From The Straits Times    |
Singapore Designers Showcase interviews Depression THUMBNAIL

Singapore Designers Showcase interviews Depression DECORIn the second of our interviews with the designers of the three Singapore fashion labels that are showing  in the Singapore Designers Showcase as part of this year’s Audi Fashion Festival which officially kicks off on Wednesday, May 16, 2012, as part of the Singapore-based Asian Fashion Exchange programme, we chat with Kenny Lim and Andrew Low, the guys behind up-and-coming label Depression.

Established in 2006, Depression is the brainchild of Andrew Loh and Kenny Lim, created to “combat ‘depression’ by creating fashion pieces that were always entertaining”. The label is known for its minimalist, but cheeky, designs with a strong unisex feel.

Depression has been picked up by retailers in Beijing, Taipei and Hong Kong, and has already garnered celebrity fans like Jam Hsiao, Liu Li Yang and Taboo of the Black Eyed Peas. In September, 2012, the brand will launch a crossover collection for Paul Khor from Actually Singapore, titled DEPRESSION X ACTUALLY.

How important are events like AFF for developing fashion labels?
The Audi Fashion Festival presents a huge opportunity for Singapore labels, especially given a platform like the Singapore Designers Showcase.

Young labels like ours struggle because we lack the budget for solo shows and we don’t have access to a fashion networking database. Needless to say, it is therefore hard to get much exposure or recognition, especially in the international fashion space. The Audi Fashion Festival is a great platform to get us closer to our goals. We’re really proud to be a part of it.

Have you seen a change in Singapore shoppers’ attitudes towards buying local designers? If so, what? If not, what’s your position?
This questions makes me think of an incident that took place six years ago at our little indie store at Far East Plaza. A Singaporean customer came into our shop and fell in love with all our designs, remarking that she was about to spend a lot of money. Unfortunately, when she realised that Depression was not a Japanese brand, but a local one, she left without buying a thing. Today, people seek us out because we are homegrown. The discerning shopper is proud to wear local now.

Where would you like to see your label in 5 to 10 years’ time?
We would like to have more stockists, please! Fashion is fickle and there is so much competition from foreign brands and fast-fashion giants, so we are trying to do all we can to help Depression survive the numbers game. We hope to have more stockists and buyers all over Asia, especially in China, Hong Kong and Malaysia in stores like SHINE, BAUHAUS and KAPOK. We also hope to have more celebrities wear our creations, especially after our brush with Taboo from the Black Eyed Peas. That was an eye-opening experience. Besides, who wouldn’t want to be buddies with Lady Gaga?

Do you think there is a distinct ‘Asian’ fashion aesthetic? If yes, describe. If not, why not?
The notion of an ‘Asian’ vs. ‘Western’ aesthetic is a cliché. There may be things like Japanese minimalism, Korean ‘k-pop’ looks, and Oriental ‘Shanghai Tang-inspired’ designs, but a distinct Asian aesthetic? No. Our world is a melting pot, and the Depression aesthetic is international, without ‘Asian-ness’. Our inspirations have no cultural identity.

The Singapore Designer Showcase takes place on May 18 at 5pm at the Tent@Orchard (Ngee Ann City Civic Plaza). Although this is an invitation only event, stay tuned to discover how you can win tickets to attend. Follow @AudiFashionFest on Twitter for updates on the Singapore Designer Showcase under the #SGDesigners hashtag.

To attend other AFF shows, go to audifashionfestival.com/tickets for more information. Audi Fashion Festival runs from May 16 to May 20, 2012. For more information on the complete line-up, go to: audifashionfestival.com/calendar.

To win tickets to attend the Parco Next Next runway show of emerging Singapore fashion designers, go to: Win tickets to catch Parco next Next at Audi Fashion Festival