Founded in 2009, Sabrinagoh grew from Sabrina Goh’s early fascination with fashion’s power to shape identity, sparked by icons like Alexander McQueen and honed through years of working with local labels. The brand is known for minimalist, architectural silhouettes that balance strength with softness, designed for real life. With an upcoming renovated flagship at Raffles City, plus a recent activation in Paris. Goh continues to design with intention.
How did you start your journey into fashion? What sparked your entry and what continues to drive your work today?
My journey began in secondary school, inspired by icons like Alexander McQueen. That admiration sparked a quiet curiosity—a desire to understand how garments shape identity and emotion. I went on to study fashion design, then spent four years working with local companies, immersing myself in the entire process from design to production. Design felt like a natural language to me, where feeling becomes form. I was drawn to architecture and minimalism, but also wanted to explore emotional depth within simplicity. We believe strength lives in silence.
What are the biggest challenges you’ve faced as a designer in Singapore and how have they shaped your creative direction?
One of the biggest challenges has been maintaining a conscious, sustainable approach while growing the business. As an independent label, every decision matters, from materials to production scale. Achieving B Corp certification was a major milestone that affirmed our commitment to fashion as a force for good. We’ve also had to adapt to shifts in retail and consumer behaviour. That has meant deepening our digital presence while creating physical spaces that invite connection, like our new store at Great World, and soon, our renovated flagship at Raffles City. Being part of an international activation in Paris this year has also reminded us how meaningful it is to represent Singapore’s voice globally.
How does Singapore—its culture, textures or rhythms—show up in your design language?
Living in Singapore means moving through a space where tradition and modernity are always in dialogue, and that naturally shapes our design approach. Our silhouettes are clean, adaptable and made for the pace of everyday life. We also express our cultural roots through collaborations, like our project with artist Ashley Yeo, or our work in the Singapore Stories initiative exploring themes like Kebaya Reimagined. Whether it’s traditional tailoring or modular layering, our work reflects the fluidity of Singapore’s identity—always grounded, but always evolving.
What does ‘home’ mean to you and how does that feeling manifest in your creative process?
Home feels like our own backyard: familiar, grounding and full of quiet promise. While we’ve always designed with a global perspective, we stay rooted in where we began. One moment that shaped this was during Singapore Fashion Week 2015, when I spoke with Diane von Furstenberg. She reminded me that while it’s easy to look outward, we must tend to our own backyard first. That shifted how I saw my role, as someone building something meaningful from within. Home continues to shape our creative process—guiding us to design with intention and for real life.
Where do you see homegrown fashion on the global stage and what makes it distinct in your eyes?
Singaporean fashion is still forming, but that’s what makes it exciting. It’s diverse, layered and subtly bold. We’re blending multicultural influence with urban pragmatism and slowly finding our collective voice. To me, design is also cultural storytelling. I hope our work contributes by offering a contemporary expression of Singaporean identity—one rooted in minimalism, function and nuance. If our designs can preserve tradition while moving it forward, and stay emotionally relevant beyond trends, that’s the legacy I hope to build.
If your design ethos or brand was a Singaporean dish, what would it be and why?
I’d say tau huay (soy beancurd). Much like our design philosophy, it’s minimalist at first glance—soft, clean and understated—but layered with quiet depth. It evokes comfort and nostalgia, yet remains timeless and adaptable. Tau huay doesn’t need bold flavours to leave a lasting impression. That, to me, mirrors the essence of Sabrinagoh: subtle, refined and resonant.
Vogue Singapore’s July/August ‘Home’ issue will be out on newsstands from 13 July and available to preorder online.
