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Buro. Academy #2: On influencer marketing, fashion media, trend forecasting, and Fashion Week PR

How to do Fashion Week

Text: Ryan Sng


The internet and fashion are all about change, at least in 2019. And as a digital, luxury lifestyle publication, Buro. Singapore aims to take a proactive role when it comes to the disruptions facing these realms. With that in mind, we started the Buro. Academy to bridge the gap between a formal education and the needs of today’s rapidly changing workplace.

At the second Academy session — held bright and early last Saturday morning at Design Orchard — a small but enthusiastic group of fashion lovers immersed themselves in discussions surrounding the fashion industry's most pressing concerns. Comprising three seminars and one panel discussion, attendees were offered an insider's primer to the fast-evolving worlds of influencer marketing, fashion PR, and digital media.

There's more to come, too, from online masterclasses to a behind-the-scenes experience at Milan Fashion Week (organised in partnership with R.S.V.P. Agency), which will provide opportunities to level up one's fashion knowledge. In case you missed it, here's what went down during Buro. Academy, part two:

Rachel Ong, Gushcloud Account Director

Seminar 1: Influencer marketing in 2019: What you need to know

Rachel Ong (Account Director) and Patrina Goh (Account Manager) of Gushcloud introduced listeners to influencer markering, and acknowledged the immense disruptive power that influencers now wield in the fashion and entertainment industries.

Elizabeth Lee, Buro. Singapore Editor-in-Chief

Seminar 2: Are fashion trends still relevant today?

Buro. Singapore Editor-in-Chief Elizabeth Lee charted the evolution of fashion trends, and concluded that, while formerly used to divide those 'in the know' from those outside of the loop, trends are now a means for "people to come together... and exchange their points of view".

Bettina von Schlippe, R.S.V.P Agency (Moscow and Singapore) CEO

Seminar 3: How to do PR for Fashion Week

R.S.V.P Agency CEO Bettina von Schlippe took the audience off-textbook, and walked them through the conception and creation of immersive fashion experiences — in both digital and offline spaces — for the press and consumer.

Perspectives: The significance of media for today's fashion industry

Esquire Singapore Editor-in-Chief Norman Tan, Buro. Singapore Deputy Editor Crystal Lee, E! Asia Managing Digital Editor Pakkee Tan, and Bettina von Schlippe weighed in on the changing role of media in the fashion industry. The former suggested that publications and editors now have a duty to help make sense of the vast volumes of information available to readers, and to unify "disparate industries and schools of thought".

Missed the first and second editions of Buro. Academy? The third time's the charm — click here to book your tickets for the next session, centred around technology and fashion.

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