SG60 Local Gems I: Our Favourite Homegrown Fashion Brands

SG60 is bringing out the best of Singapore, from exclusive deals to menus reimagining familiar flavours like chilli crab. It's also the perfect time to show some extra love to homegrown fashion brands that are making the "Designed in Singapore" label cooler than ever.

Whether you're after red & white outfits, timeless pieces you'll wear on repeat, or just a fresh new addition to your wardrobe, here are 10 local gems to know:

#1 ButterBee

Photo from ButterBee

Activewear that supports you when you work out and looks put together for post-gym plans? That's what ButterBee is all about. Known for premium tech fabrics and thoughtful silhouettes, the pieces are designed to move with you, look polished for any occasion, and feel incredible. No shorts that ride up or sports bras that lack support, just activewear that performs well. Plus, many are crafted from recycled materials, and both packaging and shipping are plastic-free.

Its star products include the Sculpted Ease Padded Polo Tank ($86), designed to take you from yoga class to coffee runs. The smooth ribbed performance fabric hugs the body while staying breathable and sweat-wicking. It also comes with a built-in padded shelf bra and a flattering cropped cut. Another highlight is the ultra-soft and stretchy Rise & Shine V-Neck Sports Bra ($77), made for lighter workouts like Pilates and barre, or just strolling with a matcha latte in hand. Even their innerwear is designed for maximum comfort and seamless living! For example, the Resilient Bra Pads ($13) maintain their shape and support after every wash, while the Invisible High-Rise Active Underpants ($18) disappear under workout tights and keep you feeling fresh with anti-bacterial and moisture-wicking features.

ButterBee rarely runs sales, so it’s particularly exciting that they’re having a National Day Flash Sale, offering storewide discounts from 25% to 40% off from 6 to 10 August. As a bonus for GirlStyle readers, you can enjoy an additional 5% off on top of the discounted prices by applying code GIRLSTYLESG60 at checkout. And if you’re shopping ButterBee after this sale period, you can also use this exclusive 18% off discount code GIRLSTYLE18, valid through the end of 2025.

Shop: butterbeeactive.com

#2 Mondays Made

Photo from Mondays Made

Mondays Made's demi-fine jewellery is versatile for everyday wear yet feels like special occasion pieces, that's their charm! What began as a brand with a niche but loyal following in 2024 has now grown into a cult-favourite. After making its brick-and-mortar debut at The Centrepoint, Mondays Made has opened its Flagship Store at VivoCity. Here, you'll find the full range of vermeil jewellery, natural gemstones and moissanite in a serene, nature-inspired space.

Among them is the new Poised to Rise Collection ($65 - $129), inspired by Singapore's national flower. Each necklace, bracelet, ring and earring features a hand-carved orchid crafted by layering a vibrant amethyst and translucent white jade. This creates a dreamy ombré effect that looks multi-dimensional from a distance and ethereal up close. Finishing off the bloom with a touch of glam is a sparkly moissanite at its centre. The pieces come in two colours, Purple and Blue, and three finishes: Gold, Rose Gold, and Silver.

Shop: mondaysmade.com

#3 J&Co Jewellery

Photo from J&Co Jewellery

Like your bling dainty and understated? J&Co Jewellery is where you can build your collection. Their delicate and durable creations are crafted from 14k solid gold, diamonds, sterling silver and gold-filled materials. With a clean, minimalist aesthetic, they're perfect for mixing with statement pieces or wearing on their own for an elegant look.

The latest launch, The Océan Collection, brings a little mermaid-worthy whimsy into the mix. It has 11 flatback earring designs featuring pretty motifs like a golden turtle resting on a shell, a starfish with a tiny diamond, and malachite studs with ocean-inspired swirls. The collection also includes several exquisite pearl designs. Each earring is sold individually, so you can curate your own ear stack for a look that reflects your vibe for the day.

Shop: jcojewellery.com

#4 By Invite Only

Photo from By Invite Only

By Invite Only has long championed intricate, wearable jewellery that tell a story, with sustainability at the heart of its designs. The pieces are crafted to transition effortlessly from different occasions throughout the day and week.

Launching soon on 8 August, The Tutu Collection takes inspiration from the nostalgic steamed snack, tutu kueh. It includes a necklace, bracelet and earrings, each featuring a charm shaped like the old-school treat. The charms look realistic enough to tempt a bite, yet undeniably elevated with opalescent mother-of-pearl and freshwater pearl accents. They come in three finishes: gold, 925 silver, and rose gold.

P.S.: The first 60 diners who indulge in an afternoon tea at Madison's at Pullman Singapore Hill Street will receive a piece from The Tutu Collection!

Shop: byinviteonly.shop

#5 The Sophia Label

Photo from The Sophia Label

The Sophia Label's motto, Strength in Simplicity, sums up its bags and accessories neatly. Versatile and carefully crafted, each piece is intentionally design to make life easier. Expect clever details like discreet pockets to slip your phone into, hidden zippers for a seamless look and easy access to small items, and MAGIC LEATHER™ that's virtually indestructible, i.e. resistant to scratches, spills and even ink.

To celebrate its 10th birthday, the brand has unveiled a special 10th Anniversary Collection featuring seven new designs launching from August to October 2025, with more to come in 2026.

The first release, launching on 8 August, is the Signature Pocket Micro Bag ($28). Made with premium nylon, this deceptively tiny little bag is actually pretty roomy inside. It comfortably fits an iPhone 16 Pro Max plus other essentials like lip glosses and earphones. It can be worn cross body or over the shoulder with the adjustable rope-style strap, or carried by hand. The main handle also detaches so you can hang it on your larger bags as a literal bag charm! Adding some novelty to the shopping experience, it comes as a "blind box", giving you the thrill of unboxing a mystery colour: Daffodil, Ballet Pink, Truffle, Misty Blue, or Storm.

Shop: thesophialabel.com

#6 PAZZION

Photo from PAZZION

In celebration of SG60, an unlikely yet perfectly complementary duo - PAZZION and Killiney Kopitiam - have come together to created a limited-edition collection that'll make you crave a local breakfast.

Titled 'Merging Legacy and Style', it includes t-shirts, shoes, caps, tote bags and keychains. A standout is the adorable Toast Set Everyday Tee ($49) that has delicious-looking illustrations of the iconic trio - kaya toast, soft boiled eggs, and kopi. The tee's front has a kopi cup design and Singlish mantra "Swee la, let's go lim kopi, kopi siew dai."

Another favourite is the Cheryl Charm Mary Janes ($96). This classic everyday shoe has a vintage-inspired silhouette, a dainty elastic strap, and cute charms that you can add to your shoes, wearing them on rotation or all at once. There's also a Mini version ($76) for kids so you can get a match-y look with your mini-me.

From 5 to 10 August, PAZZION members can enjoy tiered rewards across all membership levels: Silver: 6% off with a minimum spend of $100 | Gold: 6 + 6% off with a minimum spend of $100 | Platinum: 6 + 9% off with a minimum spend of $100.

Shop: pazzion.com

#7 Beyond The Vines

Photo from Beyond The Vines

Two words instantly spring to mind when it comes to this cult brand - the Dumping Bag! Much like this TikTok-viral favourite, Beyond The Vine's entire line of apparel, lifestyle goods, and accessories have a playful-meets-minimalist aesthetic anchored in practicality.

To mark its 10th anniversary, they've teamed up with heritage textile house, Liberty London, to create a special collection using Liberty Fabric. This collaboration blends functional design with quintessentially British florals, brought to life across the best-selling Crunch Carryall Series (from $109) and accessories.

Inject some cottagecore vibes to your office routine with the Laptop Sleeve ($69), thoughtfully designed with padded interiors and compartments, or the insulated Lunch Bag ($49) with an adjustable strap. For bag charm lovers, there's the Heart Pouch & Round Pouch ($49) with a shiny PVC finish for adding a pop of femininity or doubling up on florals.

Shop: beyondthevines.com

#8 The Paper Bunny

Photo from The Paper Bunny

Beloved for its stationery-turned-lifestyle aesthetic, The Paper Bunny has evolved into a go-to for aesthetically pleasing fashion and everyday essentials. The brand has just opened its second retail store at VivoCity.

Designed in collaboration with design studio Parable, this part-atelier, part-apartment concept store lets shoppers explore the range of items in a cosy yet upscale environment. And good news for those who didn't manage to snag crowd-favourites like the Arc and Puffer series: the sold-out core colourways are back in store at this outlet.

To mark the occasion, shoppers will receive a Nano Arc Charm with a minimum spend of $120. Club TPB members will also earn double reward points on all purchases throughout August.

Shop: thepaperbunny.com

#9 Love, Bonito

Photo from Love, Bonito

A mainstay in every Singaporean office lady's wardrobe (and for good reason), Love, Bonito is loved for versatile and timeless clothing that can make you look and feel sharp from work meetings to dinner dates.

Clothes are intentionally nipped and tucked with real women and their very real problems in mind. Some pieces come with a padded bust for hassle-free mornings, while others have bloat-friendly silhouettes ideal for a buffet feast or that time of the month. Dresses come with pockets, select fabrics are crease-free so busy girlies can skip ironing, and fits are made to flatter by highlighting curves and skimming past bumps and lumps.

For National Day, Love, Bonito is having a SG60 Wear Our Colours campaign where shoppers can get $6 off for every $60 spent in a single receipt on selected pieces from now till 9 August.

Shop: lovebonito.com

#10 KLARRA

Photo from KLARRA

KLARRA offers modern takes on classic silhouettes, with pieces designed to accompany life's evolving rhythms. Recently, the brand unveiled a refreshed flagship at Raffles City: a 200-square-metre haven blending fashion, lifestyle, and café culture.

Inside, shoppers can explore curated collections in a serene, polished space; enjoy artisanal coffee; and browse lifestyle edits that make the store feel more like a retreat than a retail stop.

Shop: klarra.com

Stay tuned for more SG60 instalments where we'll share our top picks of local snacks, experiences, and beauty & wellness finds!