It doesn’t take a rocket scientist to notice immediately that there’s something different about the Models in Fashion event, which showcased homegrown label Depression at the newly refurbished Velvet Dragon, organised by Art of Media on June 13.

Club NBTB (Nothing Better To Do) Pte. Ltd’s pet project allows rising, hot fashion labels to flaunt their stuff along with selected models. Throw in booze, sultry music and pretty people and you pretty much have the formula for Models in Fashion.

Kenny, one of the 2 admen-turned-designers of the label, explained that, “This label is for people who dare to be different and are expressive. They are always on the look-out for things that can differentiate themselves from others so they should be able to find us on their own.”

Every piece on show was an individual experiment in colour and hand-made detailing so no 2 pieces was alike. Targeting those who embrace quirkiness, individuality and perhaps everything alternative, it was plain to see that the clothes followed two themes – geek-chic and Goth. This was reflected in the way the clothes were presented. The models came out in contrasting pairs, the ‘geek’ sporting thick-rimmed glasses and tight shorts while the ‘Goth’ pulling sullen faces in their dark-make-up and pulling at their chains.

It’s also easy to see that the graphics on the t-shirts (which range in price from $35 to $69) translate into brazen expressions, so blatant that stories could be weaved from the visuals. The marriage of the concepts and deliberation behind each article of clothing truly creates individuality that is almost impossible to find nowadays. Also, they ’re not made up of random mainstream motifs which the masses seem to adore.

Model Victor Ang, 21, described the fashion collection as bold and unexpected.

“I believe it is something like an acquired taste. It needs to be explored and you need to really own it with your own style for it to look good,” he said.

The showcase was a muted, almost mysterious one, with the designers not even revealing themselves at the end of the show. Even without having to read the label’s tagline – Clothes and accessories for the anti-social – one would be able to tell that this label isn’t for everyone.

“Some of the clothes, like the dress with the pink gauze tulle, seem a tad too daring for our streets. I can’t think of any occasion I would wear them to,” commented Celine Leong, a 19-year-old tertiary student who attended the show.

22-year-old NSman Mohamed Shukor however, disagreed.

He said, “Youths these days are more fashion-forward than they were before. Our streets are becoming to look more like a parade now that people are exploring different ways of dressing. I’m sure many will take a liking to Depression’s provoking designs.”

Depression came about when the designers, both former creative minds from the local advertising industry, decided they wanted to do something different and watch their own ideas materialise on cloth.

“Advertising is the kind of industry that expects you think out of the box and constantly churn out ideas so people think it makes a liberating career. But really, it is restricting because you have to have ideas that people like. You can’t be yourself,” Kenny explained.

In this business, though, the pair is quite willing to be less themselves if the customer already has their own sense of self, and so invites their customers to bring in their own designs so the final product can be customised according to their preference. The label’s desire to help people express their own fashion identities differentiates Depression from its competitors.

“Commercial labels always claim to be different and unique but they’re being marketed to the masses so every other person has the same design anyway,” Kenny observed.

But if you’re wondering why the store, which is located on the 4th floor of Far East Plaza is so hard to find, it’s because the designers are looking for true fans of their work. And probably because they’re pretty anti-social themselves.

Kenny explained with glee that, “The store is tucked away at a corner of Far East Plaza so customers have to look for it.” So fans of Depression, don’t get too depressed if you find yourself wondering how to get to the store.

Depression can be found at Far East Plaza #04-41. For more details, visit www.depression.com.sg

Models in Fashion will be held monthly till November 2007 at Velvet Dragon.