Audi Fashion Festival gets digitally savvy

Audi Fashion Festival (AFF) has appointed XM Asia for its online and social media strategy to reach Singapore fashion fans.

XM Asia will serve as both ad agency and official interactive partner, promoting this year's theme, "Crafting the Future - Celebrating Five Years of Fashion Success" for AFF.

A new website has also been created for the Audi Fashion Festival Singapore that streamlines all the event's social activities - from its "Instafashion feeds" to Twitter updates and a live stream of upcoming and ongoing events - into one site.

The new site will also display key information such as the designer line-up, their collections, and the calendar of events.

Joyce O' Dwyer, Asia Fashion Exchange project director, said the show hopes to "infuse the spirit of our theme onto our current website, which reflects the modern sophistication."

The annual fashion show, in its fifth year, will play host to over 13,000 visitors and kicks off on 15 May 2013. Mercury Marketing and Communications is the PR agency behind the event.