ASSIGNMENT 2: DESIGN HISTORY

Topic- Question 2

Introduction
In modern days, any kind of business organization can promote the products throughout the world
through media. In this study, the celebrity designers also increase their fashion brands products with the
support of the media. The people are using the internet tremendously both for their needs and
entertainment. It is obvious that celebrity designers show their creativity products through social media
like the internet. Here, the case study is about the history of three types of designs in the country of
Singapore.

Discussion and justification of rising to a class of celebrity designers

In previous days, the world was not modified with modern technologies and it was very difficult to find
information regarding any particular things. The people were getting the information from the television
as well as the use of local newspapers (Barry et al. 117-143). At that time, the internet was not familiar
like the present condition of using the internet. In this manner, it is to be noticed that the country like
Singapore has developed a lot in terms of the modification of the technologies as well as the
accessibility of the internet for the people. In the present fashion world, celebrities are obviously one of
the important parts for creating attention to the people. However, before 1990, the celebrities were not
the advertisement as well as the cover page of the magazines.

Generally, people are attracted to the celebrity; so that media is taking an important part to help the
celebrity designers as well as fashion designers to promote their products. Modern technologies were
few available; thus, the fashion designers found difficulties in previous days. Nowadays people are
getting the information from social media and it is more available in retail stores. It has to be noted that
Singapore has developed a lot; however, the people of Singapore improved their sense of fashion. Many
celebrity designers have invented such innovative fashion cloths according to the people’s profession
trends. Here in the study, the interior decoration is also changed a lot in modern days so that the
designers work with new materials, clothes for decoration of the house. In order to promote the
fashionable products designers, display their fashion sense through exhibitions.

Ashley Isham is a popular Singaporean fashion designer who promoted his fashion sense and supported
other young designers. He promotes his fashion products by the design disciplines such as:

 Discipline 1: Fashion & textile design

Ashley Isham created his first collection in 2000. In the beginning of his career, he made his debut at
London fashion Week in 2003. He was nominated for the official womenswear stylist in British Academy
of Film and Television Arts (BAFTA) 2004; where his dress was worn by Angelina Jolie and Keira
Knightley. He was inspired by Southeast Asian and wanted to create designs that integrate feminine to
keep the heritage as an Asian because there are very few Asian designers. Simultaneously, he uses his
clothes by creating classic dresses which have their own unique sense. He benefits business by making
the clothes that may increase his trades; by this way he wants to improve his own image.
  Discipline 2: Interior design

A designer uses his fashion sense by designing interior space, domestic buildings. Ashley Isham used his
perception by using the same materials for domestic products. Using similar color shades Ashley Isham
creates multiple collaborations with local and other designers.

 Discipline 3: Exhibition & display design

Ashley Isham displays his fashion products by doing exhibition. He promotes his fashion brands by
offering an environment product which communicates organization information for real impact. Though
the exhibition provides a trading environment Ashley Isham tries to promote his fashion brands through
display design.

Connecting disciplines with Postmodernism

In fashion, postmodernism is basically a mixture of different materials, concepts and trends which
breaks the orthodox rule and creates a standard art. In the fashion case, different types of mixing fabrics
and prints could be referred in unconventional ways. It takes a challenge of traditional values in modern
days, especially in western countries. It is an era of modernism where individualization begins with
excess. Ashley Isham also took on the challenges of being a Asian designer. Asian countries influence
him to create his collection as a proud of his heritage. He started designing his materials with excessive
production of clothing which was basically a combination of various features. In modern days, the
magazines, television and most efficient internet are forms of media. The television channels display
advertisements; so that the celebrity designers can promote by showing his creativity to the general
people (Meyers 115). Through the internet and other networks, it is interesting having test actions to
study their combined effect (Mussol et al. 246). So, Ashley Isham can promote his fashion products
through these social platforms. In exhibition he displays his fashion brands which also improve his
economic networks. He collaborates with new designers to create inspiration for them.

All the more as of late, Hayden began the ASEAN Fashion Designers Showcase. About thirty creators
took an interest in the exhibit themed, 'Structure is for Everyone'. Planned for praising the decent
variety and notable structure components of the various societies inside the ten-part conditions of
ASEAN.

In other sense, case study of Crafting an Antidote to Fast Fashion, it has been noted that the Fashion
Industry has completely changed due to the transformation of the technology in terms of any kind of
business in the countries (THE RISE OF THE CELEBRITY DESIGNER, 2020). In this manner, it has been
stated that the production system of the designers has also influenced by the media. The change has
been made after the globalization in the counties in 1990.

PHUNK (recently known as :phunk and Phunk Studio) is a Singapore-based contemporary workmanship
and structure aggregate established by Alvin Tan, Melvin Chee, Jackson Tan, and William Chan in 1994.
They have shown and teamed up with craftsmen, planners and design marks far and wide, delivering
work over a different scope of mediums.
PHUNK was granted Gold and Silver awards by Promax Asia in six back to back a long time somewhere in
the range of 2001 and 2006. In 2007, the aggregate was given the Designer of the Year Award at the
President's Design Award in Singapore (Jackson Tan, Alvin Tan, Melvin Chee and William Chan, 2007).

President's Design Award, TRANSMISSION

In 2007, PHUNK was chosen to display at the Young Talents appear in Art Cologne, where they were
designated for Best of Show. They propelled a few independent shows, including Universality, which
opened at the Museum of Contemporary Art Taipei; Universe, at Art Seasons in Singapore; and Universe
II, at the Gallery J. Chen in Taipei.

PHUNK was likewise named as specialists for the Circle Line Art Project by the Land Transport Authority.
They started teaming up with Levi Strauss and Co. on various T-shirt arrangement that were propelled in
Europe, Japan, and Asia Pacific, and introduced an independent presentation at the Levi's lead store in
Paris. Back in Singapore, PHUNK's site-explicit open craftsmanship establishment Dreams in Social
Cosmic Odyssey was propelled at Promenade MRT station (Saleem, Abid 2008).

Worldwide Expansion, Multimedia Collaborations

In 2013, PHUNK propelled a site-explicit establishment for Deutsche Bank in Singapore as a feature of
OH! Open House Festival. They planned a progression of floor coverings with extravagance cover
producers Tai Ping, and were a piece of the display Welcome to the Jungle at the Yokohama Museum of
Art (Yokohama Museum of Art. 2019).

2014 saw the aggregate team up with HBO Asia on a craftsmanship display to dispatch the third period
of TV arrangement Game of Thrones in the region. To present the HTC One M8 all around, PHUNK
worked with the hardware organization to make a restricted release handset, (Engadget 2019) and was
an included craftsman and fashioner for the primary celebration visual for the Fukuoka Art Triennale at
the Fukuoka Asian Art Museum. They additionally set up the site-explicit Art Toilet establishment at
Parco in Fukuoka.

Universal Collaborations, Public Art

In 2009, PHUNK displayed Around the World/Across the Universe at Vallery in Barcelona. In May, their
fine art was highlighted on the front of Time Out Hong Kong, trailed by Japan's Brain Magazine the
following year. The aggregate likewise worked together with G-Shock on a restricted release watch, and
with Japanese pop craftsman Keiichi Tanaami on a progression of fine arts and exhibitions.

Wykidd Song moved on from the Kingston University in 1991. Subsequent to going through a year
working in Milan, he came back to Singapore and helped to establish womenswear name, Song + Kelly in
1993, with British visual craftsman Ann Kelly (Hong Leong Group 2006). The team discovered business
and basic achievement, both locally and globally. Tune + Kelly is the main Singaporean mark to appear in
New York and London Fashion Week, and retailed at Neiman Marcus and Barneys New York, Harrods
and Selfridges in London. In 2000, Song + Kelly was gained by retail style realm, Club 21 and renamed
Song + Kelly 21.
Following quite a while of proceeded with progress, the association finished in 2007; WK Design was
shaped soon after. As a multi-disciplinary plan studio, WK Design can take a shot at a plenty of tasks, for
example, corporate styling and counseling for DBS and Resorts World Singapore; gems assortments for
Soo Kee Jewelry, inside structure for New Majestic Hotel and even customized outfits for the APEC
Singapore 2009 world pioneers. In 2010, WK configuration keeps on growing and is re-marked as
Wykidd with 3 divisions, each dealing with various segments. WK Design for corporate styling and
interview, Wykidd Bespoke for selective hand-crafted womenswear and wedding dresses, and Wykidd, a
menswear assortment. AKINN is a design mark that takes motivation from the accounts of people and
the business everywhere with each assortment. By joining excellent craftsmanship, ageless structure,
and moving stories, AKINN plans to develop dependable utilization with clothes to go past patterns or
seasons.

Two decades prior, for Singaporean fashionistas of a specific age, a definitive brand to have in one's
closet wasn't anything European. It was a dress by Song+Kelly. This neighborhood brand, made by
Wykidd Song and Ann Kelly, and in the end gained by Christina Ong's Club 21, was the image of nearby
style and complexity. To claim one of Wykidd's and Ann's ethereal dresses was to enlighten everybody
that you minded concerning neighborhood plan, that you had taste and that you had your finger on the
beat of society (Hwang, Dan 2019).

Song+Kelly appeared to be ready for worldwide superstardom. They were appearing at New York and
London design weeks. Their garments were conveyed by Harrods, Barneys and Selfridges. Tragically, for
an assortment of reasons, Song+Kelly shut down in 2007 and Wykidd, consistently the calmer portion of
the couple, appeared to subside from the spotlight. He didn't leave the business, though. In 2009, he
was approached to configuration shirts for APEC's heads of states, including United States president
Barack Obama. He had his own studio, taking a shot at various little undertakings. He labored for a long
time in Hong Kong. Also, he instructed. However, presently, 12 years after Song+Kelly covered, Wykidd is
back. Appropriately back, with another name, a genuinely excellent assortment of garments and a new
point of view on the business he's been a piece of for more than 20 years. AKINN is a joint effort among
Song and advanced promoting organization GERMS.

Social and economic conditions for supporting the cultural condition

For the media landscape, the designers have to focus on the social as well as the economic condition for
supporting the cultural condition (Coursaris et al. 2018). In this case, it is to be mentioned that through
the media, the designers are able to make trust in the local as well as in the communities in Singapore.
In Singapore, the economic condition of the country is quite stable and that is why the celebrity designer
is able to launch any kind of brand in the country. For expanding the valuation of the brands as well as
increasing the production of the designers, media has influenced a lot in this manner (Levitan et al.
2019). Through the media, the designers are able to increase the growth of the business in the country.
For the expansion of the business, the stable economic condition is needed. That is why designers are
getting help for using media in the right process (Xiong, 2018).

It is to be explained that the brand endorsement is obviously crucial to stand a business in the country.
The endorsers are needed for manufacturing the products and selling of the products in the country
(Dhara et al. 121). In terms of endorsement, a new bill has been applied in the country through which
the designers can arrange the endorsement in the right process. There is also the Fashion TV through
which the designers advertise their skills and talent (Zavyalova et al. 461-480). In this case, it is to be
mentioned that through social media, the designers can attract the investors or can attract the
collaborators for expanding the business (Brennen, 2017). On the other hand, the designers will get the
training which is online-based. Through the training period, designers can create more creative products
to attract celebrities (Yoo et al. 173-182).

Conclusion
In the above study, the discussion has been made on the basis of the media influence in fashion as well
as the rise of a class of celebrity designers. In this particular case, the popular Singaporean fashion
designers like Ashley Isham, Wykidd and Phunk studio implemented his fashion products by using
postmodernism as one of the best sources of increasing the business in the country. Through the media,
the newcomer can make individual brands to set a new business. Therefore, it can be concluded that
through an effective media has played a crucial role in promoting culture of a country within the field of
fashion industry as a whole.

References
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Dhara, Soumya Kanti, and Debarun Chakraborty. "INFLUENCE OF CELEBRITY ENDORSED

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