Godfather of S'pore fashion is a showstopper

FASHION VETERAN: Boey recommends shoppers to aim to score both mid-range and high-end brands at any sale.


    Jun 14, 2013

    Godfather of S'pore fashion is a showstopper


    Fashion director

    POP quiz: Who has Daniel Boey styled in the past?

    If you answered with the names Tyra Banks, Adam Lambert, Denise Keller and Jodie Kidd, you're right.

    Bonus question: Which big designer names has Boey, as a fashion-show producer, worked for?

    Better to ask, who hasn't he worked for, because the list of who he has been involved with is long. He can count Christian Dior, Louis Vuitton, Jean Paul Gaultier and Vera Wang as former clients.

    Now, here's a question for the man himself: Who is your style icon?

    We asked him this in a recent interview, and he replied swiftly: "The late King Edward VIII (Duke of Windsor)."

    If that sounds absurd, Boey said that when it comes to fashion, anything goes. And he uses that mantra when it comes to the Great Singapore Sale (GSS).

    To him, there are no hard and fast rules when it comes to shopping during the GSS. At any sale, aim to score both mid-range and high-end brands, he said.

    Pointing to the stylish shoes he was wearing, he said: "I got these Vivienne Westwood shoes in Milan during a private fashion event last November.

    "They were from this year's Spring/Summer men's collection and I got them even before the shoes retailed in stores worldwide. It was at a special price of $320, down from $390. I snapped them up."

    This GSS, you might find yourself rubbing shoulders with Boey at Robinsons. It's one of the best places to shop during the GSS, he said.

    "One of my guilty pleasures is buying bed linen," he admitted.

    "I change my bedding once every year during the GSS to take advantage of the great discounts, especially at Robinsons. They stock the finest bed linen in Singapore."

    Boey capitalises on the sale to suss out great labels and try out new brands.

    "JBB (Jirawat Bote Benchakarn), a Thai label, is one of my current obsessions. It is a ready-to-wear line with Saville Row-style bespoke tailoring - perfect for the Asian frame. It is available at the multi-label store, coda.co, at Scotts Square," he said.

    And he recommends shoppers to mark Wednesday on their calendars. That's when i.t, the new multi-label store from Hong Kong, will open at Wisma Atria.

    "With the launch of i.t, consumers can expect more stylish and affordable options in Singapore," said Boey, who is helping with the launch.