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| Asia Model Festival Organizing Committee (AMFOC) will be launching a new fashion show festival next year called the 'Asia Open Collection'. Courtesy of AMFOC |
By Lee Min-young
Conventional wisdom for fashion shows is more often associated with glamorous events exclusively enjoyed by closed circles of people from the fashion industry or important clients.
Shifting away from that, the Asia Model Festival Organizing Committee (AMFOC), the host for Asia's largest model hunt platform 'FACE of Asia,' is set to embrace some changes by launching the Asia Open Collection 2020. AMFOC will be introducing a new concept of fashion shows, by designing shows 'inside out': bringing what used to be the 'backstage' to the front, adding entertainment to visitors by letting them watch the battle behind the curtains.
The event will feature top model runways, performances, and designer brand pop-up stores. Visitors will also be able to take part in fashion shows by trying out, or even purchasing, hair and beauty products that models have used for the show.
The Asia Open Collection is expected to serve as an interactive platform for young brands to introduce their products to the public, and consumers to reach out directly to their favorite brands by being able to not only watch fashion shows but also be part of them.
The event is co-hosted by AMFOC, China Fashion Week, Jakarta Fashion Week, and Manila Fashion Festival. Sponsors are the Ministry of Culture, Sports and Tourism, Seoul Metropolitan Government, Seoul Tourism Organization and The Korea Times.
Twenty models who have competed previously in FACE of Asia will take part along with 80 models vying for the 2020 FACE of Asia title. Twenty Korean models will be also be involved.
Various brands will showcase their collections, and models will also have a chance to audition for shows on the spot.
Designers can apply to show their collections. The participating fee will be 5 million won. Further details can be found on the AMFOC website. (http://amfoc.org)
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| FACE of Asia is part of the Asia Model Festival (AMF) held annually by the Asia Model Festival Organizing Committee (AMFOC). Courtesy of AMFOC |
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| Next year's FACE of Asia event, the 15th of its kind, is scheduled for June 2020 in Seoul. Courtesy of AMFOC |
