From arising as a challenger brand in the competitive bridal market in 2018, The Ivory had made its mark in the industry, creating a unique identity and demonstrating exponential growth. In order to validate its position as a community driven and fashion-forward bridal boutique, we decided to host an event during the Lunar New Year to celebrate our partners and introduce new designers represented by our brand. 

As the Lunar New Year is about coming together to celebrate traditions and the coming year, we wanted to convey that within our event theme. To symbolise new beginnings, we decided to title our event, ‘ANEW’, as a tribute to reconnection, and a new lease of life. For the event’s programme, we planned to feature a runway showcase of upcoming additions to our curation of designers, as well as a new partnership with fine jewellery retailer Graff. Additionally, we would exhibit selected student work from our collaborative project with Temasek Polytechnic, transformed from retired pieces from our sister label Style Lease. For the event’s branding, I wanted to express the start of the new year and the arrival of Spring. I was inspired by abstract photography/scanned images of flowers through a translucent material, appearing as if seen through defrosting ice.

This concept and moodboard guided the design of our invitation, signage and event set up.

We had a total of 105 guests attending the event, including The Ivory's partners and key influencers within the media and bridal industry. The Temasek Polytechnic project was exhibited in the venue's holding area for guests to peruse as they were arriving, before being ushered to their seats as the runway show began. After a short speech, guests celebrated with a traditional prosperity toss of yusheng, ringing in the New Year. The event created a good amount of buzz for our brand, with high social media coverage from the opinion leaders among our invitees. This led to an increase of 200 new followers, and a 129% increase in customer enquiries.