1960s
Themes: Western Influence / Leisure & Sports / Independence

- The year 1965 marked the independence of Singapore
- Traditional styles of clothing began to take a backseat as Westernised outfits became increasingly popular as the primary choice for workwear, with the former being reserved for formal occasions. This was in part due to encouragement from the government to dress stylishly to reflect Singapore’s newly-found independence (from 1965) and the prosperity that it was enjoying
- Additionally, the Women’s Charter was implemented in 1961. This meant greater gender equality, with efforts being made to improve and advance the situation of women in Singapore. Conventional pieces like the qipao were replaced by sleeker Western dress styles as a stance against the old gender hierarchy, or updated to become more figure-flattering
- Once considered inappropriate, more casual forms of dress were also enjoying the limelight during this decade.
-Shorts and culottes could now be seen on the streets as a result of the increased availability and accessibility of sporting facilities. 

1970s
Themes Identity / Singapore Girl / Western Culture

- The separation of Singapore and Malaysia in turn led to the split of the Malaysian-Singapore Airways (MSA), leading to the establishment of Singapore Airlines (SIA). A new airline meant new uniform, and so French designed Pierre Balmain created the ‘Singapore Girl’ look: a sensual outfit adapted from the traditional Malay sarong kebaya. The brightly-coloured ensemble is now a visual trademark of SIA and the Singapore Girl even has its own wax figurine in Madame Tussaud’s.
- Western culture continues to make headway in the market with the introduction of overseas brands such as Levi’s, Wrangler and Lee Cooper. Generously flared bell-bottoms (or bootcut jeans as they were also known) marked the development of jeans culture here during this time.


1980s
Themes Popular Culture / Shopping Malls / Home-Grown Labels

- Overseas pop culture continued to have an impact on local consumers, often through television programmes and magazines.
- Geometric prints, baggy trousers, pastel colours and neon leggings were some of the prominent fashion trends that made their way into the wardrobes of many young Singaporeans during the 1980s
- Extensive departmental stores were a sign of  improvements in living standards and also became a platform for local talents to showcase their wares.
- Home-grown labels were being supported in other ways during this time: the Singapore Trade Development Board (TDB) organised a trip for local designers and garment manufacturers to exhibit in Paris. “Singapore Apparel” was an annual event developed by the Economic Development Board (EDB) and TDB. Daniel Yam, Allan Chai and Bobby Chng are a few examples who benefited from such ventures


1990s
- The miniskirt was high fashion during the Nineties, as well as casual, comfortable clothing like Bermuda shorts.
- The growth of computer technology now also meant that Singaporeans were up to date on global fashion trends, and not as outdated as before. It also gave rise to designers celebrating Singaporean heritage. An example of this is the “orchid” style of the early Nineties. Designers created clothing adorned in this indigenous flower - a sign of national pride. - - Today, these bright, floral styles have become synonymous with Singapore's identity globally.

- replaced structured-silhouettes based upon the corset and bodice with functional and flattering garments.
- non-constrictive, simple-line designs, instead of hourglass-figure
- used colours associated with masculinity, such as grey and navy blue
- indicate feminine boldness

- Using Unconventional Imagery
Using unconventional imagery is certainly one way to avoid clichés and the French are very good at being unconventional, which is why they are often are the forefront of trends and fashion. Incorporating an image or picture by abstracting it or presenting it in a different manner can serve to challenge your audience’s perception and engage their attention.

- Distort Image

Needless to say experimentation and manipulation is also applied to images in order to distort their form and volume. This adds a layer of emotional, intellectual and visual interpretation to what may otherwise be quite straightforward design, requiring the audience to engage with the image to understand its meaning or message.

- Tell a Visual Story
French design will often tell a visual story or narrative rather than convey a coded message. Visual compositions have always been a big part of French graphic design, which of course ties in with the strong emphasis on pictures and illustration and the desire to take pictorial approach. A visual story engages the audience and forces them to view the image longer in order to interpret the message.

- Avoid Clichés

When it comes to advertising products, French designers, art directors, and copywriters push the boundaries to find new ways to present their ideas and reach their audience. This often means avoiding cliché images and recycled ideas, and coming up with new and innovative visual concepts in order to influence and challenge viewers intellectually.

- Provoke an Emotional Response

French graphic design seeks to create a connection with its audience by provoking an emotional response. This may be through imagery, text, or overall concept and by conveying a thought-provoking message or using imagery that conjures up a certain mood or feeling. The aim is to make viewers think about the deeper message or broader context of the work.

'Soundtrack for a Book' album for Concave Scream (2009) by Kinetic Design

WERK magazine (2006) by WORK

BigO magazine cover (2000) by fFurious

Independence book (2012) by H55