Humans Of SG Fashion: Evon Chng On Content And Commerce
In this series of features from our August edition, 14 local industry insiders from across disciplines share their observations of and aspirations for style on this little red dot. Here, fashion director and founder of digital creative agency Beastcorp Evon Chng talks content’s place in the industry today.
Before founding the digital creative agency Beastcorp, Evon Chng was a fashion director and stylist with over 14 years of experience. That includes stints at various magazines, as well going at it independently on both editorial and commercial jobs.
Sensing the changes in the way people consume media, however, Chng made a gentle pivot towards digital content by formally founding Beastcorp in 2020. The idea, however, had been simmering in her mind since as early as 2016. Here, the fashion maven talks the place of content in the social media age, and how creativity can still thrive amid the commercial.
Fashion director and digital media agency founder Evon Chng
What's your take on Singapore’s fashion identity today?
“It’s evolving. Beyond The Vines is a good example because there’s a design element. They’re commercial, but it doesn’t mean they’re not designed.”
What's the first word that comes to mind when we mention Singapore fashion?
“Merlion – but only because I’m on a job that’s very local. I've realized the brands that get put up on the pedestal are wholesome brands. It’s always things like watercolours, being inspired by the landscape of Singapore or something like that.”
What's one defining memory of Singapore fashion for you?
“When Singapore had fashion weeks. When I was a teen, I wrote them so many emails and was desperate to volunteer and be part of it.”
Content creator Mae Tan modelling the Calvin Klein and Heron Preston collaboration in a project by Beastcorp.
Favourite Singapore fashion label?
“Klarra, it’s my friend’s brand and I bought some pieces from her new store at Marina Bay Sands. I might be able to find similar silhouettes at Zara, but the cut at Klarra is better for Asians.”
Is Singapore a fashion city?
“Not yet, but it can be.”
Why not?
“We’re too young and have no culture yet, so to speak. We’re not China or Japan with hundreds of years of history, we’re only 56 years old. I don’t think it’s a bad thing – it’s okay! We’re young and evolving.”
Complete this sentence: In future, I hope that in Singapore fashion…
“We’ll see more young designers.”
“No one likes to see a product being sold – that’s why content has become such a big deal when a fashion brand wants to reach out to consumers. My company, which was formally started last year, focuses on creating content that’s more editorial or lifestyle in nature… We work more like a magazine than an ad agency where 50 people need to weigh in on a decision: As long as my small team and I think that something looks good, we put it on the model."
Pictured: Creative strategist Belda Chung, Chng's partner and colleague at Beastcorp
"The approach is something I honed when I was working for fashion magazines here. That experience taught me to daydream – you put yourself in the shoes of others and create stories. These days, social media has so much power on how people dress and live because the data and ‘likes’ tracked indicate validation – notice how influencers all look the same and use the same furniture and backdrops in their photos. It becomes harder to create content that is different, but it’s still important to balance commercial viability with creativity.”
Pictured: Pedro's Fall/Winter 2021 campaign, styled by Chng
A version of this article first appeared in the August 2021 The Great SG Fashion Book edition of FEMALE