Ashley Isham Opens Concept Store at Orchard Central

12 April 2011, Singapore – Singapore’s own fashion designer Ashley Isham has made an impact on the world’s fashion scene having dressed celebrities such as Florence Welch in 2010’s Brit Awards, Christina Aguilera in the 2007 Grammy Award, Kylie Minogue, Cheryl Cole, Nicola Roberts, Sarah Harding, Nadine Coyle and Kimberly Walsh from girls Aloud, Erin O’Connor, Camilla Rutherford, Shinghai Shoniwa from the Noisettes, Pixie Lott and Lady Gaga. Ashley was also the official designer of the 2004 BAFTAs. His high profile clientele includes stars of film and television, catwalk, music and many royalties. Ashley’s designs were showcased in the Singapore Fashion Festival in 2004, 2006 and 2008, the fashion extravaganza for the 15th Asian games in Doha, Qatar in 2006 and at the Singapore Season held in Beijing and Shanghai in 2007 and the Fashion Rio in 2009. With an impressive portfolio, no wonder I was happy to support Ashley’s official store opening together with the star studded guests while others were at the Marc by Marc Jacob 10th anniversary show at the F1 Pit held at the same time tonight.

Ashley’s fourth retail store in Orchard Central houses Ashley’s first ever multi-label concept store duplex which houses an array of international brands which includes Farah Khan, Modern Love by Sarah Arnett, Lotus London, Acrobats of God, Maloles and Reflex by Raphael Young.

 

 

 

Besides the boutique, Ashley has dedicated the second floor to a tea room that serves bespoke crepes, cakes, Piper Heidseck champagne and cocktails, naming it the Parlour by Ashley Isham.  These cocktails creations were inspired by Ashley.  There are two which you have to try depending which is your favourite fruit.   Go for the kamquat flavoured ‘Mon Amore’ or the blueberry based ‘Mon Cherie’ which is concocted with egg white and Cointreau liqueur.  Ashley has brought over his love for Humble Beginnings’ desserts to his concept store introducing cakes and pastries.   I reckon the Parlour has a capacity of 20 people comfortably.

“I wanted to do something different with my new store, to bring freshness and excitement to the Singapore retail scene. That’s when I came up with the idea of opening my very first concept store, something that is very unique to Europe.” says Ashley Isham. “This compliments the current Ashley Isham and A.I. stores in Fullerton Hotel and Mandarin Gallery, and brings together two of my favourite things; desserts and dresses. I’ve selected some of my favourite brands such as Reckless by Raphael Young and Farah Khan – whose elegant and sometimes playful designs bring a certain sense of effortless chic which I love.”

When asked “Which piece of yours is your personal favourite?”,  Ashley replied “every piece in this store is my favourite. How do I select which one I like best…..   They are all my favourite”

Collaborating with Ashley is interior furnishing brand Goodrich.  The wall paper and changing room curtains in the concept store are furnished by Goodrich.  There are also 4 large framed exclusively hand painted wall paper paintings, which make one large painting, for sale through Goodrich selling at S$2688 each.  Goodrich outlets can be found at #04-17 Plaza Singapura or #01-01 8 Changi South Lane.

 

 

 

I bumped into Denise Keller who was also dressed by Ashley Isham.  I was amazed that she carried herself so well in the 7 inch stilleto heels, not withstanding the number of steps in the store.

 

 

I spoke to her at length about the brand as well as Ashley’s style of fashion and Denise was happy to share that the drapery design was a difficult task for Ashley to ensure that the woman wearing his outfits actually look good in them.  The fierce girl could wear his outfits yet their colours still bring out the femininity of the individual.

Denise recalls one Fashion Week in London where she sat on the front row during a Ashley Isham show where Japanese Supermodel Ai Tominaga opened his show some years back.  “He always has the IT girl to bring out his spectacular and out of the ordinary dresses” remarked Denise.

While Farah Khan’s main line boutique opened at the Mandarin Gallery, the jersey line and her exquisite handcrafted  embellishments are showcased in Ashley’s new concept store.  I was also informed that the first Farah Khan boutique would be opening this Friday on 15 April 2011 in Bali at the W Hotels in Seminyak.  Another outlet would also be opened at the same time in Legian, also in Indonesia.

Meanwhile, enjoy the other photos taken tonight.

 

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