In 2025, Singapore’s fashion scene is thriving, marked by the confluence of global luxury powerhouses and rising local talent. Anchored by a cosmopolitan ambience and supported by government initiatives, the Lion City has cemented its status as a Southeast Asian fashion hub. In this deeply researched, 1,500-word feature, we explore the top fashion brands leaving an indelible mark this year—examining their origins, design philosophies, regional impact, and future ambitions. The tone is formal yet warmly human, celebrating innovation, resilience, and sartorial integrity.
Charles & Keith – Singapore’s Global Fast-Fashion Titan
Founded in 1996 by brothers Charles and Keith Wong, Charles & Keith grew from a homegrown footwear brand to an international success with over 600 stores in 37 countries. Renowned for its trend-forward shoes, handbags, and accessories, the company champions “affordable luxury” and agile design cycles.
2025 Highlights
- Continued emphasis on digital growth: enhanced e-commerce and mobile experiences.
- Launch of capsule collections targeting Gen Z consumers.
- Elevated sustainability efforts—partnering with leather Working Group-accredited tanneries.
Evident in the brand’s tailored accessories and sleek silhouettes, Charles & Keith has succeeded in evolving with a style-conscious but cost-conscious audience—affording professional polish without premium prices.
Love, Bonito – Empowering Asian Women Through Style
Established in 2010 by Rachel Lim, Velda Tan, and Viola Tan, Love, Bonito positions itself as a womenswear brand specifically for Asian body types. With 27 brick-and-mortar stores across six countries, including Singapore, Malaysia, and the Philippines, the brand is on a path to profitability by 2025.
What Sets It Apart
Unlike generic fast fashion, Love, Bonito focuses on fit, proportion, and wearability. Its three collections—Signatures, Staples, and Capsule—reflect deliberate design choices rooted in feedback and analytics. CEO Dione Song, speaking in April 2024, emphasised the brand’s shift from “ready-to-wear” to “ready-to-live,” catering to the everyday realities of Asian women.
Recent Developments
- Opened a flagship store in Hong Kong in mid-2024.
- Explored IPOs and expansion into the US market.
- Recognised on the BoF500 for leadership in fashion innovation.
Love, Bonito’s growth narrative resonates with a generation seeking stylish designs that fit and feel authentic.
Ong Shunmugam – Heritage Meets Innovation
Founded in 2010 by Priscilla Shunmugam, Ong Shunmugam reimagines traditional Asian attire—particularly the cheongsam—into contemporary ready-to-wear and bespoke collections.
Style Signature
- Seamlessly fuses ethnic textiles like batik, lace, and ikat into modern silhouettes.
- Prioritises inclusive design: works tailored for all skin tones, faiths, and body types.
Achievements
- Awarded Breakthrough Local Label by Cleo in 2012 and Grand Award at Design for Asia in 2013.
- 2025’s collections draw inspiration from Malaysia’s Baju Kurung and Kebaya, blending tradition with contemporary flair.
In an age of global conformity, Ong Shunmugam stands out by championing Asian cultural heritage through style.
Emerging Homegrown Boutiques
● Beyond The Vines
Once a womenswear label, it has evolved into a multidisciplinary design studio launching items like its popular Dumpling Bag and tech accessories. The brand’s ethos centres around solving real consumer problems with aesthetic functionality.
● ANS.EIN
Founded on the principle of wearable art, ANS.EIN transforms brush strokes and cultural motifs into everyday garments—including matching family ensembles.
● In Good Company
Launched in 2019, this brand leads in sustainability and gender-fluid design. Its collections are ethically made, locally produced, and timeless in cut and aesthetic sgtolife.com.
Sustainable and Ethical Niche Labels
● Plop Apparels & r y e
As showcased during Boutique Fairs SS2025, Plop balances simplicity with character in versatile silhouettes, while r y e emphasises minimalist structure and fabric-led choices.
● Mathilde (bags)
A Singapore-produced luxury label, Mathilde crafts bespoke leather bags from ethical sources and provides customisation, appealing to discerning consumers.
● Su By Hand & Esse
These slow-fashion labels emphasise sustainability, craftsmanship, and eco-conscious materials, including natural dyes and premium Japanese denim.
Jewellery and Accessories: Homegrown Craftsmanship
● State Property & Simone Jewels
Independent jewellers like State Property and Simone Jewels ride on Singapore’s reputation as a bespoke-luxury hub—catering to sophisticated regional clientele.
● Choo Yilin
Celebrated for reviving jade jewellery with Peranakan motifs, Choo Yilin’s pieces carry cultural resonance and have been worn internationally by celebrities—though the brand has slowed operations since 2019.
International Luxury: Brands That Make Waves in Singapore
Louis Vuitton staged its Cruise 2025 show at The Singapore Edition, drawing local fashion luminaries including Fann Wong and Savina Chow . The event reinforced Singapore’s status as a luxury runway destination.
Cartier celebrated the 100th anniversary of its Trinity line here, signalling the city-state’s importance as a regional luxury destination .
Regional Competitors: Fast-Fashion Upstarts
Urban Revivo, headquartered in Singapore, is gaining traction as an Asian challenger to Zara. Located in Jewel Changi, its store draws attention for quality and street-style appeal, though experts view it as still chasing Zara’s market dominance .
Market Dynamics & Cultural Context
● Southeast Asia: Next Luxury Frontier
Luxury sales in Southeast Asia surpassed 70% growth in 2022, outstripping the US, Europe, and Japan. Singapore’s stability, affluent demographic, and tourism sector position it as a launchpad for brands targeting regional expansion.
● Sustainability and Green Luxury
Singapore’s 2023 certification as the world’s first sustainable tourism destination underscores the rise of eco-conscious consumerism. Local brands such as Su By Hand, Mathilde, and ANS.EIN elevate ethical production and environmental stewardship.
2025 Outlook: Innovation Meets Inclusivity
| Brand or Sector | Focus & Strategy |
| Charles & Keith | Digitisation, sustainability in leather and manufacturing |
| Love, Bonito | Market expansion (US, HK), profitability by 2025 |
| Ong Shunmugam | Cultural heritage, bespoke, inclusive design |
| Emerging boutiques | Versatility (Plop, r y e), art-inspired wear (ANS.EIN), sustainable slow fashion |
| Jewellery labels | Custom craftsmanship meets local wealth |
| Luxury brands | Local runway presence & customer experience |
| Fast fashion challengers | Regionally built with Asian market focus, competitive positioning |
In 2025, Singapore’s fashion ecosystem blends global and local, heritage and innovation, speed and thoughtfulness. From mass-market affordability to artisanal slow fashion, the city nurtures a full spectrum of creativity—and continues forging its identity as a Southeast Asian style capital.
Conclusion
Singapore’s fashion landscape in 2025 is a dynamic tapestry, shaped by digital innovation, cultural heritage, sustainability, and regional ambition. Whether through global brands staging local catwalks or homegrown talents weaving tradition into modernity, the city continues to redefine what fashion means in Asia and beyond.
If you’re keen to explore any specific brand in greater detail—whether it’s craftsmanship, sustainability practices, or market strategies—do let me know!
