LAUNCHED on July 7, Fashion Exchange International (FEI) hosted a trade event at the Mariott Grand Ballroom, which gathered top Filipino designers and international buyers for a two-day fashion exhibit with the vision of bringing Filipino ready-to-wear brands to the global market.
The event saw the spectacular showcase of homegrown brands by top local designers who, over the years, have gathered recognition here and abroad.
To provide an in-depth and more interactive experience for the audience present at the exhibit, FEI partnered with Ten88 Digital Inc., a digital solutions company, which specializes in event-enhancement services. As the company motto says: “We are attuned with the disruptive. Our minds work well with the untried. We are perpetually fired up with the out of the ordinary”
In creating the official FEI web site and introducing innovative ideas by way of fully working mobile applications, Ten88 vowed to elevate FEI’s advocacy into a unique, customized and experiential branding interface which allow consumers to see what it really takes for a clothing brand to go from “Raw” to “Rack”.
With the help of Samsung’s line of mobile gadgets, audiences were able to view Ten88’s documentation of the fashion process, as well as the main highlights of the event in a broadcast-quality HD and 360 video stream. Like FEI, Ten88 also aims to reach to a wide audience in order to further promote the growing business of local ready-towear and the efforts of fashion visionaries in globally marketing products that are “Proudly Made in the Philippines.” And what can better reach a large group of spectators than social-media sites?
Ten88 introduced creatively crafted mobile photography and event enhancement applications, which were equally fun and informative.
By using augmented reality powered by an application called Trigr, Ten88 superimposed computer-generated images which could be viewed in a real-world environment. This yielded a more engaging and more refined viewing experience, once again taking brand promotion into the rapidly growing digital landscape.
Social Hub, a system-generated compilation of live tweets, event photos and Instagram pictures displayed on one social wall, also allowed show-goers to see their personal posts in real time.
Showcased at the Ten88 Digital booth at the exhibit were photo applications like 8Frames, a photo generator, which transforms portraits into moving pictures or gifs. Also featured was Emojicam, a roulette of emojis (or animated facial expressions).
Since social-media sites has become an avenue for information and photo sharing, audiences were encouraged to use hashtags in their photos, tweets and posts from the FEI showroom.
Listed in the official portfolio of FEI are designers Rajo Laurel, who founded the House of Laurel and was named Asian Top Fashion Designer of the Year; Francis Libiran, a multiawarded fashion designer and the name behind the winning gown of Miss World 2013 Megan Young; Dennis Lustico, winner of the Best in Bridal Design at the Mega Fashion Awards 2007; and Ivarluski Aseron, winner of the Revolutionary Designer plum at the MTV Style Awards.
Also included in the lineup of featured designers and brands of matchless quality were Aranaz, Ann Ong, Jail Jeans, Jeffrey Rogador, John Herrera, Ken Samudio, Maco Custodio, Proudrace and Rosenthal Tee. The diffusion line TXID by Indonesian designer Tex Saverio was also featured in the FEI showroom.