Saturday, November 17, 2012


By Eva Fydrych

SPELL - 1st Anniversary Celebration
3 November 2012

Photos by Eva Fydrych / Fashion Studio Magazine (Click to enlarge)

SINGAPORE - On Saturday, 3 November 2012, SPELL celebrated its first anniversary. This trendy boutique located at Changi Airport has been fully managed and operated by Singapore Polytechnic (SP) students. The store specializes in fashionable street wear and has a wide selection of accessories - jewellery, belts, hats, and handbags. All items are carefully selected to cater to young people's taste and they are sold under SPELL's own fashion label called Verve Avenue.

This unique "living laboratory" is part of the Polytechnic Entrepreneurship module which helps students understand the full range of activities involved in running the real-world business.

Inside SPELL boutique (Photo by Eva Fydrych)

SPELL's leather bags (Photo by Eva Fydrych)

"The creation of SPELL was inspired by a passion for innovation, creativity, enterprise, design and fashion. Here, we offer an exciting range of premium quality street wear designs that will meet your unique fashion needs - sneakers, pants, graphic tees, hoodies, sweatshirts, jackets, hats, dresses, knitwear, shirts, shorts, and skirts. SPELL also offers a wide range of accessories including costume jewellery and leather products to go with your fashion apparel. We guarantee you will step out looking energetic, confident and trendy!" - says the boutique's website.

To celebrate its first anniversary, the students organized a special dance performance followed by a catwalk show presenting the latest Verve Avenue collection.

Cha Cha by SP Dance Sport (Photo by Eva Fydrych)

Inspired by the silhouettes of the 1950s and the movie "Grey Gardens", the collection was all about the modern socialite. Featuring tight fitting dresses, slim silhouettes and interesting combinations of fabrics, the clothes were elegant and very trendy.

The Verve Avenue's Fall/Winter 2012 collection was created by twelve Singapore Polytechnic students in collaboration with a local fashion designer, Michelle Wong. There were several great designs presented during the show, but the four pieces featured below definitely caught our attention.


All photos by Eva Fydrych / Fashion Studio Magazine

All photos by Eva Fydrych / Fashion Studio Magazine

Fashion Studio Magazine asked two Singapore Polytechnic students, Mr Ian Tan and Ms Jermaine Leong, a couple of questions about the fashion scene in Singapore. Both of them are final year students in the Diploma in Business Administration course.

Jermaine & Ian

Occupation: Singapore Polytechnic Students
City: Singapore

Clothes: Verve Avenue
FASHION STUDIO: What is your personal definition of fashion?

JERMAINE LEONG: Being comfortable in anything you wear, yet presentable to the rest.

IAN TAN: Fashion to me means dressing in a unique manner and being able to stand out from others.

FASHION STUDIO: How would you describe fashion industry in Singapore?

I & J: Fashion in Singapore a budding industry full of potential for growth. There is now a constant supply of new students who graduate from the arts schools into the industry, therefore we can expect them to make Singapore a leading fashion market in the future..

FASHION STUDIO: Who is, in your opinion, the most influential Asian fashion designer?

I & J: In our opinion, the most influential Asian fashion designer would be Alexander Wang. He has made a big impact in the fashion industry, using his name as the brand name.

Initially, he started with just using black fabrics to make clothes and then started to use bright colours to launch his new collection. People all over the world are always watching his every move, and wait in anticipation for his new collection.

Alexander Wang Spring/Summer 2012 (Photo by Getty Images)

FASHION STUDIO: Which city do you consider to be the Asian capital of fashion and why?

JERMAINE: I would think that Tokyo is the leading Asian capital of fashion, specifically Harajuku and Shibuya. These places are well known for their unique fashion lines, and people all over the world would make it one of their priorities to stop by and do some shopping there.

IAN: I would consider South Korea to be the Asian capital of fashion. Reason because many people look at Koreans on how they are dressed and try to be similar yet different in their own ways.

FASHION STUDIO: What would you like to achieve in five years time? What is your ultimate goal?

JERMAINE: My ultimate goal is to make an impact in the industry I would like to enter, specifically tourism. In five years times, I would like to gain industry knowledge and experience before setting up my own business.

IAN: In five years time, I would like to have my own business. It should be a brand of my own. I would like to be doing my own business while studying in a university. My ultimate goal would be being a boss of my own company and being able to give back to the society and Singapore Polytechnic that nurtured me and offered endless opportunities.

FASHION STUDIO: Thank you for taking the time to answer our questions and all the best with your future plans!


Dress by a Singaporean designer Michelle Wong

Interesting details at the back

Colourful accessories

All photos by Eva Fydrych / Fashion Studio Magazine



Changi Airport Terminal 3
Basement 2 (South)
Opening Hours: 10.00am - 11.00pm


  1. Luxury shoes, they are stylish, luxury and high end. Own one pair for daily wearing is very essential for each lady.

    1. Hi Susan,
      We enjoyed reading the fashion news on your website!


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