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A 101 On The Shifting Face Of The Singapore Fashion Influencer

As one industry professional puts it, it is vital to constantly deliver new ways to engage our community with more local relevance.

Coach’s KOL campaign this year includes six of the brand’s store associates and fashion influencer Mae Tan. Clockwise from left: Joanna Ong (@joan_naong), Muhammad Faizal(@mr_seetoh), Chin Wei Hao (@wh_weihao), Shafiq Najib (@a_f_y_q_jjang), Elena Lee (@eeleiinaa_), Mae Tan (@marxmae) and Yi Li Ong (@yili_554). Credit: Coach
Coach’s KOL campaign this year includes six of the brand’s store associates and fashion influencer Mae Tan. Clockwise from left: Joanna Ong (@joan_naong), Muhammad Faizal(@mr_seetoh), Chin Wei Hao (@wh_weihao), Shafiq Najib (@a_f_y_q_jjang), Elena Lee (@eeleiinaa_), Mae Tan (@marxmae) and Yi Li Ong (@yili_554). Credit: Coach

By Gordon Ng, 

This month, Coach has rolled out the second edition of its Key Opinion Leader (KOL) programme, an exclusive-to-Singapore initiative that sees six of its store associates turned into influencers who will star in a series of seasonal campaign photos to be showcased in the brand’s local boutiques. Campbell O’Shea – the South-east Asian and Oceanian general manager for Coach’s parent company Tapestry – tells us about redefining who gets to be a fashion tastemaker today.

Coach
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This campaign seems to speak to the way people relate to luxury brands today. Can you tell us about the impetus behind it?
“Coach’s focus on optimism, inclusivity and innovation is at the core of the KOL programme. We love putting a spotlight on the amazing talent that we have within our team while building their skills and confidence. We believe that true luxury ignites confidence and authenticity.”

Why is Singapore the right place for an initiative like this?
“We think it’s important to constantly deliver new ways to engage our community with more local relevance. Singapore is a fashion hub where authenticity and inclusivity are key consumer demands and the Coach KOL programme leans into being locally authentic and inclusive in everything we do.”

Coach
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This initiative debuted a year ago. What has the response from customers been like?
“Many of our customers thought it was refreshing to see familiar faces from Singapore representing the Coach Spring campaign. And of course, they were excited to find out more about the products the KOLs were carrying!”

And what has the response within the brand been like?
“The programme is embraced as a local initiative that gives our KOLs additional skills such as public speaking, styling and hosting live streams, to grow in their careers. It’s inspired everyone in the store team to build up their confidence and styling expertise. They also tap into the KOLs to connect more authentically with new and existing customers.”

Coach
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Mae Tan – whom many would consider the archetypal fashion KOL – is included in this year’s campaign. Can you tell us about that?
“Mae is a long-time friend of Coach and we’ve been partnering with her closely in various launches. As Singapore’s very own fashion and creative multi-hyphenate, she captures the energy, diversity and spirit of Coach.”

This article first appeared in the April 2022 Humans Of Fashion Edition of FEMALE

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