Following its remarkable Desert Takeover in Dubai in September and Paris Takeover in October, Buttonscarves is back with another global breakthrough with the opening of its first Singapore store at Jewel Changi Airport, marking a defining moment in the brand’s Southeast Asia expansion strategy.
Strategically positioned at Basement 1 (B1 – 256), the new Buttonscarves store enters this dynamic space not just as a retail space, but as part of an influential lifestyle hub connecting the brand’s modern, modest aesthetic with a global community of travelers, tastemakers, and fashion-forward audiences.
The store is envisioned as a destination for meaningful gifting, featuring the brand’s signature scarves and brooches in meticulously designed, gift-ready packaging. Among the highlights is a selection of exclusive Jacquard Voile scarves, exclusively available at the Jewel Changi Airport store. Each piece is thoughtfully crafted to embody elegance, quality, and cultural storytelling, offering travelers a limited collection and a refined piece of fashion they can’t find elsewhere.
On this occasion, Buttonscarves also introduces the Singapore 2 Series, a collaborative collection with the Singapore Tourism Board. Inspired by Singapore’s vibrant energy and cultural heritage, the series captures both modern elegance and local character, available in a total of 16 beautiful colors, including two exclusive colors available only at the Buttonscarves Store, Jewel Changi Airport.
As part of this launch, Buttonscarves also rebrands the beloved local culinary Uncle Chieng Ice Cream, blending global sophistication with a touch of Singapore’s street heritage, another signal of the brand’s commitment to meaningful localization.
