Buttonscarves makes landmark entry into SG with Jewel Changi Airport store, Vogue debut

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Indonesian luxury lifestyle and modest fashion brand Buttonscarves has opened its first physical store in Singapore, marking a significant milestone in its regional expansion. Located at Jewel Changi Airport, the launch signals the brand’s growing ambitions to become a global voice in the modern modest fashion movement.

The new store, strategically positioned at Basement 1 (B1-256), sits within one of the world’s most iconic retail and lifestyle destinations. Jewel Changi Airport is known not only for its architectural marvels such as the Rain Vortex, the world’s tallest indoor waterfall, but also for its curated selection of luxury brands, restaurants, and nature-inspired experiences. With over 80 million annual visitors, it provides Buttonscarves with unparalleled exposure to a diverse international audience.

Far from a conventional retail space, the store is designed as a destination for meaningful gifting, featuring the brand’s signature scarves and brooches in refined, gift-ready packaging. Among the highlights are exclusive Jacquard Voile scarves, available only at this location, each piece crafted to reflect elegance, quality, and cultural storytelling.

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“The opening of our first store in Singapore is a pivotal moment for us. As a regional hub with a truly global reach, Singapore allows us to connect with both local communities and international travellers, positioning Buttonscarves at the heart of Southeast Asia’s fashion landscape,” said Linda Anggrea, CEO of Buttonscarves.

The opening week also saw Buttonscarves make its debut on the international fashion stage, as the CEO was invited to speak at NEXT IN VOGUE by Vogue Singapore - a premier platform exploring the intersection of fashion, culture, and innovation.

“In the same week, being part of NEXT IN VOGUE is also a defining moment not only for me but also for the brand,” Anggrea said. “It reflects how modest fashion is no longer on the sidelines, but part of the conversation that shapes the industry’s next chapter. We hope this step opens more doors - for our brand, for our community, and for the future we want to build on a truly global stage.”

At the forum, Linda discussed the rise of modest fashion and its transformation from a niche segment into a powerful movement shaping today’s contemporary fashion landscape.

To commemorate the launch, Buttonscarves unveiled the Singapore 2 Series, a collaborative collection with the Singapore Tourism Board. Inspired by the city-state’s vibrancy and multicultural spirit, the collection features 16 colours, including two exclusive shades available only at the Jewel Changi store.

In a nod to local heritage, Buttonscarves also collaborated with Uncle Chieng Ice Cream, a well-loved local brand, to rebrand its traditional street dessert - merging global sophistication with Singaporean nostalgia.

Following its Desert Takeover in Dubai, Buttonscarves continued its global journey with the Paris Takeover on 6 October 2025, transforming a café overlooking the Eiffel Tower into a vivid showcase of its identity. Dressed in the brand’s signature Viva Magenta tones and monogram, the space embodied Buttonscarves’ blend of elegance, modernity, and community-driven creativity.

Through Rendezvous in Paris, Buttonscarves reaffirmed its ambition to bridge Asian markets with the world’s fashion capitals. Building on its earlier Eiffel Tower installation in 2023, the brand continues to highlight how modest fashion from Indonesia can be confident, connected, and globally relevant.

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