35shares Local fashion entrepreneur, Velda Tan showcased the first collection of her new fashion venture, COLLATE The Label to much anticipation at the recent Singapore Fashion Week. Presented by Sony Xperia, the Pre Fall 2015 collection from COLLATE focuses on clean, classic styles which parallel the signature hues and designs of Sony Xperia phones. This year’s collaboration with Velda once again sees Sony Mobile reaffirming its support for home-grown designers and the emerging local fashion scene, while also seamlessly incorporating the latest innovations in technology with aesthetically beautiful designs. Last year, Sony Mobile partnered with Jo Soh, designer of Singapore womenswear label, hansel to launch the label’s Autumn/Winter 2014 collection at Singapore Fashion Week (formerly known as Audi Fashion Festival). The Singaporean designer has skilfully married design and functionality in their collections. Sony Mobile looks to continue engaging the fashion-oriented consumer, and seek more opportunities to create greater synergy between fashion and technology. Giving members of the public an opportunity to be part of this iconic fashion festival, Sony Mobile also hosted giveaways on social media channels, including the Xperia Lounge application, a mobile app for Android smartphones.