Partygram!: Samantha Thavasa in Velvet Underground

It was like Super Junior just landed in Velvet Underground Singapore.

Velvet Underground

Imagine walking into a room full of late teens to twenty something girls, most of whom were dressed very kawaii. Being blonde and male, I certainly felt like I was entering the twilight zone. But hey, I believe fashion is democratic and everyone has a right to expressing themselves through style. So, it was time to pull up the socks and go bravely into uncharted territory!

Guess who was trying to be Kawaii

The event was an anniversary celebration of Japanese handbag brand, Samantha Thavasa. Considering the target market, the event was successful in galvanizing the right crowd. For those of you who may not be in this category, here is a little quick info bite:

• 1994 founded by Mr Kazu Terada in Tokyo
• 2000 opened up NY operations
• 2004 deluxe line launched
• 2005 Listed on Tokyo Stock Exchange
• 2006 first NYC store opened / men's line launched
• 2006 Tinsley Mortimer chosen to co-brand a new line of handbags
• Other celebs: Beyonce / Solange, Nicky Hilton, Jlo, Victoria Beckham, Taylor Momsen, Lee Byung Hun for jewelry line, Miranda Kerr
• In Singapore, the brand is jointly brought in by luxury retailer Tyan and the principal in Japan.

The event was interesting for me.

For one thing, the hospitality from the Tyan staffers was unexpectedly warm. Usually, events such as these are friendly, but much of the attention is reserved for media and business partners. I was pleasantly surprised that the staff made everyone feel included. From the reception desk and right into the show. Everyone seemed genuinely happy you came.

Sweet Swag

Guests were given drink coupons and a swag bag. Inside there were some Samantha Thavasa branded donuts and discount voucher.  

Host Stephanie Carrington

When I arrived, the Velvet door guards complimented my Tiffany necklace. Good start I thought. Host Stephanie Carrington was taking pictures in front of the brand wall. After being escorted inside, a Tyan staffer enthusiastically encouraged me to enjoy the show. Again, she had no clue about my background. The sincerity in welcoming everyone regardless of their titles was very, very appreciated, especially after my last little soiree at a (koff koff) atelier.

Packed with young ladies

Inside, finger food was passed around on trays by waiters. Drinks were ordered at the bar. And surprisingly, alcohol was also offered. 

What was also nice: the show was not overly delayed, unlike other fashion events where late is considered normal.

Cute Girly Bags

Intentionally, the models from last night's presentation were Eastern Europeans (no surprises there since the brand consciously positions itself as Western regardless of origin).  Styled by Uber fashion veterans Vik Lim and Lionel Lim (no relation), the Vivien Westwood ensembles were paired off with appropriate Samantha Thavasa bags. Hair was by Salon B who followed the direction of street casual to a tee. The hair was realistically urban, exactly the kind of look that would appeal to the customers of the brand.

Mimicking mum's or big sister's luxury brand bags

It was not hard to see why the bags have so much appeal to this group. If your market is Hermes, the cute, pastel colored bags with Mickey and Minnie Mouse hanging on them may not be for you.

Mickey and Minnie licensed products

The brand does however have sophisticated designs in its line. In fact, some of them seemed inspired by the iconic lines of other luxury brands.

Everything went on almost without any hiccups...until everyone heard gasps in front of the stage. A young guest was lying face down, behind me actually. I was taken aback and tried to help her get up. But you know how a cat lowers its center of gravity to make itself heavy if it didn't want to be picked up. Well...

There was some commotion that even the models and the host on stage were ignored for a short while. Eventually, the young lady was helped out of the club. Later we learned that she was not used to alcohol and her friend got her to down vodka. She paid for that error in trusting that friend with a broken tooth and a state of shock, not to mention the honor of being the unexpected center of attraction!

Again, and this is a testament to Tyan, I learned that they were going to send the lady home. Kudos to the staff and management of the group. They really do take care of their customers, above and beyond the call of duty.

Lucky Draw Winner, and no this isn't the guy

The event closed with a lucky draw giveaway of three bags. It was really cute that the first winner, out of the sea of salivating girls, was a guy! 

Overall, for someone who thought he took a wrong turn when he arrived at the event, I am happy to say I like what the brand is about, where it came from and where it is going. 

Samantha Thavasa is like a bridge label. It transitions a girl from being a high school kid that carries backpacks to a young woman who wants to be a little more grown up without losing her youthfulness. And filling that gap that exists below high end luxury brands like Gucci and Dior is so necessary.

Additional pictures courtesy of Salon B