Microsoft Surface presents MAX.TAN at Singapore Fashion Week

 |   Singapore News Center

Celebrated Singapore designer collaborates with Microsoft for exclusive sleeve designs for Surface and brings the best of design and technology in fringe activities  

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Singapore – 21 September, 2016 – In conjunction with the Singapore Fashion Week 2016 (SGFW), Microsoft Surface will conduct a series of fringe activities with MAX.TAN, one of Singapore’s leading womenswear brand. This season, MAX.TAN will tackle the theme of androgyny and the breaking down of boundaries, which is also inspired by the unique form factor of the Surface, Microsoft’s very own 2-in-1 hybrid device, which lets individuals do more wherever and whenever they are.

In addition, the celebrated designer has created three exclusive Surface device sleeves as part of the collection. These sleeves will be available for consumers who purchase a new Microsoft Surface device from 10 to 31 October at selected authorised retailers[1] and online via the Microsoft Store. TANGS will carry one of the limited-edition Surface sleeves exclusively for customers who purchase any MAX.TAN apparel instore.

The exclusive MAX.TAN sleeves for Microsoft Surface will be available in 2 colours – tan and red. An exclusive edition in black will be available for TANGS’ customers

“As one of Singapore’s leading creative minds, MAX.TAN shares similar design philosophies with the Microsoft Surface, our premium 2-in-1 device that is built to empower users to do great things. We are delighted to be working with Max to showcase how technology and fashion can be brought together elegantly to inspire the modern women,” said Arthur Huang, Director, Consumer Channels Group, Microsoft Singapore.

The Microsoft Surface brings together the full performance of a laptop with the portability of a tablet. Since its introduction to the market, Microsoft Surface has transformed the technology market with its focus on productivity without sacrificing mobility, while packing power in a sleek, elegant magnesium frame. The device is perfect for individuals who place a premium on portability, yet require more power out of their devices.

“We have rewritten the rules of hardware with the innovative design of Microsoft Surface, and we are targeting a group of audience who believes in and appreciate the craftsmanship involved. The Singapore Fashion Week is a great platform for us to work alongside leading designers like MAX.TAN to show how technology can come together with fashion, as well as our commitment in delivering great designs for fashionistas,” added Huang.

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MAX.TAN Spring/Summer 2017 Collection will feature at the Singapore Fashion Week Access platform

 As Official Device Partner at this year’s Singapore Fashion Week, Microsoft Surface will take centre stage in MAX.TAN’s Spring/Summer 2017 show. Best known for his monochromatic, geometric creations and use of drapery, the collection will feature designs that empower the modern women with his minimalist yet structured tailoring, and his partnership with Microsoft Surface will unveil a new dimension in defining the modern woman who seeks to balance work and play.

For this year’s Show, MAX.TAN will be collaborating with leading creative visionaries, Darren Ng and Ong Kian Peng, to bring a multimedia visual presentation of his collection. Ng and Ong, both award-winning artists, will create a sensory feast inspired by the Surface and audiences can expect surprises and be inspired on how technology can play a role in the modern woman’s lifestyle today.

“As a designer, I’m constantly on the lookout for new innovations and inspirations that can be incorporated into my creations. The Microsoft Surface is a unique product that speaks to tastemakers, and is also a practical and productive device to complement their lifestyles,” said designer and label founder, Max Tan. “I’m excited to have had the opportunity to incorporate the device in my runway this year, and I look forward to creating more collections digitally with Surface.”

Experience the beauty of technology with the Microsoft Surface at Singapore Fashion Week

  1. As part of the lead-up to Singapore Fashion Week, Microsoft Singapore and MAX.TAN will be conducting several fringe activities to introduce Microsoft Surface to the fashion-forward during the month of festivities. The series of fashion-related events will introduce how MAX.TAN has fused the concepts of design with technology, as well as incorporate the intricacy of the premium device in his collection.
  1. TAN X Microsoft Surface Fashion Drawing Workshop (24 September 2016, TANGS Orchard)
    Held at TANGS Orchard, the exclusive closed-door session with designer Max Tan will be an opportunity of a lifetime for 20 LASALLE College of the Arts students selected from a contest conducted by the SGFW team. Tan will be sharing about his design processes and how he does so digitally with the Microsoft Surface. Attendees will also be able to sketch on the Surface and experience how technology can bring about a creation experience similar to traditional paper and pen setup.
  1. SGFW X TANGS “Art of Fashion” Pop-Up (3 -31 October 2016, TANGS Orchard)
    TANGS will be curating a series of Singapore-based labels for its pop-up in the month of October, which will include MAX.TAN’s latest capsule collection designed in partnership with Microsoft Surface. The window display will also evoke shoppers’ sense of curiosity with the incorporation of the device amongst mannequins donned in MAX.TAN’s latest collection,
  1. SGFW Fashion Talks Series (26 October 2016, LASALLE College of the Arts)
    Microsoft Singapore and Max Tan will host a panel discussion on how fashion and technology can come together to mould the next generation of fashion creations. The panel will touch on the sense and sensibilities of creating practical yet inspiring designs for consumers with a penchant for great products in their everyday life. More details will be released via the SGFW Official Site closer to date.

The MAX.TAN collection will be available at retail exclusively at TANGS Orchard from 3 – 31 October and will also be showcased at the Week’s all-new platform, the Singapore Fashion Week Access (SGFWA) MAX.TAN: Presented by Microsoft Surface show on 26 October.

For more information on the Microsoft Surface, visit www.microsoft.com/surface

 


[1] While stocks last. Available at following retailers: Challenger – Hachi exclusive; Courts – Courts Megastore, Orchard, Causeway Point; Harvey Norman – Millenia Walk, Jurong Point, Parkway Parade; Newstead Technologies – Marina Square, Suntec City Level 2, Jurong Point

 

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