In Singapore's retail landscape, a quiet but telling shift is underway: consumers are no longer content to simply purchase — they want to participate. From a radio presenter's debut footwear line named after female musicians, to modular planners and nostalgic jewelry with interchangeable charms, the season's offerings share a common philosophy — that identity is not fixed, and neither should the products that accompany it. These collaborations, arriving in September 2026, reflect a broader cultural appetite for self-expression dressed in the language of commerce.
Radio DJ Sonia Chew launches pop star-inspired footwear line with PrettyFit
Women juggle too many roles, and their shoes should keep pace.
Mark
Why does Sonia Chew's footwear line matter? She's a radio personality, not a designer.
Mimi
She's not claiming to be a designer—she's collaborating with PrettyFit, which already makes shoes. What matters is that she's using her platform and her lived experience to shape a product. She's on air and off air constantly, and that rhythm is real. The shoes are built around that.
Luke
But is the collection actually selling, or is this just a celebrity endorsement deal? The article doesn't say how many pairs have moved or what the reception has been.
Mimi
Fair point. We don't have sales figures. What we do have is the product itself—three shoes at specific price points, named after specific artists, with specific design details. That's concrete.
Mark
The customizable charm element on the Billie Sneakers—is that a big deal?
Mimi
It's a small thing, but it's the thread running through everything launching right now. The Paper Bunny lets you build your planner. By Invite Only lets you swap charms. Even the Shiseido pop-up is about choosing your own experience. Customization is the retail story of the moment.
Luke
Or it's just smart marketing. Modular products feel personal without actually requiring the brand to make anything different. You're still buying from the same inventory.
Mimi
True. But from the buyer's perspective, it doesn't feel like a mass product. That feeling matters.
Mark
What's the actual price range we're talking about here?
Mimi
Chew's shoes run $79.90 to $89.90. The Paper Bunny planner bundle starts at $69.90. The Polly Pocket necklace is $109. These aren't luxury prices, but they're not impulse buys either. They're positioned for people with disposable income who care about aesthetics.
Luke
And all of this is Singapore-focused retail. How much of this is actually about the products versus the fact that these are home-grown brands getting press?
Mimi
The Straits Times is covering local brands, yes. But the products themselves—the design choices, the price points, the customization options—those are real decisions someone made. The press is just reflecting what's actually happening in the market.
The Pulse
- Mediacorp's Sonia Chew steps beyond the microphone with a three-shoe capsule built around the idea that modern women shift roles constantly — and their footwear should too.
- Each shoe borrows its name from a female pop icon — Raye, Charli XCX, Billie Eilish — turning a product launch into a quiet statement about the women who inspire it.
- The Paper Bunny, The Shiseido Group, and By Invite Only are all converging on the same retail tension: shoppers want products that bend to them, not the other way around.
- Shiseido's eight-brand pop-up at Paragon transforms beauty retail into an experiential trail, with AI skin analysis, complimentary makeovers, and ticketed craft workshops running through September 27.
- By Invite Only's Polly Pocket jewelry collection weaponizes nostalgia — a locket that opens to reveal 'Original Homebody' signals that playfulness and personalization are this season's most serious retail strategies.
In Singapore's retail landscape, a quiet but telling shift is underway: consumers are no longer content to simply purchase — they want to participate. From a radio presenter's debut footwear line named after female musicians, to modular planners and nostalgic jewelry with interchangeable charms, the season's offerings share a common philosophy — that identity is not fixed, and neither should the products that accompany it. These collaborations, arriving in September 2026, reflect a broader cultural appetite for self-expression dressed in the language of commerce.
Sonia Chew, the 34-year-old 987FM presenter, has stepped into footwear with a debut capsule collection made in partnership with Singapore-based PrettyFit. Titled "On Air. Off Air. On Point," the three-shoe line is built around the reality that women navigate multiple roles daily — and their shoes should follow. Each piece is named after a female musician: the Raye Sandals ($79.90) offer an 8cm heel in dessert-inspired colorways; the Charli Flats ($83.90) bring Mary Jane styling with memory foam comfort; and the Billie Sneakers ($89.90) include customizable star, microphone, and headphone charms. The collection is available online and at PrettyFit stores across Singapore.
Chew's launch arrives within a broader retail moment defined by modularity and personalization. The Paper Bunny, celebrating twelve years in business, has unveiled a 2027 Planner that lets customers assemble their own — choosing cover colors, insert formats, and accessories, with monogramming available for $8 extra. The base bundle starts at $69.90.
Shiseido Group is bringing eight of its brands together for a pop-up at Paragon's Level 1 atrium from September 18 to 27. Titled "Where Beauty Comes To Light," the event offers complimentary express makeovers, AI-powered skin analysis measuring 16 parameters, and a seven-stop experiential trail rewarding visitors with limited-edition Japanese glass candy. Ticketed workshops run from $30 to $80.
Rounding out the season, By Invite Only has launched "Pocketful of Summer," a Polly Pocket-themed jewelry collection in 18K gold-plated and rhodium-plated eco-brass. The hero piece — a shell necklace at $109 — opens to reveal the words "Original Homebody." Interchangeable charms priced from $59 let wearers reconfigure their look at will. Together, these launches suggest that Singapore's retail moment belongs to products that don't just sell an identity, but invite the buyer to build one.
Sonia Chew, the 34-year-old presenter at 987FM, has entered the footwear business. Her debut collection, created with Singapore-based PrettyFit, launches under the name "On Air. Off Air. On Point"—a phrase that captures both her professional life and the constant shape-shifting her work demands. The three-shoe capsule is built around a single insight: women juggle too many roles, and their shoes should keep pace.
Each shoe in the collection borrows its name and spirit from a different female musician. The Raye Sandals, named for British singer-songwriter Raye, arrive with an 8-centimeter heel and a cushioned sole designed for dressier moments. They retail for $79.90 and come in three colorways—Blueberry Mochi, Lemon Chiffon, and Espresso Martini. The Mary Jane-style Charli Flats, inspired by Charli XCX, cost $83.90 and feature leather-and-satin criss-cross straps over a memory foam insole. Available in Mocha Tart, Cherry Pie, and Creme Brulee, they sit in the middle of the collection's versatility spectrum. Rounding out the range are the Billie Sneakers at $89.90, named after Billie Eilish. These come in Panna Cotta and Burnt Caramel, with contrasting laces and a customizable element: small silver charms shaped like stars, microphones, and headphones that buyers can attach to personalize their pair.
The collection reflects Chew's own approach to style—functional, distinctive, and built for movement. Comfort and versatility sit at the center of the design philosophy, with each shoe addressing a different moment in a woman's day. The shoes are available through prettyfit.com.sg and PrettyFit's physical locations across Singapore.
Chew's footwear venture arrives amid a broader wave of customizable consumer products hitting Singapore's retail landscape. The Paper Bunny, a home-grown stationery brand marking twelve years in business, has launched its 2027 Planner with a modular system that lets users build rather than simply buy. Customers select from five folio cover colors, choose from three insert formats, and layer on accessories like decorative charms, clips, and pocket notebooks. The base bundle starts at $69.90, with monogramming available for an additional $8. The brand operates physical stores at Takashimaya and VivoCity, alongside its online presence.
Meanwhile, the Shiseido Group is mounting an eight-brand beauty pop-up at Paragon's Level 1 atrium, running September 18 through 27. The event, titled "Where Beauty Comes To Light," brings together Shiseido, Cle de Peau Beaute, Nars, Drunk Elephant, Anessa, Elixir, Issey Miyake Parfums, and Narciso Rodriguez under one roof. The pop-up offers complimentary services: express 15-minute makeups at Nars, skincare consultations at Drunk Elephant, an AI-powered skin analysis at Elixir that measures 16 parameters, and a UV camera station at Anessa to check sunscreen coverage. Visitors can walk a seven-stop "Journey of Light" trail to collect limited-edition Japanese glass candy. Ticketed workshops, priced from $30 to $80, teach skills like creating customized eyeshadow or braiding personalized pouches.
By Invite Only, another Singapore label, has launched a Polly Pocket jewelry collection called "Pocketful of Summer." The tropical-themed range features six jewelry pieces and ten interchangeable charms in 18K gold-plated or rhodium-plated eco-brass. The standout is the Polly Pocket Shell Necklace at $109, which opens to reveal the phrase "Original Homebody." A matching bracelet, also $109, combines freshwater pearls, seashells, stars, and cubic zirconia. Individual charms run $59 to $69 and include palm trees, starbursts, reversible hearts, and seashells. Customers who spend at least $150 receive a complimentary Silver Polly Pocket Starla Huggies worth $59 while supplies last. The collection taps into nostalgia while offering the same modularity and personalization that defines the season's retail moment—the idea that a product should bend to the buyer's taste, not the other way around.
Notable Quotes
The collection is designed with comfort and versatility at its heart for women who constantly find themselves having to wear many hats in life.— Collection concept, as described in product materials
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