What makes something worthy of our obsession, fixation and idolisation? This month, we answer that question with an August issue dedicated to the cult brands that have caught our fancy

L&rsquo;Officiel Singapore gets its game face on this August with Gucci&rsquo;s nu-body armour on our cover. The look, a blinged-up bodysuit and full-faced mask, broke the internet when Rihanna sported it at Coachella. The destroyed Gucci logo tank sports Spanish artist Coco Capit&aacute;n&rsquo;s pithy hand-scrawled declaration, &ldquo;Common sense is not that common&rdquo;, marries streetwear and street art.&nbsp;

This carry over from street to high fashion &ndash; recall the recent craze at the Louis Vuitton x Supreme drop &ndash; is the mainstreaming of once niche brands that were previously the domain of certain subcultures.

&nbsp;

Photography Jeff Chang Styling Evon Chng Hair and makeup Manisa Tan/Palette Inc using Keune and Urban Decay Photography assistant Alif Model Liza F / Mannequin

“Today, fashion tribes such as the Gucci kids and the Chloé gals identify themselves with a brand’s aesthetic or a designer’s ideology or manifesto particularly at fashion week,” – Grace Tay, Managing Editor

&ldquo;Today, fashion tribes such as the Gucci kids and the Chlo&eacute; gals identify themselves with a brand&rsquo;s aesthetic or a designer&rsquo;s ideology or manifesto particularly at fashion week,&rdquo; says Grace Tay, L&rsquo;Officiel Singapore&rsquo;s Managing Editor. &ldquo;And while consumers cherry-pick brands to identify with, fashion houses have to work harder to find new ways to align themselves with their target markets &ndash; millennials in particular.&rdquo;&nbsp;

In this issue, we explore how fashion is trying to tap into the Gen Y and Z psyche to woo them. We also speak with players on Singapore&rsquo;s retail scene about where the designer streetwear trend is headed.&nbsp;

Get smashing in this season's hard-edged and see-through garb. Photography: Micky Wong, styling: Allysha Nila 

Lights off, music on. Nocturnal animals, it's playtime! Photography: Mike Ruiz, styling: Kristine Kilty

Before first light...a tempest. Then a hush. Photography: Maria Eriksson 

August also marks the launch of L&rsquo;Officiel Singapore&rsquo;s annual Watch &amp; Jewellery booklet, which is a round-up of the most memorable bijouterie we&rsquo;ve seen this year. &quot;The thing about watchmaking that excites me the most is not so much the number of components in a mechanical movement or the number of diamonds set on a sleek platinum case. What I find most exciting are those unpredictable elements of surprise and surprised &ndash; in a good way &ndash; was I this crazy year,&quot; says Deputy Editor&nbsp;Kenny Loh.

Featured on the cover is Tiffany &amp; Co.&rsquo;s stunning new Metro timepiece, which is inspired by vintage baubles from the New York jeweller&rsquo;s archives.&nbsp;

Photography Joel Low Styling Evon Chng Hair Sean Ang / FAC3INC Makeup Melissa Yeo /&nbsp;FAC3INC Photography assistant Alfie Pan Model Marie Hallen / Mannequin

LOfficiel Singapore Aug 2017 watch jewellery.jpg

The August 2017 edition of L&#39;Officiel Singapore is now available on newsstands and on&nbsp;<a href="https://www.magzter.com/SG/HEART_MEDIA_PTE_LTD/L'OFFICIEL_Singapore/Fashion/" target="_blank">Magzter</a>. To subscribe, click&nbsp;<a href="https://www.lofficielsingapore.com/subscriptions" target="_blank">here</a>.

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