Singapore’s Fashion Labels Rise as Local Designers Innovate

In a landscape historically dominated by international brands, Singaporean fashion and beauty labels are carving out a distinct identity. Emerging designers like Chan Jing, founder of the womenswear label Sensibilities, are challenging traditional norms and elevating local craftsmanship. Since its launch in late 2024, Sensibilities has gained traction through e-commerce and pop-up events, including an ongoing showcase at the creative cluster New Bahru.

Reflecting on her journey, Ms Chan describes her passion for fashion that began in childhood. She sources sustainable materials from fabric shops in Tokyo and exhibition halls in Shanghai, posting her discoveries on Instagram. Her designs prioritize quality and functionality, moving away from the fast fashion model. “I’m focused on delivering better finishes than what’s typically available,” she stated, highlighting her commitment to innovation.

Increasingly, local shoppers are showing interest in supporting homegrown brands. The shift from the “blogshop era,” characterized by resale and white-label sourcing, has paved the way for a new generation of designers committed to quality construction and cultural relevance. “Local fashion is now recognized for its craftsmanship and individual brand identities,” Ms Chan noted.

The changing consumer landscape has also been observed by local shoppers. Lawyer Gloria James, 58, often chooses Singaporean brands for their comfort and versatility. She believes that local products, like those from Pedro and jewelry label Risis, offer a unique appeal compared to global luxury brands. “Local gifts are appreciated,” she explained, emphasizing the value of homegrown offerings.

Despite this growing interest, challenges remain for local brands. The Singapore market is small, and operating costs are high, making it difficult for new entrants to compete against established foreign brands. A 2024 YouGov survey revealed that the top fashion brands in Singapore are predominantly international, with Uniqlo and Nike leading the list. According to Assoc Prof Lau Kong Cheen from the Singapore University of Social Sciences, perceptions of local brands often skew towards being “old-fashioned” compared to their global counterparts.

Local fashion and beauty brands are not only striving to establish their identities but are also facing structural challenges. Ting-Ting Zhang, CEO of the Singapore Fashion Council, pointed out that local brands operate in a high-cost environment, making it hard to scale effectively. “Foreign brands benefit from larger distribution networks and deeper pockets,” she said, highlighting the competitive disadvantage faced by Singaporean labels.

The need for international validation is another hurdle. Consumers often view local brands more favorably after seeing them succeed abroad. The case of Charles & Keith, a brand that started in Singapore in 1996 and now boasts over 600 stores globally, serves as a testament to the potential for local brands to thrive on a larger scale. A spokesperson for the brand stated that while they did not initially aim for global expansion, challenging norms and redefining the Singaporean fashion identity has been a key focus.

Many emerging designers are looking to replicate this success by honing their brand identities. Sven Tan, co-founder of In Good Company, emphasized the importance of having a clear point of view. “Being local means we have to be very intentional about our designs,” he explained, noting that local shoppers are becoming more open to supporting homegrown brands.

As local designers navigate these challenges, they are also finding innovative ways to connect with consumers. For example, beauty brand Sahur’s Art, launched in 2021, focuses on transparent development processes and diverse representation in its marketing. Founder Ms Sahur Saleim noted that many customers are surprised to learn that the brand is local, indicating a need for greater awareness of Singaporean talent.

Despite facing high operating costs and competition, many local brands believe in their potential to succeed. Ginlee Studio, co-founded by Ms Gin Lee, is committed to building a unique design language that reflects local culture while appealing to international markets. “We want customers to connect with our designs and see the value in what we offer,” she stated.

Retail platforms are evolving to support these local brands. Initiatives like the Design Orchard Retail Showcase, managed by the Singapore Fashion Council, provide emerging brands with opportunities to showcase their products while lowering operational costs. In 2024, the showcase attracted over 210,000 visitors, reflecting growing interest in local offerings.

As Singapore’s fashion and beauty industry continues to evolve, the emphasis on storytelling and brand identity is becoming increasingly important. With support from organizations like the Singapore Fashion Council and strategic partnerships, local brands are better positioned to compete in a crowded global market.

The journey ahead is filled with potential, as Singaporean designers strive to create a unique fashion narrative that resonates both locally and internationally. The emphasis on quality, sustainability, and cultural relevance may well pave the way for a brighter future for Singapore’s fashion scene.