Man On The Move

The ever-stylish Chris Chong takes us to his go-to boutiques and shares his ideas for new retail. Here, heê¼s photographed in pieces from his own wardrobe.

- Germaine Cheong

Nothing escapes Chris Chong’s notice. Not even a small banana USB key ring whose presence at the Fendi store in Ion Orchard is being dwarfed by the large bag it is hanging off from, amid the riot of colours, textures and motifs that compete for one’s attention incessantly.

Retail is about the details, says Capitaland Retail’s deputy managing director. “Retail has to be fun and interesting. Otherwise, you cannot get people to part with their money.”

The Italian house is one of his favourite shopping haunts, which might appear to be an interesting choice for the engineer by training. After all, its loud and playful designs seem out of place in a corporate high-flyer’s wardrobe. “Men in the corporate world are becoming more adventurous in their work attire. We have to recognise that times have changed. It’s about what’s appropriate and relevant,” says the 45-year-old, who, until May this year, was the chief executive of Orchard Turn Developments, which manages Ion Orchard.

Today, he’s paired a dark blue Dolce & Gabbana shirt with floral print and Calvin Klein jeans, with sneakers and a clutch from Fendi’s popular Monster Eyes collection. On one wrist lies a Bottega Veneta bangle and, on the other, a recently acquired Patek Philippe Nautilus 5711 in steel.

“The new rich are wearing sneakers and jeans. The staff in watch stores are feeling disconnected because they cannot relate. That’s why I’m always asking these luxury brands about their uniforms and the image they are projecting. I’ve even suggested to brand executives to change their staff uniforms. Otherwise, you’re not speaking the language of your new audience.”