JOSHUA CHEUNG

38, FASHION & CREATIVE DIRECTOR @joshuacheung

Joshua’s foray into the fashion industry began in 2003 when the 17-year-old was a first year in Mass Communications at Ngee Ann Polytechnic. He reached out to Daniel Goh, fashion editor of the now-defunct Style magazine, to express his admiration for the latter’s work.

“I found out that my peer in school had an internship at Harper’s

Bazaar Singapore, so I thought I’d reach out to Daniel because Style was my favourite magazine at that time. I was lucky, because despite having no experience working in a magazine, he got me to assist him on a cover shoot,” he shares.

Afterwards, Joshua started his four-year internship with the publication. He felt he was given that opportunity because he had the grit to learn. “I’ve been fortunate to be surrounded by visionaries and mentors from a young age, including fashion photographers Chuando Tan and Frey Ow, who helped shape my career,” says Joshua.

While he had many serendipitous encounters that eventually led him to his career as a stylist, it was hard work that ultimately contributed to his success in the industry. Becoming a part of Untold by Atlas, the awarded retainer creative agency responsible for all of Ion Orchard’s key visual assets in 2010, following a successful pitch against four other agencies, marked a significant turning point in his career.

“Over the past 14 years, I’ve contributed to shaping their campaigns as a fashion stylist. Now, I am thrilled to step into a more substantial role as the creative mastermind behind them.

“Chuando once told me to always remain humble, no matter how successful one has become. This advice has stuck with me and helped me stay grounded till today,” he says.

What is a typical day in the life of a stylist?

No glitz, no glamour. Lots of sweat, and hard, laborious work.

Who in the styling scene inspires you?

I admire the work of French fashion editor Carine Roitfeld, British fashion stylist Karl Templer, and Ghanian-British editor and stylist Edward Enninful.

What do you find both challenging and rewarding?

Finding the balance between aesthetics, comfort, and the client’s needs and requirements can be challenging. However, I love the experience from the creative process to the end product, whether it’s a happy client or a memorable image.

When a client gets in touch with you, what are the steps involved for a personal styling service?

I’d request an in-person casual meet-up to establish chemistry, which is crucial for a successful working relationship. Over the years, I’ve helped many notable individuals across various industries with their personal style, often forging lasting friendships.

The client: DR GEORGIA LEE

How did you meet?

DR GEORGIA LEE (GL): I first met Joshua when I was doing an interview with a writer from Style magazine, where he was interning at the time. JOSHUA CHEUNG (JC): We met 20 years ago, but it was about two years later that Dr Lee was looking for a stylist with a fresh perspective, and reached out to my fashion editor Daniel Goh, who recommended me. I vividly remember her texting me to style her for a jewellery event, and that felt surreal. I was super nervous because I admired her sense of style.

Joshua on working with the doctor, and how their client-stylist relationship has evolved through the years.

How did your relationship evolve?

GL: At first, I noticed his acne-prone skin and wanted to help him. So in addition to our styling relationship, which happened organically later, I had a pre-existing client-patient relationship, which started from helping him treat his skin condition.

JC: Back in 2007, I had pretty bad acne.

Dr Lee was so kind and insisted I see her once a month at a minimal cost. This began when I started styling her and so, I am no stranger to her kindness. Since then, she has been a constant presence in my career and life, always expressing gratitude for my work, even though I feel, she takes care of me more. To me, she’s more than a client; she’s almost like family.

If something doesn’t work, is honesty really the best policy?

JC: Definitely! That said, it’s important to approach it thoughtfully, and time when to be honest. There’s an unspoken understanding between the two of us, which I think is special.

What’s the next step in Dr Lee’s style evolution?

GL: I am always game to try something new. I trust Joshua’s vision completely, and we both look out for current and cool fashion brands. I love that we get to create many memorable moments together, whenever we have the chance.

JC: Dr Lee already possesses a unique sense of style: She has a personal archive of influential designers such as Jean Paul Gaultier, Issey Miyake, and Etro. When we began working together, my goal was to elevate her style by introducing current designers, creating a look that’s different – a standout wherever she goes. Over time, Dr Lee has evolved into a discerning woman, making wiser fashion choices that reflect her personality, personal growth and maturity.