January 2009

Unfortunately Simone Stern has left the EFA-AIFW2009 show. She made the requested dresses for the show, which turned out to be beautiful as expected from Simone. Only I had the remark that I felt a little bit concerned by them, because it did not refer at all to the dresses of the RL show, which was the target for this event. We had a discussion about her style and the style of the RL designer. And unfortunate it ended with the decision of Simone to leave the show and not participate anymore. I regret she is leaving, I would love to have her included.

 EFA-AIFW2009 Dress Simone for EFA-AIFW2009 show

(Simone!) Some Enchanted Evening in Red, one of the dresses made for EFA-AIFW2009

 The first time I met Simone Stern was at the beginning of my EFA-carrier, as present she gave me her new collection. I am still wearing these dresses, for me, that is what is characteristic for Simone’s design, the beautiful textures and the strong design make each piece timeless and can be add easily to a fashionable vintage collection.  Definitly showed with the Una-dress atthe EFA-Design Award Show. But Simone is not only designing gowns! With her “Style starts here” brand she demonstrate she can do much more, casualwear with modern flair,  jeans, fun tops, sexy boots, and even lingerie. With her creativity for so many styles, I am anxious to see what she will make of the designs in the EFA-AIFW2009 show, time for some questions!

EFA-AIFW2009 Simone 4EFA-AIFW2009 Simone 3EFA-AIFW2009 Simone 1 

Simone Stern pictured by Connie Arida 

For the EFA-AIFW2009 show you have to reproduce 4 outfits from the RL-show. The RL-designer describes her designs as follow: “My common designs are simple and wearable dresses. Those are most of the time make from the unusual choice of material.”  How far does your style meet this style? And can you replace yourself in this style and work with it?

Simone: I think my ‘Style’ line is utterly wearable, utterly comfortable. Tops and slacks, and dresses that wear easily and don’t need a ton of accessories to look chic. The cocktail/party dress line at Simone is very wearable too, definitely fashion without a lot of fuss. The wedding gowns are…wedding gowns! They’re dreamy, floaty, soft fantasies, meant for that ONE special day.  

You are placed in the theme “Now”  for the show. Do you have some feeling with this theme related to your common style? Does it fit you?

Simone:  The response to the Style line has been very gratifying and continues to grow  in popularity. The Style line is very modern, casual, and wearable. I’m having fun designing casual clothes for men and women. If I could sum up the line in just a few words, I’d say something like “Easy self-confidence.”

The color of the designs you will create for this show is red. Do you use this color a lot? What is the special challenge for this color? Do you have a special connection with this color?

Simone: Uhm, I had to pick one color? OOPS!  Too late! I picked all three, of course! 

EFA-AIFW2009 outfit Simone

Photographer of the picture and model on the picture: Connie Arida, wearing STYLE -Outfit (by Simone!), includes belt, trousers, cami and cardigan 


At Simone!  you find all you need to mix and match, making your every day look totally unique, and personalized to suit you. Go and find your new look now.


EFA-AIFW2009 (logo red)


Simone Stern is part of the designer team of the EFA-AIFW2009 show. Her creations will be  presented in the theme “now”.


After removing more than 1500 prims from Ischia, the building of the EFA-AIFW2009 venue could begin! EGG Development started to reproduce the atmosphere of the Beurs van Berlage in Amsterdam at Ischia. Joy Laperriere and Minky Mousehold are not new faces for EFA, they also build the event area for EFA-First Fusion show last year. You can recognize their building by the great textures they use and the attention for little details. EGG Development has his base in Singapore, maybe thats explain there high quality and taste for luxury. One of their interest is fashion and the connection between RL and SL, a good example is their latest show for TANGS, a real world mall. They designed and build the props, runway and clothes! I am happy to have them connected at the EFA-AIFW2009and curious to see what their vision is on the Beurs van Berlage.

During building I had the change to have a little chat with Joy Laperriere and ask her a few questions. 

EFA-AIFW2009 Joy EGG Development 1EFA-AIFW2009 - Joy - EGG Development 2

Joy Lapierriere (EGG DEvelopment) during building of the eventarea (work in progress). Thanks to Aleida Rhode for making the pictures.


Joy, have you ever been in Amsterdam? Your building reproduce so well the Dutch atmosphere.

Unfortunately not yet. However, it is on my list of Must Go Tos!

At the time of EFA-First Fusion, EGG Development did not exsist yet. When and how did EGG Development start?

EGG Development was founded by both Minky Mousehold & myself. We are both working with First Meta as our fulltime and as my personal assistant, Minky and myself experienced great synergies working together. Best of all.. we discovered we shared the same passion which was.. Content Creation!Through word of mouth, we were approached by individuals, sl and rl companies on custom projects.Gradually, as time goes by after multiple projects we realised that we are overwhelmed. Hence, the birth of EGG Development sometime around March 2008. We have then recruited more renown designers and members to our family which will strengthen us in bringing new projects from incubation to hatch. EGG Development does not only build but we provide full turnkey services from builds, content creation, fashion, machinima to marketing & advertisements. The time has finally come and we have hired renown designers to join us in launching our new label My Wardrobe this March! Look out for us while we bridge SL & RL to bring you the latest trends!

How did you prepare yourself for creating this venue?

This event area was inspired by the actual event taking place in real life at Beurs Van Berlage. I googled and did a bit of research on the history and the design of the architectural buildings.I picked this as I think it represents the flavour of the city. Especially when the theme of this event is spurred by 2 beautiful art pieces that represents the past, present and the future. I believe the exterior and interior of this build forms a fusion to represent the main theme for this awesome fashion event. 

EFA-AIFW2009 - Beurs van Berlage by EGG DevelopmentEFA-AIFW2009 - Joy - EGG Development 3 

The building is not yet finished, but looks already good! Compliments. How much time does it takes to make a building like this?

A building like this usually takes about 1 week to complete provided there is no outage or technical glitches within Second Life as we all know how that gets!

What are the biggest challenges for making this building?

Hmm, I would have to say the biggest challenge was to form a fusion between art deco and postmodernism in both the facade and the interior design.

You take some special things in account when building a fashionshow venue?
Most definitely. To make the fashion show work, we must always firstly check what kind of colours and theme are the apparels going to be before we proceed to build the venue. The venue and the apparels on runway should always complement each other.
Give us a little tip Joy, what are your do and donts when building?

Well, I think patience and an eye for details is most prudent to take your build from plan to completion.


Also curious to see how the event area will look when the building is finished? Be welcom at the EFA-AIFW2009 show at 26 Janaury 2009! 


EFA-AIFW2009 logo EGG Development

About EGG Development

It is our passion to provide a 1 stop suite of services and products for all your Design, building and marketing needs. MISSION: Bring your business model from incubation to hatch! In layman terms, to plan, design and execute. We believe in bridging the real and virtual worlds to create and enhance brand presence that takes brand equity to a whole new level. After all, it is a Virtual World with Real Economy. Do not hesitate to contact us for a chat on how we can contribute to your company’s online success: Joy Laperriere – jangelic@singnet.com.sg  and Minky Mousehold – yeo.veron@gmail.com


EFA-AIFW2009 (logo red)EGG Development will create the venue for the EFA-AIFW2009 event based on the Beurs van Berlage at Amsterdam.

At 11.00 AM SLT on the 26th of January 2009, the Ewing Fashion Agency will once again be joining forces with the Amsterdam-based real-world talent managers, The Artist Advice for another Second Life/Real World simultaneous fashion event.  During the live fashion show at Beurs van Berlage (Amsterdam – The Netherlands), the Ewing Fashion Agency will host the Second Life version of the show at its Ischia sim location, where EGG Development will reproduce the venue of the show, The Beurs van Berlage.  Building on the success of last years First Fusion show, this year each event will be viewable to the other as they occur.  The Real World creations of Real World designers Jennifer Delano, Melanie Brown and Eleonore de Ruuk  are being recreated for the Second Life production by a talented lineup of Second Life designers: Digit Darkes, Neferia Abel, Sascha Frangilli, Simone Stern, Sysy Chapman and Zaara Kohime.  In acknowledgement of significance of these innovative collaborations, Runway Magazine and DX Exchange have signed on as corporate sponsors for the event. Beside the fashion show, also the DJ will be presented in both world, Damien. S will be on stage in the Beurs van Berlage and at Ischia during the show.

EFA-AIFW2009 Invite event by Kafee Iwish 


You are cordially invited to be our guest at EFA-AIFW2009, Now, Then, Soon

Monday 26 January 2009

9.30 – 12.00 AM SLT

Ischia, Ewing Fashion District



9.30 AM SLT: Live broadcasting of the RL-fashion show of Eleonore de Ruuk and Melanie Brown

10.30 AM SLT: Simultaneous RL-SL fashion show, EFA-AIFW2009 Now, Then, Soon (featuring SL-designers Neferia Abel, Zaara Kohime, Sysy Chapman, Simone Stern, Sascha Frangilli and Digit Darkes)

11.15 AM SLT: Meet the designers and models, simultaneous RL-SL talkshow (has to be confirmed)

Music will be provided by DJ Damien.S during the event.

Your host for this show will be Tiffany Dragonash, dressed by Orage Creations


Event sponsors EFA-AIFW2009 - logo RUNWAY Magazine

EFA-AIFW2009 - logo DX Exchange    





 Building sponsor: EGG Development EFA-AIFW2009 logo EGG Development







Broadcasting sponsor: Engage! EFA-AIFW2009 - logo Engage




Wall sponsors

 EFA-AIFW2009 logo Angel DessousEFA-AIFW2009 logo Seldom Blue Fashion



Goodybags from the sponsors will be posted in the Ewing VIP-guest group after the event.


Mostly of the time, the music at a fashion show is at the background. It is there to give the right atmosphere, to the show and to the designs. This will not be different at the EFA-AIFW2009 show. But this time it will be far more exciting! The DJ for the show, Damien.S, will be on stage and spinning in the Beurs van Berlage and at Ischia during the show. He will connect both world with his music and enjoy the event at both worlds at the same time. Let me introduce him to you.. 


EFA-AIFW2009 Damien S - SL Photo of Damien.S, thanks to Liess Paine


Damien, how did you start your DJ carrier?

I actually started producing and making music first before I started DJ-ing. Producing is something I have done for many years now and I used to DJ a bit for fun. Once I got introduced to SL and started spinning there I really enjoyed it a lot and that’s how I started DJ-ing a lot more. So I guess SL inspired me to pick that up more!

Are you still tuning in SL as a DJ? And can we find you in certain clubs?  

I used to DJ in SL once a month or so but lately since I’ve been so busy with my productions I haven’t been spinning a lot. I did do a clubtour in Second Life last year for my “Summerfeeling” release in the major clubs of SL which was really fun to do. But if I’m spinning in SL I’m mostly at Club Maya on Maya Island.


EFA-AIFW2009 Damien Simons - RL 2

EFA-AIFW2009 Damien Simons - RL 1 

Damien at a cross-reality concert in  club Tabac Amsterdam


At your site I saw you did more cross-over events. How do you experience these events?

It’s amazingly fun to do and the responses are wicked. The people in the physical club like to interact with the avatars in SL that are projected on the walls and the people in SL feel very connected to the gig as well. It’s also a great opportunity to reach a bigger audience and I’m really looking forward to do another crossreality event!

What will we hear during the EFA-AIFW2009 show? Do you have something different than normal in mind?

I’ll be spinning some dance floor anthems, some fresh new tracks and probably some exclusives as well so stay tuned for that!


 EFA-AIFW2009 Damien Simons - This TruthEFA-AIFW2009 Damien Simons - Summerfeeling

Biography Damien.S

Dutch DJ and producer Damien.S surprises with his typical floating, warm and energetic blend of vocal trance and progressive tracks in his DJ-sets. In his music career his passion for music has drawn the attention of the world famous singer *Kirsty Hawkshaw* (vocalist on tracks of Tiësto, BT and Fragma amongst others). Damien has produced one of the *Fine Day 2008* remixes by Kirsty Hawkshaw vs Kinky Roland that has topped the dancecharts worldwide and is working now on a new original release with Kirsty.

He is already proving to be a big winner with his hypnotic concoction of intensifying riffs and progressive beats as his sounds have seen him remix for the like of *Kirsty Hawkshaw, Tiff Lacey, Molly Bancroft to Malta’s Number One DJ JJoy*. His vocal trance release *’Summerfeeling’* has been gaining major support worldwide and topped the *UK Music Week Club Charts at the 10th position* and at *number 5 in the DMC World Wide Trance Charts*! and Damien’s current release *’This Truth’* is currently at the number 6 position in the DMC World Wide Trance charts.

His latest remix of *Fountains Of Youth by Loverush UK! ft. Molly Bancroft* (the voice behind recent Club Anthems such as Gabriel & Dresden’s ‘Tracking Treasure Down’ and Gian Luca Motta’s ‘Not Alone’) is Ernesto vs Bastian’s number 1 track of the month in november 2008 and the original release peaked at the number 2 position in the UK Club Charts. Damien is currently working on his *solo album set to release in 2009* and remixing the latest tracks for artists such as *Kirsty Hawkshaw (UK), Sylvia Tosun (US), Loverush UK! (UK) and Marcy (US – for Armin van Buuren’s Coldharbour Red label)* for their forthcoming albums.


EFA-AIFW2009 (logo red)

Damien.S will be the DJ for the EFA-AIFW2009 event. You can see and hear him on stage at the Beurs van Berlage and in Second Life.

Sysy Chapman was one of the designers at the EFA-First Fusion show last year and I am glad she liked it so much that she was willing to participate in EFA-AIFW2009 too. Last year she was a beginning designer, but a lot has changed.  This active lady has done many things, her own fashion shows, a new sim combined with an interview in ALTAMODA , had her performance on Fashion TV and not to forget a new mainstore. Recently she is making a fist for Warchild, but you will see her contributing to many other charity events. She still has time to launch many new releases and have some laughs and fun… and a few minutes to answer some questions from me!

EFA-AIFW2009 Sysy 11EFA-AIFW2009 Sysy 9EFA-AIFW2009 Sysy 5

Sysy Chapman pictured by Connie Arida

For the EFA-AIFW2009show you have to reproduce 4 outfits from the RL-show. The RL-designer describes her designs as follows: “My common designs are simple and wearable dresses. Those are most of the time made from an unusual choice of material.”  How far does your style meet this style?  And can you replace yourself in this style and work with it?

Sysy: Laughing, I can say my style is simple and wearable too but I think thats as far as the comparison goes. What I try when I create is indeed that things are “wearable”, but I try to always give it a little extra. I can replace myself in this style, and work with it to the best I can, however I have to say that it stays hard to replicate something based on photographs where you don’t see the movement and the “feel” of the outfits, do you know what I mean?  I must also add that I’m in RL not involved in Fashion, so I might have a different look as to what looks good or not (looking with my SL eyes).

You are placed in the theme “Now”  for the show. Do you have some feeling with this theme related to your common style? Does it fit you?

Sysy: The “now” theme is the best theme for me, so I got lucky with that. I tend to always (also in my RL) look ahead and think too much of  the future and whats gonna come, what I’m trying to do in SL aswell as my RL is to “live in the NOW” is how we say it. So the theme is a good reminder in more ways then only Fashion.

The color of the designs you will create for this show is red. Do you use this color a lot? What is the special challenge for this color? Do you have a special connection with this color?

Sysy: I love red! If I was given the chance to choose a color, I would’ve picked red or black. Red is vibrant, festive, chique and can be used for almost anything in my opinion. I’m probably gonna cheat a little and make my red a little more firetruck red then the red used in the RL designs.

Outfit SySy's

Photographer of the picture and model on the picture: Connie Arida, wearing SYSY’s Flashback – red

Go visit Sysy’s Design now, you will find a nice collection of casual, formal and edgy styles to get your Sysy look!

EFA-AIFW 2009 (red)

Sysy Chapman is part of the designer team of the EFA-AIFW2009 show. Her creations will be  presented in the theme “now”.

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