Chanel and Celine top client I-Ping Soong on her love for fashion
The Singaporean fashionista is a big fan of Matthieu Blazy – both at Bottega Veneta and Chanel – and of Demna’s Balenciaga
The Singaporean lawyer, mother of two, off-duty fashionista and – as she continues to remind me – “amateur” social media user, is adamant that she is not a real “content creator”. Far from it, in fact, she says. It’s a testament to how under-the-radar she aims to be that she chose a totally random and unassuming handle, though, as she jokes, “If anyone can tell me how to monetise my Instagram account, that’d be great.”
Soong would certainly reject the label of “influencer”, too. Even so, her influence is undeniable in my book – far more impactful than the typical KOL promoting a gifted bag with a handful of hashtags. It’s also refreshingly grounded in reality, earned with honest commentary and backed with her own authentic purchases. And even through her more unpolished, unprofessional videos, her enthusiasm for fashion is clear. Being on the mere “periphery of fashion” through content creation, as she describes it, is a privilege in and of itself.
“The customer is really small and knowing a little bit more about the industry makes me realise how much more there is behind it,” she explains. “It’s not just the customer who walks into the boutique and sees the glossy facade. Behind it you have the buyer [up at] 3am compiling Excel files, the CRM [customer relationship manager] looking at data and staying in the office until 10pm. There’s so much we don’t see.”
Beyond her self-styling, what Soong really shows off on Instagram is a deep appreciation for fashion artistry and invaluable insights into how the industry works. The customer may just be one cog in the greater machine, but as the famous adage goes, they are always right – and Soong’s candid sharing of insider knowledge, from how sales assistants work to private fitting and try-on sessions of the season’s latest and hottest fashions, is a perspective all of us interested in luxury can benefit from. “I have an authentic voice because I know my own point of view,” she says frankly. “But can I, do I speak for other people?”
