Wykidd Song, 45

One of the first local designers to put Singapore fashion on the international
map, Song has since established a trademark style of quiet luxury.

Song & Kelly, the now-defunct label he launched 16 years back with Brit designer
Ann Kelly, was the first local label to be stocked at Harrods in London and Neiman
Marcus and Barneys in the United States.

The brand was acquired by local fashion empire Club 21 in 2000 but closed its doors in 2006 after co-designer Kelly returned to Britain.

Song now runs WK design studio, which crafts bespoke dresses. He has also
collaborated with local jewellery label Soo Kee on three collections since 2007.
His Blueprint offerings mark his menswear debut. Simply called Wykidd, the label will showcase a clean and minimalist aesthetic.

“It is fairly easy to find well-cut menswear these days, so I have also given my clothes more meticulous, handworked details so they stand out.”

What do you hope to achieve at Blueprint?

A business-to-business trade event is great because we have never had something like this.

The challenge is to buck the trend of international buyers going only to major fashion cities like New York, Milan and Paris to scout for new labels.

I am optimistic. Getting some orders for Wykidd would be nice of course, but
mainly I hope to introduce my menswear and hope people like it.

What can buyers and the public expect from Wykidd menswear?

It has been four years since the collaboration with Club 21 ended and
everyone has been asking what I will be doing next.

Embarking on a new collection really had to mean something and make a
difference in the market. Menswear is a growing market and there is a demand for something different.

There are over 20 looks in this collection, all based on the concept of light casting shadows.

The look is clean and simple, but there is a lot of handwork involved, like hand-lacing and other artisanal details.

Why is your dad your muse?

While my dad does not specifically inspire the aesthetics of the collection, he has
been a mentor to me and inspires me to succeed in my career.

He is still very sharp – when he has business advice or sees something
interesting in a magazine or on television, he will text me.

He always seems to have an answer for everything.

Song Moh Ngai, 81, retired from designing and engraving signboards

“This is the first time I am wearing Wykidd’s work. I used to be an avid photographer, so I'm very proud of his creative work,” he says.

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