Celebrating Singapore’s aunties and uncles’ unique personal style

Emilee Geist

Our editorial team is dedicated to finding and telling you more about the products and deals we love. If you love them too and decide to purchase through the links below, we may receive a commission. Prices were correct at the time of publication. Welcome to the Local Heroes series, […]

Our editorial team is dedicated to finding and telling you more about the products and deals we love. If you love them too and decide to purchase through the links below, we may receive a commission. Prices were correct at the time of publication.

Welcome to the Local Heroes series, where we highlight inspiring stories by people in Singapore who are using their skills to do good.

SINGAPORE – How many of us will spare a second look at what the aunties wore when we walked past them at the market or sat across them at the hawker centre? 

The flowery, bright clothes and prints on prints outfits that are a common sighting caught Rachel Loh and Bella Bray’s attention, and the duo launched Grey is the New Black: Unseen Singapore. Yahoo Lifestyle SEA understands more from Loh and Bray about their book, the inspiration behind it, and the charity they are supporting with proceeds from the book.

“We wanted to celebrate style from a different perspective. I’ve always looked to the older generation for style inspiration. I loved that they seemed so unique and comfortable in their own personal style, uninterested in following trends,” says Bray, an Australian model, who came up with the idea of the book.

Grey is the New Black: Unseen Singapore is a book inspired by Singapore’s auntie fashion, aiming to bring seniors back from society’s unseen. 

Being the art director of the book, Loh shared that having lived in Singapore all her life, she was drawn to the perspective Bray had in being inspired by the aunties and uncles. “There are some things we would inevitably take for granted, and appreciating them was something I wasn’t used to.”

Inspired by the Fruits Mag series that captured Harajuku street style, the duo set out onto the streets without a fixed idea for how the book will be and took their inspiration as it came from the people they interacted with. “It happened really naturally, and we just knew what we wanted when we saw it.”

While #ootds are common for the youngsters, we could only imagine how surprised the seniors will be when approached by the pair for their stories and photos. 

Bella shared that there was hesitation and confusion when being approached initially, but the seniors were excited to be involved once they knew more about the project. “Some were reluctant or shy, but for the most part, the seniors were just thrilled and flattered! A lot of them were also very open to having a conversation with us even after we’d already taken their pictures,” Loh added. 

(PHOTO: Grey Is The New Black)

100% of the proceeds from the sale of their book will benefit Happy People Helping People (HPHP), a non-profit that helps the elderly in Singapore, in particular, the seniors who make ends meet by collecting and selling discarded cardboard.

“I wanted the book to be more than just a celebration. I wanted it to give back to the same age demographic of people we were celebrating, so it felt fitting to have HPHP as our beneficiary,” Bray shared. 

After speaking to HPHP’s founder and his team of volunteers, and hearing from the seniors directly on how the non-profit had helped them, the duo decided to donate the profits of their book to this charity. “While working on the book for two years, we’d seen many seniors who are invisible to the everyday Singaporean. It was crucial for us that the charity we would ultimately donate to had the same perspective and also wanted to help make the invisible seniors visible,” Bray added.

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