LIKE a little puzzle box, Ion Orchard keeps unveiling itself.

Bit by bit, stores housed within this new Orchard Road landmark have started operation.

Last week, Uniqlo finally opened its doors and threw a party to welcome fashion insiders to browse around.

The buzz was certainly muted, considering the impact that the first outlet at Tampines 1 made.

But everyone who had the afternoon free turned up anyway.

Prowling the store as a pack were fashion stylists Jumius Wong, Verna Tan, Junior Lim and Kovit Ang.

Jumius thinks the merchandise is 'affordable and trendy' but wishes it wasn't so limited.

'The shops in Hong Kong and Japan have a bigger range. And there are very limited designer tees here,' he said.

Still, all was not lost, judging from how enthusiastically people were shoving things into their baskets.

Make-up artist to the stars Clarence Lee was seen in a corner - forgoing the changing room - trying on tops.

He ended up with a small handful.

Fashion designer Nic Wong was roaming the store, picking up basics.

So why does he like the clothes?

He said: 'It's casual, simple and comfortable.'

Much-photographed society staple Sulian Tan-Wijaya was fashionably accessorised. She turned up with her 14-year-old son Andre.

The SJI International School student was a spitting image of his fashionista mother.

And she was clearly enamoured with him.

She asked: 'Do you think he's handsome?'

I replied I do. And she said, with a laugh: 'I thought I was the only one who did!'

Andre is apparently not the only stunner in the family.

Sulian confided: 'Wait till you see my daughter!'

But it would seem that he has inherited her shopping genes too, because he was spotted with a basketful of clothes.

But not everyone was impressed.

A person deep inside the fashion industry sniffed: 'Isn't it all the same? Where is the fashion?'

Still, he too had clothes in his basket.

Sometimes it is just more fashionable to be disdainful.

OVERHEARD

'I'm just here for the food!'
- A fashion insider's reply when asked if he was there to see the store. Not surprisingly, this insider asked for anonymity.

This article was first published in The New Paper.