Qoo10, the largest blogshop market in Singapore with more than 2,000 fashion sellers, held its inaugural Blogshop Heroines runway event on 27 June, to showcase and celebrate the vibrancy of local blogshop fashion.

Held at the Butter Factory, 200 guests including media, bloggers, corporate partners and Qoo10 users graced the glamourous fashion show featuring five local blogshop labels (Label Dibs, Karl Rosenfield, Topazette, Glam & Mod and Flaunt CC), with special runway appearances by Asia’s Next Top Model Cycle 1 alums, Kyla Tan and Rachel Erasmus.
“Fashion is Qoo10’s biggest and best-selling product category. Singapore isn’t usually associated with fashion but there is a thriving blogshop industry which has its fingers on the pulse of fashion trends and blossomed without much support. That’s why we came up with the Blogshop Heroines show, to celebrate how far these small blogshop owners have come.”, said Hyun Wook Cho, Country Manager of Qoo10 Singapore.
Presenting a line-up of 40 looks styled by Carrie Models with makeup sponsorship from L’Oreal, the 5 mini-shows showcased wardrobe staples and funky getups, ranging from eye-popping motifs and colourful geometrics to elegant florals on a backdrop of pastel palettes.

“Blogshop fashion is usually perceived as monotonous, executive fashion – all lace, florals and mono-coloured creations. With this fashion show, we wanted to present a versatile mix of sartorial options that offers something for everyone. Quite a lot of time was spent understanding each label’s essence and carefully curating the looks, to bring out the story and inspiration behind each blogshop’s apparel.“, said James Lin, Senior Public Relations Executive of Qoo10 Singapore.

As part of the Blogshop Heroines campaign, Qoo10 has created a dedicated landing page (http://www.Qoo10.sg/Glamazon) to house a special ‘Shop the Runway Look’ section, where consumers can buy the looks straight off the runway.


From 27 June – 11 July, members of the public can stand to win $100 credit by participating in the ‘Snap & Win’ social media contest. All they have to do is share their #OOTD with the hashtags #BlogshopHeroines and #Glamazon on Facebook, Twitter or Instagram to participate. 5 sets of $100 credit are up for grabs.

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