One Online Option

Digital stores offering clothing and such are by now nothing new. As e-shops and sales conducted via social media go, newcomer One Orchard Store isn’t setting itself apart. They’re just joining the crowd

 

OOS homepage June 2020

Resilience is an admirable quality in the business of fashion. Failure is not. Nor succumbing to it. One form of a venture may not have succeeded, but you can try again with another. This can be said of the Textile and Fashion Federation’s (TaFF) latest retail endeavour, the new e-commerce platform One Orchard Store (OOS), set up to promote, as TaFF does, local designs. In the wake of an economy-ravaging pandemic, this enterprise is more urgently needed than ever.

Some observers thought OOS is the online imprint of Design Orchard, last known to be operated by the vagabond retailer Naiise. It is not. Design Orchard has its own website with an inactive “shop”. Rather, this could be considered TaFF’s return to retailing or the provision of a retail platform for fledgling and established brands. A post-Zhuang, if you will.

Few remember Zhuang (庄, or farmstead, or the banker in gambling, such as mahjong), a TaFF initiative to put local brands with minimum or no retail exposure in a pleasing physical space. Their first in 2016 was a pop-up at Tangs. That was followed by a store in swanky The Shoppes at Marina Bay in 2017. Zhuang quietly shuttered a year or so after their mall debut, due to lack of brand and shopper interest, and what was thought to be a diffident effort.

It is not known why the nearly 40-year-old TaFF chose to close Zhuang rather than take it online, which could have been a more viable platform, and in line with what many others retailers were already exploring to do back then. Formed in 1981 as a trade alliance of sort to augment the profile and visibility of its members and to propel them overseas, TaFF has since taken the role to not only guide local labels in their search for markets elsewhere, but also create channels with which to help them reach an audience within our shores or further afield.

Zhuang @ MBSZhuang @ The Shoppes at Marina Bay Sands in 2017

Published just twelves days ago, One Orchard Store is “based on the idea of discovery”, according to its webpage, and it “curates contemporary designers in Singapore and introduces innovative businesses.” Nearly two weeks after going online, OOS looks like it’s still in browser testing stage. Curation is cursory and innovative businesses have yet to appear. Perhaps the mask-making workshop Mask4SG counts?

And what can be discovered? It depends on what is considered a discovery. If finding a product is the mission, perhaps. If it’s gaining insight, perhaps not. OOS encourages discovery by scrolling from the top feature banner down to the last. And clicking on tiled pictures between. The interface borders on the bland and the attempt to reach out to the viewer, on the passive, leaving behind energy levels of the pages that make Love Bonito’s look positively frenetic.

Opting for a flat design typical of websites such as Fairprice and Courts, OSS is built around click and get, less song and dance. No GIFs (or animation) are seen, no videos, no soundtrack (an opportunity to expose local music?). Engagement is perfunctory. At the moment, only shipping to local addresses are available, despite OSS saying that it “seeks to showcase and facilitate exposure of the locally based designers locally, regionally and globally.”

Three core categories of products are offered: women’s wear/accessories, kid’s wear, and lifestyle, which, despite a sub-head ‘home’, comprises only of products in ‘fragrance’. The women’s clothing section has a surprisingly large sub-section with a list of 14, but not all open up to something to see or buy—activewear, denim, and suits have nothing in them, while knitwear has one item. In shoes, there is only one brand, in beauty, none. It might be possible that OOS, like Zhuang before it, is disadvantaged by a lack of brand support.

OOS fashion labels June 2020Some of the labels available at OOS: (clockwise from top left) GINLEE Studio, Ying the Label, hher, Silvia Teh, Shirt Number White, Minor Miracles, ANS.EIN

Among the old and new fashion names that populate OOS, Zhuang alums such as influencer Beatrice Tan’s Frontrow by Klarra, the streetwear collective Mash-Up, and Gilda Su’s Rêvasseur are not included. But one name is: Ying the Label. A favourite of the political elite and a darling of TaFF since the days of Zhuang, Ying the Label—now without a designer collab—seems to enjoy favourable visibility, with the top feature banner in a photograph of the brand’s art-infused outfit shot like it was a design student’s work, destined for a graduation catalogue.

OOS is, visually, a sum of photographs pulled from the brands themselves, but not put through the rigors of editing. In fact, even the products appear to lack some measure of merchandising. Perhaps brands can choose what they want to sell in OOS. It is possible that OOS had been in a state where having stock is better than not. It is difficult to reconcile the astonishing difference between Anna Rainn’s ’90s secretary aesthetics and newbie Silvia Teh’s borderline edgy looks.

E-commerce platforms, like their brick-and-mortar counterparts, are better served if there is a component in its set-up that can effect experience. OOS’s potential is impeded by a genuine lack of content. Scrolling mindlessly down a page might be explorative to some, but it is, for many others, a reason to kill the page. And, strangely, despite all the discovering encouraged, facilitated by over-working the index finger, there is not even a single back-to-top button. Despite its shortcomings, OOS is still appealing to some, such as influencer Andrea Chong, whose website DC Edit calls it “brilliant… responsive digital marketplace.”

To land on OOS, it is imperative that one does not search One Orchard (an understandable action), which would link one to YMCA @ One Orchard! The full One Orchard Store is required. The name choice is, in fact, rather odd, considering that OOS is a digital-native business and need not be associated with a known shopping street or a specific destination, such as a fruit farm, unlike, say, the e-shop of Dover Street Market, which was originally situated on Dover Street, a short, 330-metre thoroughfare in Mayfair, London. If place name is crucial, why not—for strong local flavour—One Ang Mo Kio Store?

Screen grabs: One Orchard Store. Photo: Zhao Xiangji

Tokyo Is Back!

Apart from the return to business, new stores are opening. Can we look to the Japanese capital for inspiration?

 

Uniqlo HarajukuThe new Uniqlo store in Harajuku, Tokyo

After Tokyo announced the state of emergency imposed on the city to be lifted on 25 May, six days before it was due to expire, news began to emerge that a raft of new stores would be opening in June. The revelation was not met with shock, not a whimper of surprise. Japanese retail is an evolving, ever-changing behemoth. While COVID-19 has impacted both business viability and the appetites of consumers for shopping, as seen everywhere else in the world, it has not dampen the spirit in Tokyo for keeping retail going, and with verve.

Here, we’re mostly exposed to gloom and doom. It is widely reported that the global economy is expected to shrink by 3% on average this year. Our economy, as reported by CNA last month, is expected to contract by 4% to 7%. According to Singstat, retail sales fell 13.3% year-on-year in March, which was the sharpest fall in two decades. The Business Times wrote that apparel and footwear saw the steepest drop of 41.6% in the same month, compared to last year. These figures are those before the Circuit Breaker measures were introduced. They are, therefore, expected to be bleaker.

Official Japanese numbers are not especially encouraging either. Retail sales, as reported by the Japan Times recently, have fallen 12.3% in May from a year earlier, with apparel retail hit especially hard. Japan Department Stores Association figures showed apparel sales in department stores to be ¥97,548 million for April, compared to ¥243,870 million in the same month last year. That’s a decline of more than half. Yet, in Tokyo, retailers, do not appear to succumb to such dismal prediction. They are actively participating in the on-going rejuvenation of shopping belts, such as Harajuku and Shibuya.

To be sure, many of the stores that opened in the past month were planned much earlier to coincide with the now-postponed Tokyo Olympic Games, which was projected to yield nation-wide retail sales of ¥4 trillion, now probably not to be realised. Undeterred by the double whammy of the rescheduled Games and the COVID-19 pandemic, some retailers are forging ahead with not just opening new stores, but also creating novel shopping experiences for a market that is already far more compelling and innovative than most. Harajuku, a district in the Shibuya ward, with a youth fashion history younger than Shinjuku’s, appears to be leading the recovery as some of big boys of retail open new, crowd-drawing stores.

Uniqlo Harajuku Style HintUniqlo’s first physical Style Hint corner in its new Harajuku store. Photo: Uniqlo Japan

Uniqlo leads the pack with not one, but two new stores opened, just eight kilometres apart (also new in neighbouring Yokohama is so mega a store that it is called Uniqlo Park). There is Uniqlo Harajuku situated in the new mall With Harajuku that faces Yoyogi Park, across from the equally new Harajuku Station. Then Uniqlo Ginza, a refurbished and larger “Global Flagship” in the swanky shopping belt of the same name. Despite skeptics saying that Uniqlo is over-stretching itself during an unending pandemic that has subdued consumer spending, Tadashi Yanai, the founder and president of Fast Retailing, parent company of Uniqlo, told the media during the opening of Uniqlo Harajuku that “the coronavirus has accelerated change, but this store is to be a part of the recovery.”

Such positive and upbeat sentiments are reflected in the 2,000-square-metre Harajuku store itself: a hub of happy vibes. While habitués of Uniqlo would recognise the typically neat interior and layout, they will spot one new stand-out concept. Housed in a separate boutique-like space in the basement of the two-level store is Style Hint. One visitor last weekend described it as “a bit experimental”. Perception aside, Style Hint is tech-centric to better serve its digital-savvy customers. Inside, the highlight is a wood cabin-like wall of 240 touch screens that feature influencers and customers all fashionably togged in Uniqlo pieces. The pictures are reminiscent of those in the now-no-more local magazine Fruits. If any of the photos catches your fancy, you may touch any part of the outfit, and corresponding information will pop up to guide viewers to where the clothes are available, in-store or online. Also new to Uniqlo Harajuku (and any Uniqlo, for that matter) is a flower shop(!) that offers bunches of blooms (ten varieties, according to a staffer) for sale.

The new Global Flagship store in Ginza is not the biggest as the accolade still belongs to its older, similarly titled sister—the world largest, in fact—on Ginza’s main drag. This must-stop for tourists is oddly sandwiched between the swanky Ginza 6 mall in front and the edgy Dover Street Market Ginza in the rear. The new store, located in Marronnier Gate Ginza 2 (of three buildings) in the Yurakucho area, just 500 metres away (or 10 minutes by foot) from the sibling, sits amid less pricey names such as Loft, Tokyu Hands and Muji, whose first hotel is practically round the corner. Spread across 4,500 square metres of space across four flours of the building designed by the Swiss architecture firm Herzog & de Meuron, this Uniqlo features the first LifeWear Square, a sleek space with exposed skeleton of the interior that brings to our mind Nike Town.

20-06-27-17-34-07-781_decoNext to Uniqlo is Ikea’s first compact store

Not to be outdone, Ikea—increasingly inching into the fashion sphere—has also opened its first “city-centre store” two weeks ago, in Harajuku. As a matter of fact, they have Uniqlo for an immediate neighbour. In the past, Tokyoites who wanted to get their Ikea fix would head to Tachikawa in the west of the city, about an hour’s train ride from Tokyo Station. Out here, the Swedish company’s first store opened as recently as 2014 (it arrived on our shores in 1978). That Ikea has opened in “cool” Harajuku (ironically losing its DNA as more mass-market brands have set up shop here, including Daiso) has many living in the heart of the city quite thrilled, even if the store offers mostly small Yamanote-Line-friendly home ware—more Färgrik mug than Klippan sofa.

While Ikea’s retail director Jaap Doornbos told The Straits Times last month that Ikea at Jem (slated to open next year), similarly a “smaller concept—within a shopping centre—will be the first of its kind in the region”, Japan beat us to it. In fact, it is possible that Ikea Harujuku is a foretaste of what the upcoming Ikea Jem would look like. The 2,500-square-metre “compact” store, as the Japanese media called it, is, like Uniqlo, unmistakable in its image. Just imagine its Market Hall shrunken and given a steroidal boost, and a visible shop front. Once inside, the merchandise arranged to greet shoppers is reminiscent of Ikea’s closest competitor, Nitori, with a nine-storey store less than a kilometre away, in the Shinjuku neighbourthood.

People come to Ikea to be inspired by their “room” set-ups, and here they mirror the average Japanese homes—small. But unlike those of Muji’s home department, the merchandise here do not seem to be specifically designed for Japanese living spaces and quirks. However, Swedish lagom seems to work fine with Nippon wabi-sabi, such as the yet-to-launch-here Symfonisk speaker-lamp and desk lamp. People come to Ikea for the food too. Unfortunately, their famous meatballs are not available at the Swedish Café. Instead the main comprises tunnbröd, Swedish flatbread sandwiches with assorted fillings. There is, unsurprisingly, a Swedish Food Market—with familiar combini-style fittings— that is called, what else, Swedish Combini. Even cup noodles with the Ikea branding is available (they are labelled as “plant ramen”). A shopper, out with his wife for the first time since the state of emergency was lifted, smilingly told us that, Ikea Harajuku “is a good date place.”

20-06-27-23-58-10-755_decoBustling, as always, at the Harajuku intersection of Meiji Dori and Omotesando

Harajuku—kawaii central—seems to be where the action is taking shape (nearby Shibuya too, but that’s for another post). Apart from Uniqlo and Ikea, beauty giant Shiseido has opened a new “digital store” called Beauty Square (also at With Harajuku) that is reminiscent of their retail concept from the ’90s known as the Cosmetic Garden (situated at a basement unit of a donjukai apartment at the adjacent Omotesando that is now replaced by the shopping centre Omotesando Hills), where customers can visit to discover things, but now with a digital, also app-driven component. Another Japanese brand that has opened a new store in Harajuku is Snow Peak, which is, to us, a more advanced—design wise—The North Face (except the only-in-Japan The North Face Standard). For hipsters who camp! The new store, dubbed Land Station, has a more urban vibe—industrial rather than outdoor.

It cannot be certain that much of the buzz is to meet pent-up demand, but Tokyo, with 14 million inhabitants, has always been the hotbed of hype-prone retail activity. Not only are the Japanese brands getting into the scramble, foreign names are, too. Kith, the New York-based sneaker retailer, now with their own clothing line—including a Vogue collab, has announced that they will open their first overseas store in Shibuya next week, in the recently unveiled Miyashita Park, a 67-year-old public area with a playground that was once a conduit of sorts between Harajuku and Shibuya, now turned into a shopping complex. It is hard to say how Kith’s entry into Tokyo will pan out, given the presence of local sneaker retailers such as Atmos and Mita Sneakers, but Kith will no doubt add excitement to the mix.

Last Saturday, the crowd on Meiji Dori, a thoroughfare that cuts through Harajuku and the swanky Omotesando, is as large as it typically was before COVID-19. From new malls to the indie shops of Aoyama further south, people succumbed to retail therapy with palpable joy and corresponding reward. If retail performance can be gauged, even superficially, by the number of people with shopping bags, then this particular weekend, a month after the state of emergency was lifted, could be indication that, for Tokyo, retail isn’t doomed. Two weeks after our own Circuit Breakers measures were eased into Phase 2 and retail businesses resumed, things are not looking as jaunty.

It is often said that comparing us to Tokyo is pointless. The common conclusion is that we are not even near Hong Kong. Nationally, the Japanese enjoy shopping and are not fashion-averse. And they have made many retail businesses buoyant through their collective interest and curiosity, and consumption. Isetan Department Store in Shinjuku alone reportedly sees retail sales amount to about ¥720 million per day. While, in general, Japanese fashion retail volume has registered deficits since 2011, it has not put a damper on the spirit of creating good, usable, attractive products and selling them in spaces that can rightfully claim to be experiential. Japanese retailers are often thought to be more intrepid and innovative than their counterparts elsewhere in the world. Perhaps, here on our island, retailers can abandon predictable, and try plucky and leading-edge too.

Photos: Jiro Shiratori

Yeezy To Do: Bring Along Hype, Not Design

Gap has placed their trust in Kanye West to save the brand. Haha

 

Kanye West YZY

We have not completely digested the news when it came out last night. We thought we’d sleep on it. Kanye West for Gap greeted us this morning. Is there a nice ring to it? Yeezy Gap? Cheesy? But the name of the new partnership between the rapper-designer and one of America’s most recognised mass-market brands isn’t making us think. It is the aesthetic that he would bring to Gap that is provoking us to wonder: Will Kanye West be the right fit?

Gap issued a press release yesterday to say that Mr West “will develop the new line to deliver modern, elevated basics for men, women and kids at accessible price points.” Which means he won’t be involved in Gap itself. Gap hiring a separate designer to create “elevated basics” bears an uncanny resemblance to Uniqlo installing Christophe Lemaire’s as the artistic director of Uniqlo U, the Japanese label’s sub-brand—launched in 2016—that is designed in a specially set up Paris studio to “reimagine everyday clothing using innovative materials and contemporary silhouettes.”

Mr West tweeted a photograph (hashtagged #WESTDAYEVER) that hinted at what his Yeezy Gap might look like. Hoodie! And, surprisingly, colour. Nothing else to describe. There’s that oversized bag—similar to one from Uniqlo U’s past collection—with a message in the bottom right that reads “YZY Gap developed by Yeezy and 699 in Cody WY 062520”. We have no idea why Gap should be developed in Cody, Wyoming, basically Buffalo Bill country. Could Cody be where Yeezy Gap’s design studio is situated, just as Uniqlo U’s is in Paris? Oh, we forget: Cody is where the West family lives, in a a 4000-acre farm.

Yeezy sold US$1.3 billion worth of Adidas-backed sneakers last year. Such impressive figures were often quoted by the press, but similar numbers weren’t linked to his increasingly low-key fashion line

 

The Donald Trump supporter is a hometown-proud man. Calabasas, California, where he once lived and where the Kardashians still reside, was overweeningly featured in his collaboration with Adidas. Even the merchandise linked to his Sunday Service outputs one unabashed “Calabasas sweatpants”. It is not surprising that, for Gap, Cody is similarly given the spotlight. At the last Yeezy show, staged in Paris, attendees were told he was presenting “a little piece from our home in Cody, Wyoming”.

No matter where he designs from, Kanya West is, at least where footwear is concerned, a money maker. According to Forbes, Yeezy sold US$1.3 billion worth of Adidas-backed sneakers last year. Such impressive figures were often quoted by the press, but similar numbers weren’t linked to his increasingly low-key fashion line. Still the Yeezy brand is expanding. Last week, it was reported that Mr West filed a trademark for makeup and hair-care products (including, curiously, pine cones and aromatherapy pillows!), which led to the speculation that this meant billionaire beauty mogul in the making. It would be interesting to note that his wife Kim’s KKW beauty line has not yet made her a billionaire mogul. And his lip-kit queen sister-in-law Kylie Jenner had her billionaire status rescinded.

Gap also announced that they “are excited to welcome Kanye back to the Gap family as a creative visionary”. It is a return as Mr West had worked in a Gap store when he was a teenager (no mention of what he did there, but customer service was bandied about) and had sung about his experience that included pilferage (or suggested) in ‘Spaceship’ in the 2004 debut album College Dropout. How that is back-as-a-creative-visionary is not clear or imaginable. It is possible that Mr West was creative even back then, and to Gap, maker of T-shirts and chinos, a visionary now.

Ye TwitterSneak peek of Yeezy Gap. Photo: Ye/Twitter

But as with everything in fashion, “creative” is being re-defined. His pal Virgil Abloh is doing this re-defining at Louis Vuitton to startling effects on sales. In a radio interview last year, Mr West repeats his known dismay with Mr Abloh’s appointment: “I felt like it was supposed to be me. I was the Louis Vuitton Don”, referring to the sneaker he did in a collaboration with LV back in 2009, a sneaker no one remembers. In the same interview, he declared that he is “unquestionably, undoubtedly the greatest human artist of all time”.

It is ironic that, in the face of still-raging aspiration to design for a luxury house, Kanye West is going to Gap, known for its merchant-led product development, rather than design-led. It is, therefore, possible that the partnership—reported to be a ten-year deal (brand Kenya West will enjoy such longevity?)—might work as Mr West need not bring design to the table. Basics, however “elevated”, would be just that: basics. In the end, Gap is using a name to sell clothes, not design; it will maintain the status quo, not be elevated.

Gap also shared the official logo of Yeezy Gap, featuring Yeezy without the vowels using the condensed serif font of the Gap logotype, introduced in 1986, and often seen on the front of T-shirts and hoodies. This might be in keeping with the simplicity of the three-letter name that is Gap. To some observers, the choice of Mr West is just as simple. In the present, when diversity is expected, if not demanded, of fashion companies, they say Gap is woke to employ Mr West. But he is not the first black hire at the company. Patrick Robinson—the Armani alum greatly loved by Vogue—was with Gap from 2007 to 2011. It would need talent rather than race to turn Gap around.

Illustration: Just So

Fakes From Inside

News that former Hermès staff have been making and selling knock-off Birkins and others are sending shivers through (expensive) bag-carrying society ladies

 

Hermes Birkin

“So the rumours are true.” This has been a common refrain since it was reported, two days ago, that ten former Hermès staff are on trial in a French court for putting fake bags bearing the name of their former employer out in the market. According to The Guardian, a “forgery network manufactured bags between 2013 and 2014 for a profit of more than €2m”. This shocker is, unsurprisingly, the talk of the town. Many women who buy and hoard Birkins and kindred bags are alarmed (or relieved) to know that investigators in an unrelated case had bugged the apartment of “a man suspected of selling handbags stolen in France to customers in Asia”. It was through him that they uncovered the covert operation of the ex-employees of Hermès

The reaction to the news of purloined purses sold to Asian customers was swift. Who were these customers? Text messages exchanged expressed shock, dismay, and suspicion—who among them have been carrying the output of this inside job without knowing? Was the Birkin in the loot?

Many women stressed the importance of buying only from the Hermès store. Some were quick to confirm the hunch that some Hermès bags sold at secondhand dealers could be fake. Or that such places are where one could “get rid” of bootleg bags, noting that one “authentic Hermès purveyor” had “made S$49.8 mil sales in 2019 from pre-loved Hermès bags”, according to one media story.

That, based on our conservative calculation, could amount to over 3,300 bags. The Birkin, the most coveted and among the dearest of bags, is known for its limited quantity, available at authorised retailer, namely their own stores. We are no customer of the positional goods of Hermès, as such we cannot say for certain, but according to reports, a walk-in customer at an eponymous boutique is unlikely able to secure the Birkin. Joining the legendary wait list is required. The waiting time for the bag upon ordering can, reportedly, be up to six years. There is apparently a limit to how many a customer can buy, even as a top spender—said to be two a year.

If indeed the Birkin is as limited as they are thought to be, why are they so numerous in secondhand shops?

 

Old riddles are re-surfacing. If indeed the Birkin is as limited as they are thought to be, why are they so numerous in secondhand shops? Are there really that many sold? (Hermès doesn’t release figures on specific bags, but according to media speculation, more than one million Birkins are in circulation in 2019.) How is it, for example, that one known ardent collector of Birkin with a swanky walk-in wardrobe to house them all could buy that many?

Current tai-tai tattle includes the poser: were some of those no-longer-loved bags that she had re-sold in much earlier years obtained from dubious sources, commonly referred to as “third party”? Apparently this woman of immense means denied there was any question of authenticity regarding her Hermès bags. Whether she still disposes of her bags isn’t certain, but she herself probably owns more of them bags than any re-seller on our island.

It is, of course, difficult to swallow the possibility of buying what was once loved that turns out to be a counterfeit. One woman was more optimistic. “I have bought Birkins from re-sellers before. They told me they were authentic and I believed them. Anyway, if these bags were made by ex-staff, they know the quality. The bags are fake only by name.”

Illustration: Just So

 

 

Much Ado About Shoes

Dior has set up a microsite for the launch of its collaboration with Nike’s Air Jordan 1. What was the “exclusive online experience” like?

 

Dior microsite

It was supposed to be the most anticipated sneaker launch. And then it was announced that scoring a pair would be possible online only. Less than an hour before the first-come-first-served arrangement (in fact, a registration exercise) was made known. Dior was certain to emphasise the “exclusive online experience”. In fact, in a press advisory, it stated:

Please use this exact wording for the launch: “exclusive online experience”

We are, unfortunately, unable to highlight the text within the inverted commas in fluorescent yellow to illustrate how it appeared in our inbox. Believing that it would be an experience, we clicked on the link to explore.

Rare is the website that is monochromatic—Dior’s is. Created to spotlight their collaboration with Air Jordan, it is entry into a flat, soundless world. The experience, which would be no more than five minutes, is low-key to the point of  blandness. If you are hoping for song and dance, you’ve arrived at the wrong shoe store.

In the main page, the star sneaker Air Jordan 1 OG—first released in 1985 and is touted by Nike as “the one that started it all”—is spotlighted in two out of the three sub-windows. In the first, photos of four angles of the sneakers and two close-ups of the the monogrammed Swoosh detail; in the second, some stills of the making of the shoes, and in the third, four pictures of the Air Dior capsule collection.

Dior microsite 2

If you are not interested in the marcom of the shoe, you can just click ‘enter’, and you will be linked to the page where you can choose which of the two available styles you desire. Then another page appears, and you select the size of the shoe, and fill in your personal details. Payment is not (yet) requested. You’ll receive an SMS notifying you when you can go to the ION Orchard store (only one) to drool at your kicks.

That’s it. No more experiential than ordering from Nike’s website. In fact, the Swoosh’s own SNKRS app is more explorable (unfortunately the said shoe isn’t available here). Dior’s emphasis on the “experience” aspect of a mere reservation exercise is an over-sell.

We visited the microsite at midnight, five hours after reservations opened. It looked to us that all sizes were still available. About an hour or so after, when we returned to the bookmarked page, we were greeted by a large box above ‘Enter’ that read: “reservation closed”. That was fast! Perhaps an experience prolonged is no experience at all.

Screen grabs: capsule.dior.com

The Shoes That Will Sell Out Before You Know It

Dior launches the pandemic period’s most-hyped shoe. Before talking about it, we have to be sure not to upset “very particular” Paris

 

Dior X Air Jordan 1 OGs

The Dior press office in Singapore recently sent a two-part press release pertaining to two pairs of sneakers that will launch today. The e-mails were distinguished by their stern, instructional quality—the second especially so. Although the follow-up, just received, stated clearly that information provided is protected by an embargo (a restriction evocative of media advisories issued by government ministries), the writer/sender of the directive counselled that “no articles should be out before this timing”. This was 40 minutes before the allowable published hour of 7pm this evening, our time. It did not say what will happen if the rule is flouted.

Getting the news out at the exact moment they wanted was not sufficient. Anyone penning a piece about the online launch event, and sharing “the pictures of the (name of photographer) shooting” (yes, in bold, and yes, as in the Rayshard Broooks shooting), has to use words prescribed by the brand. “Paris is very particular on the wordings used and to avoid any use of wrong words, we strongly recommend for you to stick to the press text shared in the e-news for digital stories,” the order went. It was followed by ‘Press Guidelines’ that came in bullet form, with five points to follow, including words that must be used, highlighted in hi-vis colours.

It is hard to be sure that this isn’t written instruction preceding an O-level exam paper. Not wanting to risk the wrath of Paris and fearing “any use of wrong words”, we decided it is best not to name the event nor the product in this digital story. By now, many readers would know which shoe will be launched (major sneakerhead websites have already published the news days earlier. CNA Luxury ran it six hours ago) and that it’s a strictly online activity (Google for the microsite). The photo above may assist if you are unsure what the shoes in question are. If this is a must-buy for you, we wish you the best of luck. Oh, prepare S$3,500 for the high-cut or S$3,100 for the low.

Product photos: Dior. Collage: Just So

 

Read: The Chiffon Trenches

There was the Gospel, now the Gossips. André Leon Talley’s second memoir is the fashion industry’s most anticipated read—bursting with tit-bits of fashion tattle alongside unrequited loves that, at the end, stir little pity for the man himself

 

ALT TCT

Warning: contains language and description that might be offensive to some

With a dust jacket photo of a face not exactly beaming with kindness, André Leon Talley’s second autobiography The Chiffon Trenches recounts the ways of an unkind fashion world to which he once belonged. By the time we received our copy (via Amazon, that came with a longer-than-usual delivery time of more than a month), we have, frankly, heard to death that Anna Wintour had left him with “scars” because “she is not capable of kindness”. If you hope for dirt to be dished on this woman—aka Nuclear (a force of energy not associated with the quality of being friendly and considerate) Wintour—there are some, but not nearly as much that her haters can then delightfully hope that her days at Vogue are numbered.

The Chiffon Trenches does not clearly explain why Mr Talley, once a fashion-week habitué and a front-row fixture, is so in need of affection—or sympathy—from Vogue, specifically the Devil Who Wears Prada, Anna Wintour. He didn’t require it in the beginning, not even at the time he learnt of his beloved grandmother’s death in 1989 (he was installed at the magazine only seven months earlier); he chose to be alone with his grief. As he wrote in his first autobiography A.L.T., “I told no one at Vogue. I just picked up my things and walked out the door…” When he learned of the death of his “spiritual mother” Diana Vreeland (having just returned home from “my first salon manicure at a Korean shop” (an odd, even flippant, detail to note while recalling the death of someone dear), there too was no one from Vogue to console him. Why (or how) it became for him a life of such emotional privation is still a riddle.

André Leon Talley is an uncommonly large man of fashion. In recent photos and him on stage, he is usually seated, which magnifies his largeness. Due to his size, he wears mostly muu-muu-like caftans that the media likes to describe as “trademark”, but it’s emblematic likely because of the little at retail that could fit his bulk. Mr Talley admits that he uses “the caftans to shadow the rise and fall of my adipose crisis.” Whether posing for press photos or delivering an address to Oxford students, or gracing a talk show, or hosting a segment (now no more) at the Met Gala, Mr Talley is nearly always on a chair or stool, and looks like a bell Quasimodo might have rung. Sometimes he forms a silhouette of a Renaissance cupola. This must not be taken as shaming; this is what has been seen. Which truly belies the fact that he was not, in the beginning, of a built that needed to be covered in such a startling yardage of cloth. Photographs of his early years, in fact, showed a trim, almost gawky man who stood out due to his impressive height of 1.98m—as tall as the late Kobe Bryant. Mr Talley even describes himself then as a “black American string bean”.

Stringy enough for Tina Brown to remember him—as she wrote in The Vanity Fair Diaries—“in a bespoke suit as thin as a number two lead pencil” at Andy Warhol’s memorial service. In his younger days, he must have cut a striking stature, if not a handsome figure. “I was tall, thin and adored by those who met me,” Mr Talley writes. Enough to tempt, earlier in his tenure at Interview, a looks-concerned Andy Warhol to molest him? In the pre-launch publicity of the book, the press could not resist mentioning how the pop artist had often and publicly placed his hands on Mr Talley’s crotch, to which the latter would merely “just swat him away”.

But what is perhaps more shocking (if anything still shocks) is Mr Warhol wanting to take a photo of his employee’s genitals. Mr Talley writes that his artist-boss said, “You could become famous, make your cock famous. All you have to do is let me take a Polaroid of you peeing on the canvas.” He politely rejected the request. But a guy pissing would oddly occur again in his life story. This time, with Loulou de la Falaise in a kinky, “but happening place in the Meatpacking District” of New York. As he describes it, “suddenly, a man stood on top of the bar and started urinating on revelers below him.” Additionally, he lets on—the world of fashion and pop music is so curious about and enamoured of black genitalia. “There is always the thought that as a black man, it can only be my genitals that people respond to.” Even Madonna, at their first meeting asked, after introducing herself, “do you want a blow job?”

The book is peppered with such gossipy, not usually salacious tales, but they are often akin to snippets

 

While he was not amenable to having his member touched or photographed, or fellated, Mr Talley was not opposed to looking at someone else’s. As he recounts one bedtime investigation, relish somewhat intact, “…I, curious about the legendary size of his penis, pulled back the white sheet and exposed the family jewels…” Mr Talley often writes about his “Southern manners”. Were they not applicable in a shared bed? The victim of this big reveal was Victor Hugo, the Venezuelan artist who was Andy Warhol’s assistant and model at the Factory, and Halston’s window display artist and purported lover. This took place one night in Calvin Klein’s house on Fire Island. Curiosity assuaged, Mr Talley went back to sleep, “Victor on one end, and me on the other”. Penises have their rightful place in his collective memory. Further down, he spied with no hesitation “long-hanging fruits” at the pool of Karl Lagerfeld’s villa in Biarritz.

Friends, friends, friends

The book is peppered with such gossipy, not usually salacious tales, but they are often akin to snippets. Even his relationship with Betty Catroux, “one of the permanent icons in the pantheon of Saint Laurent androgynous style”, is recounted casually, and is barely supported by explanations to tell why he considers her a friend. He also writes of “a great friendship with Miuccia Prada”, but does not really say why. It is the same with Bianca Jagger, Paloma Picasso, Loulou de la Falaise, São Schlumberger (Anna Wintour was not the only person he went to the couture shows with), Amanda Harlech, Lee Radziwill, Anne Bass, Annette de la Renta, Princess Gloria von Thurn und Taxis; so much so that, after a while, it seems like just exuberant name-dropping.

Mr Talley, who has an MA in French Studies, writes of long “effortless” conversations with Mr Lagerfeld, including two to three-hour-long phone calls at night, but, curiously, not once did he say if both of them spoke in English or French, or a mix of both. They wrote letters to each other too, copiously. But, again, it is not known if the frequent correspondences were penned in which of the two languages both could speak and read and write (Mr Lagerfeld was fluent in French, German, English, and Italian). With Mr Saint Laurent, however, he did say that they conversed in French.

He likes to repeatedly give the impression that he was part of and moving between the inner sanctums of French couturiers—that only he and Paloma Picasso were able to navigate freely between the two reigning camps at the time he was in Paris, working for WWD: Karl Lagerfeld’s and Yves Saint Laurent’s. Both men were known to be rivals in business, stature, and the love of one man, Jacques de Bascher. For the purpose of maintaining peace, Ms Picasso had to have the two designers create her wedding dress—one did the day, the other did the night. “That level of diplomacy,” Mr Talley notes, “is exactly what it took to straddle the ice-cold pillars of fashion”. In that respect, it would appear that he did enjoy somewhat exalted status on hallowed grounds.

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André Leon Talley likes being praised and complimented. In the book, the contents are sandwiched between what could be good-luck tokens. Just after the front cover, as well as before the back cover, are strategically placed, almost trompe-l’œil, digital scans of written praises from “the great Delphic oracle” Diana Vreeland and Ralph Lauren respectively. He praises himself too: “I was at the apex of my good-looking young self”, “I had style and attitude. I could shine with the best of them in sartorial splendor and élan”, “My dapper and dandy appearance was paramount…”. Or how instrumental he was in getting John Galliano’s career launched (credit, as most know, went to Anna Wintour) when he helped organised (and even aided in securing the funds for) the autumn/winter 1994 show, held at the uninhabited hôtel particulier home of São Schlumberger. Not a chapter progresses without some self-acknowledgment or praise from others of how good he was. This might have worked in a biography, but for a memoir, it sounds like a long reference letter to himself.

A recurrent phrase in the book is “I was smart”. He says, for example, “People gravitated toward me because I was smart”—people includes Karl Lagerfeld and smart the synonym of intellectual prowess, rather than just learned inferences. This reminder to the reader that intelligence is a requite for a dazzling life in fashion seems to suggest that he needs to be validated, even if it is mostly self-validation. That he started at Interview, jumped to WWD/W, and scaled Vogue weren’t enough to parlay his keen mind and vast knowledge into a standing worthy of the “fashion elite”, some of whom did not graduate from university as he did, such as Karl Lagerfeld and Anna Wintour.

He writes about his time at Interview; at WWD and W; and at Vogue, and even the one-year tenure at Ebony, but he did not once mention the (also one-year) employment at Numéro Russia, where he was hired as editor-at-large to launch the magazine in Moscow in 2013. Mr Telly left exactly a year after, reportedly because of Russia’s controversial position on homosexuality, after watching a Rachel Maddow report on the issue. Mr Telly has proclaimed his love for Russia, but made no mention about his time there. Yet, he spoke rather romantically of his first trip to Africa, when he was invited by Naomi Campbell to Lagos to participate in Arise, the Nigerian Fashion Week.

Intense insecurity

Mr Talley likes bringing up his childhood/teenage years in “segregated Durham”, a town North Carolina known for tobacco (although that was already well covered in A.L.T.), and contrasting that to his achievements in New York, and later Paris, and back to New York again. The insecurity and the stressing of that insecurity seem to be behind how he operates and how he dresses himself. “I depended on sartorial boldness to camouflage my exterior vortex of pain, insecurity, and doubt,” Mr Talley writes. That he, who earlier in his career was happy to accept cast-offs from Karl Lagerfeld and Halston, was able to don bespoke suits was a big deal and a visual validation. When caftans replaced suits, he too had them custom-made and would attribute them to the designers who made them. In fact, when describing what he wore, he fervently name-checks brands—even down to his gloves and the lining of his jackets—as an Instagrammer is inclined to by using tags and hashtags.

His insecurity was not only about his relationship with fashion folks. He was insecure about his work too. He likes to remind the reader of the importance of his editorial role and the significance of his output. Sometimes the need to repeat himself (or remind?) can be irritating. “Working for Vogue as the Paris editor was a serious job,” he writes. At the end of that paragraph, he adds, “Of course, the job came with great duties.” With each promotion at WWD, he does not speak of moving up the masthead, but “a massive jump”, which seems incongruent with the perceived humility associated with his early church-going years in the American south.

Courtier among couturiers

Two French designers professed to be influential in André Leon Talley’s life were Karl Lagerfeld and Yves Saint Laurent. Between the two, it appears he was closer to Mr Lagerfeld and dedicates considerable pages to the couturier. “His importance in my life and career is without parallel,” he stresses. By the time the designer debuted his collection for Chanel in 1983, Mr Talley had been an expatriate in Paris for four years prior, and both were fast friends. Mr Talley was then, back in the Big Apple, not working (he was just asked to leave the magazine Ebony), so Mr Lagerfeld flew him “from New York to Paris first-class” and paid for his stay at Saint James Albany, a hotel on Rue de Rivoli that overlooks the 456-year-old Tuileries Garden.

And there were gifts of money, too. He told Fashionista that when he turned 50, Mr Lagerfeld “gave” him $50,000 (this monetary detail is not mentioned in the book). Such generosity and the closeness between them, led to the rumour that they were lovers. Mr Talley flatly denied that they were, or that he had “been in and out of every designer’s bed in Paris”, as suggested by Michael Cody, one of his bosses at WWD, a charge that led to the editor resigning from the publication. If Mr Talley had been indulgent, it seems to be more sensual than sexual. He had already clarified this in A.L.T.: “I never slept with anyone to get ahead”.

In the end, he was dropped by Mr Lagerfeld like unwanted fabric on the atelier floor. Yet, he consoles himself by saying, after Mr Lagerfeld’s death, “I love him, and he loved me right back

 

His relationship with Yves Saint Laurent seemed to be conducted from a distance, while with Karl Lagerfeld, it was often right in the heart of the action. He recounts trips to Mr Lagerfeld’s various homes, but not Mr Saint Laurent’s private retreat-oasis in Marrakesh, the Jardin Majorelle. Mr Lagerfeld is no longer able to counter Mr Talley’s rather lengthy and detailed account of their time together, often spent amid considerable luxury. It appears that more paragraphs are devoted to Karl Lagerfeld than to Anna Wintour. Despite acknowledging that the Kaiser didn’t treat his close friends well, Mr Talley was totally captivated by the designer of Chanel, stressing repeatedly that he learned a lot from Mr Lagerfeld and referring to the designer and himself as “the Socrates of high fashion and his best student”. In the end, he was dropped by Mr Lagerfeld like unwanted fabric on the atelier floor. Yet, he consoles himself by saying, after Mr Lagerfeld’s death (they never made it up), “I love him, and he loved me right back.”

That could be the point of the book that readers may find hard to reconcile. Mr Talley has a weakness for “unconditional love” or what he perceives to be that, received from both designers, society ladies, and celebrities. And also those that others give to others—he says, for example, that Betty Catroux “loved Yves unconditionally”. Emotionally, Mr Talley did not seem to have suffered hardships of the heart since the attraction to two men that is mentioned in the book amounted to really nothing. So he seek emotional warmth—real or imagined—from those who seemed to be able to give it, such as Diane von Fürstenberg and Lee Radziwill, as well as from those not known to be emotionally radiating, such as Karl Lagerfeld and Anna Wintour.

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Mr Talley wrote that “Yves wanted to be Betty Catroux.” On that note, it is possible that Mr Talley wanted to be all those women he adored: From Jackie Kennedy of his youth to Diana Vreeland to Loulou de la Falaise to the other Bouvier sister, Lee Radziwill, even possibly Anna Wintour. Or, at least, he lived vicariously through them, which may explain why he was so eager to attend couture fittings not his own. Even when things were no longer rosy with Ms Wintour, he still attended her couture fittings to the very last. He writes, “I continue to advise her out of sincere loyalty, no matter if she remains silent.”

After all the drama, his feelings for the editor-in-chief of Vogue sounds familiar: “Not a day goes by when I do not think of Anna Wintour.” This is hard to digest after he slams her for how she treated him. And then goes on to say that he received “a moment of grace” when, to him, she “verified my important role, or one aspect of it, in her life as editor-in-chief of Vogue” in an interview for the documentary on him, The Gospel According to André. He then goes on to say she “has disappointed me in her humanity,” hoping “she will find a way to apologize before I die.” It is rather hard to bear, reading about someone punishing himself in such a manner. Reacting to his podcast with Vogue being cancelled with no prior warning, he says, “She decimated me with this silent treatment so many times. That is just the way she resolves any issue. And I soldiered on, through the elite chiffon trenches”. Soldiering on, in the face of being so clearly ignored, deserves no pity.

In his publicity rounds, Mr Talley calls his book an “epistle”. Readers here may identify much of it as redress or even complaint. In the context of modern digital communication and life, this could be fashion journalism’s equivalent of revenge porn. And like porn, it’s an enticing read. This isn’t the front row, this is a get-back. The “even-though-someone-smiled-at-me, they-could-be-plotting-against-me-behind-my-back” variety. Mr Talley told NPR that The Chiffon Trenches is “not a salacious tell-all. It’s not a dishy, gossipy, bitchy book.” Yet, you do get tell-a-lot, dishy, gossipy, and bitchy recounting.

The book is a breeze to read, and with the fashion show-like pacing, easy to finish in a day or, maximum, two. It is not created to be a literary masterpiece—at best, a piece of Vanity Fair reporting in book length and form. André Leon Talley likes to repeat himself, as we mentioned, just as he likes to be thanked and appreciated, which becomes a little tiring after a while, tiring to read. He is a thankful person, which is undeniably a virtue, but there is no need to be effusive in gratitude (or to expect the same), which can be shown, not only said. A thank you offered once is as valuable as a sorry hoped for, if uttered.

Photos: Jim Sim

The Hottest Mask

Uniqlo’s first face mask was launched in Japan last Friday. It was, as predicted, completely sold out

 

Uniqlo mask JPNUniqlo’s sold-out AIRism face mask. Screen grab: ANN News/YouTube

Given the state of fashion retail, it would be difficult for any brand to enjoy a 100% sell-through. Yet, Uniqlo was able to beat the odds when their debut face mask sold out (at some stores by noon) on the day of launch last Friday, in Japan. That the mask would be completely snapped up was predicted earlier in the week, but no one saw that online sales would crash Uniqlo’s website as it did. The company announced that “there is currently a problem with the connection to our online store due to a large number of accesses from customers.” The humble mask, made from what was initially created for use in undergarments, is this covetable.

According to AccuWeather, it rained when Uniqlo opened their doors that morning. But those in need of face masks were not deterred. Local news report showed long queues at popular branches, such as those in Shinjuku and Ginza. Our Tokyo source told us that he received text messages from friends urging him not to go as the queues were too long, and, at some stores, the masks were already sold out. The speed of sale could be borne out by the post of one Twitter user, カニちゃん (Crab). In the 45-second video clip, shoppers were seen running ahead of him to join a queue in the Uniqlo store in Mark IS, Yokohama. By the time he arrived at the line, easily a hundred shoppers were already in the queue.

Uniqlo mask JPN P2The single-colour AIRism mask. Photo: Men’s Non-No

The Uniqlo mask is priced at ¥990 (or about S$13). Each pack contains three masks. They are available in three sizes: S, M, and L, and all only in white. Although touted as “cool and dry, smooth and breathable” and branded AIRism (a fabric associated with underclothes, and later performance wear, as well as fashion tops under the Uniqlo U sub-brand), many users noted (complained?) that the mask is rather “thick”. Japanese Netizens now consider it a “winter mask”. Uniqlo’s online literature states that what they offer is a three-ply mask, including a middle-layer filter that is supposed to be a barrier to bacteria and pollen. The mask also blocks UV rays. How popular the mask will truly be may only be known after the first wave of use. Uniqlo Japan has not said when stocks would be replenished.

Nor when they would be carrying the mask here. The Singapore office has not released an official statement. Uniqlo SG stores are presently still closed. If the Airism mask’s initial frantic demand in Japan is any indication, it will, similarly, see frenzied reception here and do exceedingly well. Expect shoppers running for them too.

Is Topshop Really Closed?

The store at ION Orchard is boarded up, including the windows

20-06-21-15-39-07-264_decoTopShop at ION Orchard

What is perhaps more telling is that Topshop is no longer in the store listing of ION Orchard’s website. On the doors of the shop—boarded up in black—a terse message reads, in full caps, “SORRY WE ARE CLOSED” (are they really apologetic if they have to shout at you?). Even the windows are similarly covered. Topshop is entirely sealed, except for one still-lit light box.

The shop-front message could indicate permanent closure. Most retail stores, not yet able to open due to COVID-19 and the Circuit Breaker period, mostly state so and communicate that opening dates would be advised later. Topshop does not.

Staff at the store opposite, Charles and Keith, when asked, said they know nothing of the operational state of their neighbour. Telephone calls placed to the branch at Vivo City went unanswered. A Google search for all existing branches showed that they are “permanently closed”. Further to that description, marked in red, Google wrote, “Topshop is recorded closed at this location”. No announcement is made on distributor of Topshop, Wing Tai Holding’s website. It still lists Topshop as a brand it carries. Back in February, The Business Times reported that Wing Tai’s retail arm retrenched 20 staff in a “restructuring”.

20-06-22-02-08-25-000_decoA very closed TopShop and TopMan at ION Orchard20-06-21-16-14-55-597_decoAn unambiguous notice

Topshop was at a time considered to be one of the best fast fashion labels here. Its shine started to fade in the past years and was considerably dulled since media reports emerged nine months ago that the UK’s Arcadia Group, which owns Topshop (and other high-street brands), had agreed to a “rescue deal” with creditors. The BBC reported, at the time, that the retail empire of Topshop’s main man Philip Green “plunges to huge loss”. Closure of some of the Arcadia Group’s more than a thousand stores in 36 countries, including concessions or franchises, was predicted.

Here, many customers started noticing how lacklustre Topshop had become. One fashion stylist told us that “it looked like they were closing down. The merchandise was very miserable”. For those who remembers Topshop as a “happening” place in 2000, where shoppers had access to free use of computers in the Wisma Atria store and enjoyed the British indie music played non-stop, its closure, if confirmed, truly marks the passing of an era.

Note: Topshop’s SG online store is still operating, but, as the ‘add to bag’ button is unresponsive, appears not to be accepting purchases.

Update (11 Sep 2020, 14:00): Two months after our post, Wing Tai Retail confirmed to the media that all Topshop stores (including TopMan) will be closed. It is understood that the UK brand will be available online to local shoppers thereafter. The last standing store is at VivoCity, but it will shut down permanently on 17 Sep 2020.

Photo: Zhao Xiangji

Two Of A Kind: These Doodles

Serial imitator Philipp Plein is one daring guy to do Dior. If you want to see the real deal, go to ION Orchard and ride an escalator

 

20-06-20-21-30-05-716_decoThe escalator plastered with repeated text of Dior, at ION Orchard. Photo: Zhao Xiangji

By now, you’d have read about one designer who had the nerve to put out something clearly associated with another. Philipp Plein, a German lawyer-turned-designer was recently called out for sharing an image of typographic play on his name which bears an uncanny resemblance to what Shawn Stussy has done for Dior in the current season. For some, it isn’t enough your clothes are not original, your communication material has to be too.

The similarities (see below) are not vague. The text, in flowy/wavy hand-drawn style, placed side by side with Dior’s is as different as Brie and Camembert. Mr Stussy’s flowers are replaced with skulls (its use itself is in clichéd territory), but that differentiation is a stroke of futility. Yet, Mr Plein, a noted bling “king of crass”, to paraphrase Bloomberg, sees his neoteric version good enough to stand on its own without immediately evoking the very recent work of someone else, a noted and just-celebrated illustrator/designer, whose influence is acknowledged by Kim Jones in his pre-fall collection for Dior.

Dior vs Plein June 2020Variations on a theme: (clockwise from top left) Dior, Philipp Plein, Dior. Philipp Plein. Photos: Dior and Philipp Plein, respectively

If you need a close encounter of the original, your best bet is to go to ION Orchard and ride—or look at—the escalator on the first floor, just outside the Dior men’s store. This is striking brand communication. Although advertisements stretched across the balustrade panel of escalators are nothing new (these days, almost anywhere can be ad space), Dior did not use this part of the moving stairway. Instead, it employed the much wider skirt panel (inside which the entire system under the steps is hidden) for the textual pattern that, when seen in its entirety, is almost installation art. No selfie-serving-as-fashion-shoot required.

But for Mr Plein, there may not be the need to concern himself with art, let alone art already created by someone else. For as long as he can amplify what is already illustratively stated, he will do so, and it will be consistent with the label’s inherent crassness. Mr Plein, of course, has a different—not necessarily cognizant—sense of what is refine or sophisticated. His eponymous label, including a men’s wear line branded ‘Billionaire’, represents the excess of wealth and embraces what to many others is plain tacky. Bloomberg quoted the designer saying, “Philipp Plein is a brand that’s very polarizing—you either hate it or you love it.” Which side to take isn’t a hard decision to make.

Break Free, Shop Now

On the first day of Phase 2, Orchard Road was not as manic as many thought it would be. Conspicuous consumption isn’t so obvious. Yet

 

Phase 2 Day 1 P1Zara welcomes you back at ION Orchard

19 June 2020. It is probably the biggest day of the year, when so many people cooped up at home for the past eleven weeks are let loose, when retailers unable to open because of  Circuit Breaker measures recoup lost sales of the past two months, when the thirsty—and not—are able to drink all the bubble milk tea in the world. This is not only going to make the news this evening, it’ll be the stuff to delight historians. A prelude to how fashion will resurge, how retail will revive, how our economy will recover. Cautiously, we joined happy shoppers in Orchard Road to observe the expected and expectant crowd, to witness merchandise fly off the shelves, to see history in the making.

The MRT train ride was unexpectedly quiet until two young women, getting off at Orchard station, yelped: “At last!” The palpable enthusiasm did not, surprisingly, reflect the relative calm on the platform. There weren’t that many people. It was half past eleven and at this relatively early hour of the retail day, there was no beating-the-crowd, no I-can’t-keep-the-mask-on-anymore, and no I-don’t-care-if-I’m-not-one-metre-apart. There was no rush exiting the ION Orchard side of the station, nor entering the mall. SafeEntry screening held up the line moving in a little, but it was, surprisingly, not corrupted by impatience and hustle. Simply the calm before the storm?

Phase 2 Day 1 P2Still-quiet ION Orchard at noon

Once inside ION Orchard—the mall that had a head start on publicity the moment CNA told us before Phase 2 struck “what to expect when ION reopens”—the mood was even more restrained. Perhaps what the 87,490-square-metre complex did not expect was the surprising trickle of shoppers, at least before one in the afternoon. The place was not teeming. Most of the shops had opened by now, but short lines were seen outside only four stores: Daiso, Muji, Sephora, and Zara. There was no queue at Louis Vuitton. If you looked inside, there were more sales people than shoppers. We were not sure if this had anything to do with LV requesting customers to “schedule an appointment”, as stated on their website. Next door at Dior, a set of stanchion and belt was set up beside the entrance, but no one was behind them. Inside, one teenager was trying on sneakers. Directly across, Gucci’s stanchion and rope also had no company while behind the windows, we could make out less than a handful of customers.

An hour later, it seemed to us that the anticipated “revenge shopping” and the attendant cause, “pent-up demand”, were much muted, even if they materialised. Do people still buy with a vengeance? We saw no one laden with shopping bags, except a dressed-alike couple with massive ones containing what appeared to be polypropylene storage cases. The other one that caught our eye was a shopping bag as fashion statement—the Virgil Abloh X Ikea brown carrier emblazoned with the word “sculpture” and, yes, flanked by inverted commas. Has online shopping really diminished the lure of what a mall can offer? Has it prevailed? A woman we had seen earlier looking at the LV window was leaving ION Orchard at the same time we ‘checked out’. Curiosity got a better of us: “Didn’t buy anything?” She was cheerful: “No, lah. I get (sic) everything online now. Just wanted to get out of the house.”

20-06-19-22-29-11-533_decoLouis Vuitton at ION Orchard, with no queue outside

The queue-less store fronts extended to Takashimaya Shopping Centre too. A short while ago, one SOTD follower WhatsApped us a photo of the main concourse, showing a long queue to get into Takashimaya Department Store, where we later learned, Versace was causing considerable excitement with 50% discounts on their merchandise. When we got here, the queue was not evident. By the end of our excursion, we observed that if there were lines getting into malls, they were there due to the requisite SafeEntry—scanning of QR codes or ICs took time, and some shoppers were more dexterous than others. A few here were heard grumbling that they had already scanned upon entering Taka (the mall), and it was “wasting time” to scan again going into Taka (the store), probably unaware that both are not technically the same place.

When we arrived via the entrance between LV and Chanel, the line visible was composed of shoppers getting into the mall. There were three people outside Chanel going through the new-normal, triage-like, pre-entry procedures (we saw three members of the staff involved in this operation). Opposite, at LV, there were five waiting. It is debatable if a trio or a quintet is a line, but one audible delight—“Wah, no queue, leh”—outside Chanel was indication that the relative breeze in getting in was an unusual but welcome sight. One mother told her daughter, “quick, take picture.” Past these two sentinel-like stores to this entry point of the mall, fewer queues were seen. There was none at Celine, Dior, and Fendi. Most surprising was the longest line at that time: the one outside Tiffany. Jewellery was missed. Either that or the gifting season has arrived.

Phase 2 Day 1 pCIt was clear enough of people outside Chanel at Takashimaya SC for posed pictures

Further down what Orchard Road Business Association (ORBA) calls “a great street”, the crowd seemed to be gravitating towards 313@ Somerset. Before we got there, we were surprised to see an impressive line outside Victoria’s Secret at Mandarin Gallery. Whatever it was they had inside, it was clearly not undisclosed. In contrast, Surrender in the building across, identified only by its number—268, saw no one awaiting to be let in. Its neighbour Off-White, too, had no shoppers lined up. Similarly, the H&M flagship store opposite of Victoria’s Secret, looked like it was still closed to business. There was no line to be seen and the inside looked strangely dark. With only one glass door ajar, it was easy to think they were only just opening or exercising some stringent checks. From here, looking towards the side entrance of 313@Somerset, it was within sight that getting into the mall would require getting in line.

Past the screening, it wasn’t as bustling as what the outside suggested. The busiest spot, unsurprisingly, was at a bubble tea shop—Chicha San Chen on level three, where the scene was reminiscent of those before 21 April, when all bubble tea shops were disallowed to operate during the rest of the duration of the Circuit Breaker. A queue was seen at Zara, as it was at their stores in ION Orchard and Takashimaya SC. A staff explained that it was not busier than usual, but that they were controlling the number of shoppers in the store. Surprisingly no line was spotted outside Limited Edt and its sister L.E. Underground (it was empty here when we past it at around three). In fact, earlier at JD Sports in ION Orchard, it was relatively quiet too. Similarly, there were few shoppers at AW Lab in Wisma Atria. Ditto for Nike in Paragon.

Phase 2 Day 1 pIGCIn Good Company not ready to receive shoppers

Over at Orchard Central, Uniqlo was, as they announced yesterday, closed. All their stores were actually lit, and the staff was clearly busy at work. No disinfecting activity was seen, but there was the stocking of merchandise and acceptance of delivery. At ION Orchard earlier, one woman was clearly disappointed. “why liddad,” she exclaimed, and went to a gap in the drawn and shut folding glass doors and asked the staff, who was organising clothes on a shelf, why wasn’t the store opened. We could not hear what the guy said. She walked away, muttering “waste my time.”

If a big Japanese chain store such as Uniqlo wasn’t ready to open, it was not surprising that local stores weren’t too. In Good Company’s flagship at ION Orchard was not opened. So was Love, Bonito at 313@Somerset. Even the benches in front of the store—usually husband and boyfriend central—were unoccupied. It is true people are “dying to get out”, but not necessarily to shop. For many out this afternoon, by now on the verge of enough of a crowd to make personal space a rare commodity, the Circuit Breaker is over. That isn’t quite accurate since we are in Phase 2, without an official declaration that all forms of restrictions are lifted. As we left Orchard Gateway to go into the MRT station, a stern security staff asked for our phones. She wanted to see if we had ‘checked out’.

Phase 2 Day 1 pHBThe direction of traffic is clearly marked out at all Hugo Boss stores

This ‘checking in’ and ‘checking out’, required by SafeEntry , the “national digital check-in system”, was not adopted consistently across all the malls we visited earlier. While checking in is a must and is ensured by security personnel, checking out is not regulated. Only at Orchard Gateway were we halted and asked for proof of having done so. While this requirement is acceptable at designated entry and exit points of malls, it was not implemented in a manner as to speed up, in particular, entry. The QR codes were placed or erected, in most cases, all over the place. During what for most was the first visit after the Circuit Breaker, many did not instinctively know where to look. At 313@Orchard, posters bearing the QR code were plastered onto the glass door of the entrance, along which was also where the queue had formed. Enthusiastic visitors stretched out their hands so that their smartphones were able to capture the matrix barcode, all the while their forearms were in front of your face.

For those of us who still consider the experience known as shopping to be fun, the need to check in and out at every single store after first entering the mall quickly diminishes the enjoyment. Frankly, it bordered on the annoying. And was disruptive to the rhythm of what many appeared to do—leisurely shopping. For that reason, we did not enter any store (we were, after all, observing). But for those who did, not every outlet offered the semblance of a nice, purchase-in-hand time. A few clothing stores reportedly had plastic sheets covering their merchandise, and disallowed the trying on of garments. The common reaction: isn’t see-no-touch just window shopping? This normal we were seeing will soon be new no more.

Updated: 20 June 2020, 10:35

Photos: Chin Boh Kay

Some Stores Shall Stay Shut

Tomorrow may be break-free day for many people on our island as Phase 2 of the Circuit Breaker begins, but those planning to go shopping will find some stores still closed

 

Uniqlo annoucement

Many people, ready for tomorrow’s resumption of some semblance of social life, are surprised that Uniqlo announced around six this evening on their Instagram page, “We are not open yet.” It continued to say, “Uniqlo is not rushing to open on 19 June 2020, Friday.” No official word was released by the company at the time of this post. Majority of the comments appeared to approve or support Uniqlo’s decision, agreeing that there is no need to scramble to commence its offline business. The brand added, “We will announce our store opening dates in the upcoming few days through our social media channels, website and app.” Some fans, however, are disappointed that this confirmed Uniqlo would not launch their Airism face mask here, as it will in Japan nationwide tomorrow.

While Uniqlo resists opening their physical retail stores, compatriot brand Muji is laying the welcome mat, although one outlet will be shuttered permanently. The brand announced yesterday that they have closed down their Marina Square store. Through IG, it said, “We regret to inform that Muji Marina Square has ceased its operation.” Muji has not officially commented on the closure of the branch, but some observers feel that Marina Square is “not looking good” despite the last centre-wide refurbishment. Still, IG commentators were disappointed that the store is no more. One ‘amsingapore’ wrote, “That was a favorite branch for many of us. Muji shouldn’t have given up that location”.

Store closures were expected even before the easing of the Circuit Breaker measures. Back in April, Esprit announced permanently shutting all their retail operations here. Robinsons ended their presence in the west by choosing not to remain at Jem. But Muji closing down any store is unexpected as it is believed to be one of the most popular Japanese brands here. One representative director of the parent company in Japan told The Business Times last year that sales in Singapore have been rising steadily each year. He added, “We believe in the growth in the Singapore market.”

Muji announcement

Many stores have announced they’re opening tomorrow. Club 21, in the middle of an online end-of-season sale, will welcome shoppers on the first day of Phase 2, according to an IG Story statement. So is the related emporium Dover Street Market Singapore. Surrender, the streetwear headquarters to many, confirmed on IG that they will open tomorrow. Louis Vuitton announced rather discreetly that they, too, will open, but shoppers are told to “schedule an appointment”. It is not unreasonable to assume that if Louis Vuitton will be opening, other brands under LVMH will be too.

All malls, it appears, will resume full operations as well. Paragon made no mention on its website about what will happen tomorrow, but did say one can “Shop & Dine With A Peace of Mind”. ION Orchard announced, “We Are Ready To Welcome You Back”. So did Wisma Atria: “Welcoming You Back Safely”. Takashimaya Shopping Centre communicated no happy news on their website or Facebook page (its last post was on 6 April), but it will likely open since Louis Vuitton did not say that its Taka store won’t. Over at the Shoppes at Marina Bay Sands, “nearly 200 stores, including F&B tenanted outlets, will be re-opened at the start”. Mostly happy news, it would appear, for those who have been deprived of retail therapy for this long. It remains to be seen if the revenge spending that seized Shanghai and Seoul after those cities opened will play out here too.

Screen grabs: respective IG page