updated 8 Dec 2011, 18:54
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Fri, Nov 04, 2011
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Japanese fashion fever
by Gwendolyn Ng

WHEN the very fashionable Jacinta Yeong, 30, moved to Singapore from Macau three months ago, she was thrilled to find cutesy Japanese fashion label Rosebullet in stores here.

Ms Yeong, who works here as an account manager at a telecommunications firm, said: "It's one of my favourite brands.

"I just love how the label has a sweet edge, compared to those of European brands that seem to target a more mature audience."

Like, she said, Rosebullet is fun, whimsical, and just plain girly. Over the years, the label has garnered an impressive international following, and has been making a name for itself in Singapore.

The brand was brought here in 2007 by Japanese fashion house Onward Kashiyama and, since then, boutique space in Isetan Scotts and Isetan Orchard has been devoted to the brand.

And in January, Rosebullet celebrated the opening of its first standalone store in tourist hotspot Marina Bay Sands.

Ms Julia Wong, sales and marketing executive at Onward Kashiyama Singapore, said of its decision to open at the Marina integrated resort: "Rosebullet has been well received in other Asian countries. It is recognisable among tourists."

Rosebullet was joined by Dip Drops last year, which can be found in 313@Somerset. Dip Drops carries relaxed, staple pieces with tops, bottoms and outerwear, basics that are feminine and casual.

Onward Kashiyama further expanded its portfolio recently, bringing in the popular International Concept Brand that is geared towards career women.

The three brands celebrated their first full fashion shows featuring their autumn/winter collections at Avalon last month.

The success of Japanese brands here is nothing new. From curry houses like CoCo Ichibanya to popular chain store Muji, Singaporeans clearly have a soft spot for all things Japanese.

Moreover, the success of Rosebullet and Dip Drops shows that there is a niche for sweet, girly fashion hailing from Japan. Before their debuts here, fans would drool over the girly pieces donned by models in popular Japanese fashion magazines like ViVi.

Women here were so eager to get their hands on the coveted pieces that some die-hard fans even flew to Japan to buy them.

While Singapore is gaining prominence as a fashion hub, Ms Wong pointed out that it is still dominated by European brands and lacking in Japanese fashion offerings.

She added that Onward Kashiyama is committed to "introducing the latest Japanese trends to the local fashion scene and providing consumers with more options other than conventional European fashion".

Can't get enough of Japanese fashion? Good news for fans here, Onward Kashiyama says there's more to come. Stay tuned.

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