Bonia explores a new chapter in design. By Evanna Ramly.
Sonia Sui floats onto the stage in a delicious confection of pale pink chiffon and sheer delight. The stunning actress and model has just been announced as the first international brand ambassador for Bonia. “I feel very privileged to represent a brand so rich in heritage,” says Sui, who will be the face of Bonia’s campaigns in Singapore and Malaysia. “It’s very exciting and I’m really looking forward to it.”
HEAR ME ROAR
Having come a long way since her acting debut in 2009, many remember Sui for her Golden Bell Award-nominated performance in the TV series The Fierce Wife. Her character, a homemaker turned feisty career woman, made her an instant icon. Brand director Daniel Chiang believes that Sui’s confidence and versatility both reflect Bonia’s progressive and contemporary outlook. “Sonia is highly respected in the industry for her quick adaptability and determination, which led to her soaring popularity in countries across Asia,” says Chiang. “We are both excited and proud to partner with such a highly sought-after celebrity.” Geoffroy de Drouas, business development general manager of Bonia, adds: “Sonia was selected for her global personality. It was logical for us to go with someone from Taiwan as we intend to expand in China. We see huge potential in this, and it’s encouraging that many other countries are also very interested.”
The attention of foreign investors seems perfectly timed with Bonia’s 39th anniversary, which the brand recently celebrated with the launch of a popup store in Singapore. Themed ‘Chapter 39: Bonia Inspires’, the 10-day travelling showcase highlighted the best of the brand’s heritage and design throughout the decades.
Classic pieces were beautifully juxtaposed with current hits in what was said to be the largest showcase of its kind, taking up 4,305 square feet of Orchard Green. Lighting up the night was the 2013 Spring/Summer and Autumn/Winter fashion shows as well as a special collaboration with 100 students of Raffles Design Institute. The spectacular creations of the latter drew on Art Deco, Pop Art, Surrealism, Cubism, and Fauvism. “The students were very excited and thoroughly enjoyed working with peers from various design programmes on this real-life industry project,” said Giuseppe Spinelli, principal of Raffles College of Higher Education. “It was a great opportunity for them to showcase their creativity and craftsmanship.”
SAY MY NAME
Look out for the upcoming Sonia Sui collection, Bonia’s love letter to its new face. Focusing on individualism, simplicity, elegance, and chic, the range is a stylish representation of Sui’s own personality.
The colourful pop-up store at Orchard Green, Singapore
Bonia Spring/ Summer ’13