The Hip Parade – Jem, Fashion Mall Of The West



Jem, a modern lifestyle hub in the west, held its inaugural fashion campaign in conjunction with the Spring/Summer season in April 2014. This milestone event serves not only to highlight its extensive line up of fashion labels and beauty services, but also to reinforce its vision of bringing a city shopping experience to the west so as to inspire and connect with the community.

Check out the full album here!

Jem Street transformed from a bustling boulevard in the day into a fashion “runway” at dusk for The Hip Parade on 17 April. Delivered with the panache of an urbane fashion show, Jem’s fashion parade was a spectacle of fashion, music and performances; the delighted audience was agog with no less than 150 looks showcasing the latest apparels from 39 retailers at Jem!

Besides members of the media, business partners, shoppers and passers-by, this event was also graced by luminaries such as MTV VJ Alan Wong, actor/model/host Rich Herrera, Class 95FM DJ Yasminne Cheng, YES 933FM DJ Ivy Tan, and stage actor Brandon Fernandez.

Curated by none other than Singapore’s “Godfather of Fashion” Daniel Boey, Jem’s first fashion event was an extension to its vision of bringing a city shopping experience to the west. Notably, this show was opened by Singapore’s top model Vivien Ong whose distinguished features and strut brought a touch of class and distinction to the event.

The Hip Parade interpreted the current trends for Spring/Summer 2014 in a “runway to reality” presentation. Opened by Robinsons and closed by Marks & Spencer, Jem® demonstrated its extensive line up of fashion labels and beauty services with 150 looks created for themes such as “Art Pop”, “Florals” and “Urban”. There were also kids segments showcasing a wardrobe of colourful and adorable outfits available at Jem.

At the close of the parade, guests were ushered to view the fashion installations at Jem Atrium. These installations showcases different themes every week using apparels from fashion labels at Jem, offering shoppers a chance to appreciate the in-season styles up close.

From now till 4 May, three lucky shoppers who spend $50 earns a chance to win a pair of return air tickets to London, Paris or New York; the first 200 shoppers to spend $150 in a day receives an exclusive Dual-tone Felt Clutch!(More reasons to shop!)

For more information about Jem Spring/Summer 14 Fashion promotions and events, please visit
Jem is Singapore’s third largest suburban mall housing 241 units over 818,000 square feet of retail space across six levels. Directly connected to the Jurong East MRT interchange station and located at the junction of Jurong Gateway Road and Boon Lay Way, Jem is part of the Jurong Gateway regional centre, set to be 2.5 times Tampines regional centre.

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