ION Orchard spotlights new drops from Gucci, Dior, Prada and 13 more brands
ION Orchard is gathering the latest drops from 16 fashion, beauty, watch and jewellery brands in a campaign built around four recognisable shopping personas, from the "I didn't need to see the new drop" spiral to the unintentional shopper. Participating boutiques include Gucci (01-05), Dior (01-22 & 02-12/13 & 03-13A), Prada (01-01 & 02-15), Valentino (01-08/08A) and Armani Beauty (B2-45). The Orchard Road mall is pairing the edit with exclusive ION⁺ Rewards and its curated dining experiences.
The first persona, the "I didn't need to see the new drop" spiral, runs on the line "Saw it. Loved it. Need it." It spotlights Armani Beauty's "Power of You" fragrance at B2-45, a pink Dior Book Tote with gold hardware, Gucci pink stiletto pumps and a yellow and blue patterned halter dress, and Sandro's gold metallic strappy block heels at B1-29A.
The Enabler: Chopard, Red Army Watches and Lacoste
The Enabler, the friend who "somehow always wins the argument", anchors the second persona. The look combines a tan Loro Piana leather tote, a silver-toned Chopard link bracelet from 03-04, a Red Army Watches chronograph with a skeleton dial and green and red accents from B3-03, and a light blue pinstripe Lacoste shirt worn over a white tee from B2-08.
The Unintentional Shopper: Prada, Piaget and Benjamin Barker
The Unintentional Shopper "actually enjoys the hunt more than the purchase", guided by the tagline "I wasn't looking for anything specific… until now." The edit features a blue paisley Prada scarf from 01-01 & 02-15, a Piaget skeleton watch on a blue leather strap from 03-02, and a black and brown Benjamin Barker tote from B3-34, with Loewe at 01-11A/12 rounding out the chapter.
"I don't have anything like this": Valentino, Diesel and Gentle Monster
The final persona leans on the classic justification "I don't have anything like this". The styling pairs a black studded Valentino Garavani shoulder bag from 01-08/08A with a sleeveless grey textured Diesel top and belt from B1-26/27/27A, rimless Gentle Monster sunglasses from 01-27, and cream mule slip-ons from & Other Stories at 03-24A/24/25/26.
Louis Vuitton completes the participating line-up at 01-23/24 & 02-14 & 03-14/14A. Shoppers can explore the latest trends in fashion, watches and jewellery, curated dining experiences and exclusive ION⁺ Rewards at ION Orchard, Singapore's iconic shopping destination on Orchard Road.