Formerly based in Osaka where he worked as a research engineer, Tan Eng Chong returned home to Singapore in 2008 to start the local offshoot of the Japanese hair salon chain Less Is More, or LIM (it includes the outlets Kizuki+LIM on Seah Street, Toki+LIM at Raffles Hotel and 1tto+LIM on New Bridge Road).
In recent years, its hip customer base has steadily grown to include more – and more experimental – young creatives documented on the Instagram accounts of its equally stylish staff.
Hairstylist and director of the Less Is More hair salon chain, Tan Eng Chong
The Less Is More chain of salons seems to have become the go-to place for folks in the creative scene. Why do you think this is the case?
“There wasn’t a definitive style in Singapore in the late ’00s when we first started business. At that time, most of the youths here wore what fast-fashion companies were churning out, save for the few who could afford Japanese or European designer labels. With the pervasiveness of normcore though, more and more of them are scouring thrift stores or finding pre-loved pieces that allow them to be more individualistic…
Snapshots of cuts done by Less Is More hairstylists
Instead of heading into just any salon asking to recreate looks from catalogues, they are increasingly seeking out specific salons or hairstylists with similar philosophies as them. You can regularly see both our stylists and customers shopping in the same places or dining at the same eatery. I like to call this a good kind of cultural tribalism – one that signifies a more confident and self-expressive culture.”
What’s your take on Singapore’s fashion identity today?
“When I look at new fashion powerhouse like Seoul, they have hugely successful soft power in the form of things like K-pop and K-drama influencing the consciousness of everyday people on what constitutes their identity. And until Singapore comes up with something similar of her own, it will not be easy to find our own identity when we are constantly emulating others.”
Snapshots of cuts done by Less Is More hairstylists
What excites you about Singapore’s fashion scene today?
“Broadly speaking there are two fashion archetypes: trend consumers and anti-fashionistas (individuals who typically abhor mainstream trends and prefer to support independent labels). The emergence of the latter signifies a more confident and self-expressive culture which is not afraid to show their individuality. This group tends to resist the dominant fashion culture and is likely more open to shop for local designs, which bode well for Singapore’s own scene.”
Snapshots of cuts done by Less Is More hairstylists
What qualities does a “true” fashion city have?
“In my mind, Japan is the only ‘true’ fashion city in the deepest sense of the word. Even in smaller Japanese cities, you find stores that stocks obscure local or international brands; (to me) that indicates how deeply entrenched fashion is with their way of life and I believe it all stems from their fundamental appreciation of design.”
A design by Singapore label Fassbender & Mellon Collie, shot for FEMALE‘s August 2021 issue
What are some of your favourite Singapore fashion labels?
“In menswear, Fassbender & Mellon Collie and Veblen Supplies are two local fashion labels which I have shopped recently. Ethan (founder of Fassbender & Mellon Collie) custom-dyed a pair of pre-loved jeans for, while I got a T-shirt from Veblen Supplies.”
Any plans for the future?
“With the pandemic, everything is put on hold. It’s like being stuck in a vacuum. But when some form of normalcy returns, I would like to explore starting something in Vietnam.”
