Why did you launch your diffusion line, OM? “I had begun thinking of a diffusion line four years ago, when I realised customers were interested in what I wore from Monday to Friday. Even when it was obvious that I wasn’t wearing Ong Shunmugam [her main line], the questions never ceased. For most women, there is a lot of anxiety about what to wear to work or how to present yourself in a professional capacity. OM gets that, but doesn’t suggest you take the easy way out – we believe you can be capable and fashionable and not be afraid to be both.

“The departure from using traditional Asian textiles or silhouettes can be traced back to one of the mantras I set when I launched Ong Shunmugam [in 2010] – that we would always treat our customer with respect and assume she was intelligent and thoughtful. I think it’s imperative to not fool our customers with a diffusion line that merely offers repetition from the main line but at a different price point.”

What design hallmarks of Ong Shunmugam can be found in OM? “Tasteful use of colour against [Asian] and brown skin. A keen understanding of the Asian woman’s build and propor­tions. And always a love for good fabric.”

What do women want out of their workwear? “The narrative of Ong Shunmugam is premised on these broad ideas about fashion – that it can communicate a visual story about definition and choices, that it doesn’t have to be about looking current or attractive by some arbitrary standard, and that fashion doesn’t have to be a mere footnote. It can be as much an exclamation point as it can a wordless introduction.

“We believe that Asian women, and Southeast Asian women in particular, deserve the right to express their thoughts, feelings, aspirations and achievements through their clothing. So what OM does differently is bring this daily challenge that women face into the spotlight, and it goes straight to the heart of the battle: the workplace.”

What is the biggest challenge you face in being the designer of an independently owned label? “Any form of independence comes with ample doses of risk and responsibility. Nine years into the game and it’s still a juggling stint for me, wearing many hats, taking the hits as well as the misses. It sounds silly but not having too much money really does help you stay efficient.”

What do you think of Singapore’s fashion scene? “Back in the day, when fashion was consumed very differently, customers were willing to pay for non-negotiables like quality, individuality and originality, and because of that, designers responded accordingly. I’m really thankful I grew up saving for and eventually owning pieces from brands like Project Shop Blood Brothers, Mphosis, Baylene, Song + Kelly and Alldressedup. These folk did wonderful work and were beacons for Singapore fashion. That they no longer exist speaks volumes. Perhaps Singaporeans now perceive value differently, spend differently and the standards that they once aspired to are now an afterthought because they have moved on to other ideals.

“The state of Singapore fashion – whether perceived as good or bad – will continue to be a reflection of the Singapore consumer. Every city only ever gets the fashion industry it deserves.”

What’s next for Ong Shunmugam? “We officially entered the Hong Kong market last April, something I had been pining to do for years. Women in Hong Kong embrace fashion in a way that makes them a dream to dress, so for any designer, it is a market you really want to enter and excel in.