on edge (quite literally), it's no wonder she's in the business of events with never a dull moment!