A new class of visionaries steps forward as the Vogue Singapore Talent Prize returns for its fifth year. Since its first run in 2020, the initiative has grown into a launchpad for creatives—a space for regional talent to develop ideas through mentorship while reflecting how young voices continue to shape the dialogue between fashion and culture today.
In addition, the winner will also receive a 1-year complimentary U30 membership at Mandala Club (valued at S$4,876+). A creative haven and members’ club for tastemakers across disciplines, Mandala Club lives by one guiding belief: “Surround yourself with great people in great environments and great things will happen.” Their U30 initiative is designed to foster connection, collaboration and opportunity for the next generation of Singapore’s changemakers.
This year’s edition, created in collaboration with Charles & Keith, revolved around the theme ‘What does home mean to you?’. The brief encouraged participants to look inward and translate their reflections into visual form. For Joleen Chew, that question became the starting point for her short film The Sisterhood of the Travelling Bag. The project follows two young designers navigating life after graduation, finding a sense of home in shared ambition and mutual care. “I wanted to explore womanhood and identity in a way that felt warm, personal and playful,” she says. “Home, to me, is tied to nostalgia—the comfort of looking back at the good old days.”
Chew approached the film with a strong cinematic sensibility, drawing from the early-2000s movies she grew up with. She combined documentary-style scenes with moments from her friends’ lives, giving the campaign a sense of warmth and authenticity. “The final visuals blended my planned storyboards with unscripted moments from their routines,” she explains. “That combination gave the campaign a raw, grounded energy that felt true to us.”
Her film resonated for its honesty and emotional depth—a reminder that art often begins in the spaces and relationships that feel most familiar. Below, Vogue Singapore speaks to Chew about her design journey, the process behind her film and how storytelling continues to guide her path forward.
To start, could you briefly introduce yourself and your creative background?
I am an active design practitioner and self-motivated artist, recently graduating with First Class Honours in BA (Hons) Fashion Media and Industries at Lasalle College of the Arts. By intertwining my personal interests in film, dance and art, I thrive in projects related to branding, digital marketing and retail design. With a fondness for intimacy and intricacy, I strive to create meaningful work that resonates emotionally and leaves a lasting impact.
What sparked your interest in design and visual storytelling?
Interestingly, my first spark came from watching early YouTubers during secondary school. Their vlogs, fashion hauls and outfit videos—simple yet filled with personality—showed me how creativity could live in the everyday. This inspired me to pursue fashion at Temasek Polytechnic, which laid the foundation for my passion and journey into design and visual storytelling.
Why did you choose your particular medium of expression and what draws you to it?
Although I experiment with a variety of mediums, I am most drawn to videography. I am captivated by how cinematography, moving visuals and intentional soundscapes can evoke powerful emotions in an audience. Film has been a lifelong love of mine and over the years I’ve sharpened my perspective by immersing myself in diverse genres. Some of the directors I admire most include Wes Anderson, Kogonada and Greta Gerwig, whose works continue to inspire how I approach my storytelling.
How did this year’s theme, ‘What does home mean to you?’, shape your campaign?
To me, home is tied to nostalgia—the comfort of looking back at the ‘good old days’. This perspective shaped my creative direction, where I drew inspiration from classic cinema and sought to capture that same sense of sentimentality. My campaign reflects the women building their present and future while holding onto the memories and bonds that ground them.
How did you approach developing your campaign, from the initial conceptualisation to the finished product?
Before beginning any project, I start by understanding the brand’s identity and voice. For this campaign, I wanted to ensure that my concept aligned with Charles & Keith’s values of women’s empowerment, connection and natural duality. Knowing I wanted to work with videography, I drew from my mental archive of films and found inspiration in the classic 2000s movie The Sisterhood of the Traveling Pants. This became the foundation for my short visual narrative following two designers navigating life after graduation, reflecting my current chapter in life. My creative direction naturally leans towards a warm, sentimental tone, with a documentary-style approach to storytelling. Despite the short production time frame, I collaborated with two self-employed friends who had just graduated alongside me. The final visuals blended my planned storyboards with moments from their lives and creative routines. That combination of structure and spontaneity brought an authentic and grounded quality to the campaign.
What are some of your favourite or most defining design projects to date?
One of my most memorable projects would be my final-year work at Lasalle, titled Remnants of the Ephemeral. It was an exhibition that materialised memories of my grandmother through a curation of found objects and documented conversations. The project combined many of my passions: cinematography, memory-keeping, fashion curation and intergenerational bonds. It was also deeply personal as I sought to reconnect with my grandmother and understand her beyond the role she plays in my life. I remember crying while transcribing her words for an interview, realising how much she endured growing up and regretting not being there more when she was battling cancer. The experience reminded me that storytelling preserves fleeting moments that would otherwise be forgotten.
What challenges did you encounter in your design practice and how did you overcome them?
One of my ongoing challenges has been developing confidence in myself as a creative. This became especially clear during my internships, when I often felt small and hesitant to voice out my ideas—aware that every decision directly impacts a brand. It was only at my most recent stint at Rye, where I could grow alongside colleagues who guided and affirmed me along the way. I was entrusted with small campaigns to lead on my own, which pushed me to trust my instincts and translate my vision into tangible outcomes. I’m still learning, but I’ve come to realise that leadership is about clarity and conviction. A team works best when they can trust a director who is confident in what they want to achieve—something I strive to embody more with every project.
What lessons have you taken away from your design journey so far?
First, every detail matters. Whether it’s an image on social media or a single line in a brand resource, nothing is insignificant. People can feel the care that goes into well-considered work and it’s that attention to detail that distinguishes a designer’s touch from many others. Second, communication is essential. Collaboration is at the heart of creative work and understanding how each person contributes allows the whole picture to come together seamlessly. For instance, while I focus mainly on marketing and creative direction, I work closely with photographers, stylists and set designers to ensure that our visions align. Respect and empathy within a team not only make the work stronger, but also foster lasting relationships built on mutual trust and understanding.
How do you view the local design landscape today and what would you like to see more of in the future?
The local design scene has evolved so much and is becoming more innovative. I remember when fashion felt dominated by blogshops and retail stopped at the storefront. Now, we’re seeing a wave of independent brands with distinctive identities and marketing has become more experiential and relational. Looking ahead, I’d love to see more community spaces dedicated to appreciating design and art. Platforms where creatives can collaborate, share ideas and learn from one another. Singapore’s creative talent is brimming with potential; I believe cultivating spaces of connection will continue to strengthen and empower the current and future generations of designers.
And finally, what’s next for you?
I’m excited to continue growing in the creative marketing and storytelling side of fashion. But before diving full time into the industry, I’m taking some time to explore personal passion projects where I can create freely without guidelines. Recently, I’ve been inspired by local creative markets like Artcade and Public Garden, and I would like to experiment with digital illustration and more hands-on crafts like clay-making and cross-stitching. But of course, videography still has my heart. I’m currently helping friends with their shoots and I hope to direct and produce more short films of my own soon.
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