Skyhigh Runway: J Spring Fashion Show 2014, Singapore

 

Most of us have had jaws dropped when fashion weeks reveal over the top set design. Remember the carousel, airplane and massive structure of a lion at Chanel or how about Louis Vuitton’s larger than life escalators, elevators and trains?

If you thought Chanel and Louis Vuitton topped the meter on the crazy scale, clearly you’ve not gotten news of the runways model/ entrepreneur, Jessica Minh Anh, has produced in recent years.

The J Spring Fashion Shows, organized by J Model Management, are on a whole other level – skyhigh level – all together. Just imagine a runway was created on the Grand Canyon Skywalk in the US, earning the status as the world’s highest fashion show ever done (at approximately 1220 meters high) – no vertigo there!

Adding to their list of accolades, runways have been created for the first time on London’s Tower Bridge, Malaysia’s Petronas Twin Towers Skybridge, the floating platform along the Seine River in Paris and a sundeck on Costa Atlantica in Dubai.

The show takes to Singapore for the first time this year and more specifically will be held on the OCBC Skyway at the Gardens by the Bay. Guests will be seated at the Supertree Grove to enjoy a panoramic view of the entire 128-meter long runway. Featuring both Haute Couture designers and Pret-a-Porter collections from Europe, Africa, Asia and the US, the hour-long show is set to be the runway of the year in Singapore.

Here we’ve got the beauty (and brans) behind the concept,  Jessica Minh Anh to share a little bit more about the upcoming show in Singapore.

Marie France Asia: What made you decide to present these fashion shows in unusual locations?

Jessica Minh Anh: I think it’s important in every business to stand out and take the lead. Having observed different types of fashion shows produced all over the world for many years, I see certain limitations and redundancy. I wanted to bring a lot more excitement, surprises, and innovation to each and every showcase. I wanted to bring brands and designers to the most extraordinary locations where they get inspired. I wanted to turn iconic venues into phenomenal catwalks. And that’s exactly what I did. I believe the best way to present a work of art is to display it creatively.

Marie France Asia: Why did you pick the Gardens by the Bay as the upcoming location?

Jessica Minh Anh: I’ve been fascinated with Gardens by the Bay’s Skyway ever since I saw it while researching for venues worldwide. The length, the height, the view all fit in well with my vision of an ideal catwalk. When I visited the venue, it was even better than what I expected. I can clearly see that Gardens by the Bay is Singapore’s latest landmark and an award winning development for a reason. It embodies the finest new technology and the greatest creativity, which are reflected in the Supertrees as well as in many other parts of the Gardens. This is a great opportunity to bring fashion closer to nature.

Marie France Asia: What is your definition of couture?

Jessica Minh Anh: In my opinion, couture is art, exclusivity, and class. It shows great attention to details and the thirst to be different. Each couture piece is made with passion, love, and true hard work, which is why it is unique and precious. I am usually inspired by the couture creators.

Marie France Asia: What can we expect from the upcoming show at Gardens by the Bay?

Jessica Minh Anh: This is the longest catwalk I’ve ever hosted (128 metres) and the view is absolutely breath-taking. For the very first time, we have audience sit at a distance from the Skyway and look up to see the grand picture. We are doing live feeds from many cameras and projecting the show onto an LED screen in front of the VIP seats, so guests can view details of the garments and at the same time the complete view of the Skyway. In terms of fashion, similarly to our previous catwalks, we will showcase a combination of Haute Couture and high end ready-to-wear designs from different continents. You will see unique designs from China, India, Lebanon, Kenya, the UK, Russia, and Singapore. There will be a lot of colours and textures, layers and transparency. In terms of hair and makeup, we are working with Shu Uemura and Action Salon Singapore to create extraordinary and flawless styles for the show. We will keep our usual show format with a red carpet entrance, the catwalk itself, the press conference, and the VIP networking session after the show so that VIPs and the press can enjoy a complete experience

Marie France Asia:  Are there any plans to hold a similar show in other parts of Asia?

Jessica Minh Anh: Definitely. Asia is an interesting and intriguing destination with a lot of natural wonders. I usually produce three shows each year in 3 continents, and plan to have one of which in Asia.

Tarandip Kaur 

Photos: J Model Management