13SAGA ASIAN

Bo­nia ex­plores a new chap­ter in de­sign. By Evanna Ramly.

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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.”

STAR POWER

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

So­nia Sui

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