Picture Credit: Chew Soo Wei (@chewsoowei)

High-street fashion now has one more warrior to add to its stable here in Singapore: French male fast-fashion brand celio*, which has expanded its wings and set up its second Singapore outlet at the increasingly-gentrified Bugis+ mall. (For those still clutching on to their pearl necklaces, that is the former Iluma mall, FYI.) The fashion brand has opened 1004 other stores worldwide including in Spain and Italy and has sold a staggering 35 million pieces every year. Hosted by celebrity Chew Soo Wei, the opening party on August 1, 2012 saw models wearing celio*’s Summer 2012 collection which channels some of that effortless casual-cool we wish our boyfriends and boyfriends could pull off instead of those gnarly three-quarter pants and sorry excuse for a polo tee. They will be launching their Winter collection in end-August latest and we have a sneak peek of what to expect this Winter below.

celio* produces four collections per year. Under the Urban sub-label, the Citystart collection mixes the best of upbeat, urbanite style and high-tech fabrics while the Skybar collection channels smart-casual in clean silhouettes. Under the Relax sub-label, the Traveller collection is for the rough-and-tumble guy who wants the natural weekender look without looking scruffy while the Moove collection is more playful and “looser” in silhouette and texture.

celio*’s line features some really cool garb this Winter: take your pick from puffed anoraks with detachable hoods to cotton jackets with corduroy pants. Toughen it out with perforated toe-cap boots in broken-in tan and rich brown shades. Complete the look with slim-cut jeans and a canvas haversack and you are ready for the next hiking trip without looking dowdy in slacks. We particularly love the look with a sheepskin-collared cotton jacket: one of the best ways to look ready for the (office) winter cold without sweating due to the cotton jacket. A trip through their store at Level 1 shows breathable fabrics, so you do not have to worry about layering in a sweltering climate. Stop wearing band tees only and put some outwerwear on!

The slightly more posh celio* Club line reminds us of the carefree nature of Zara with the refined elegance of Ermenegildo Zegna. Blazers are cut conservatively, with three-button fronts and slim lapels. Silhouettes are kept slim but not skinny, lest looking like a druggie is your idea of going to a power lunch with a client. Some unexpected touches lend a bit of fun for a cocktail party in the evening or a funkier Friday in office; the puffed blazer may look scary to pull off but when worn with similar shades, the added detail amps up the outfit tastefully. If colour is your choice du jour, colour-block it with contrasting hues on the shirt and pants for a look people will never forget (for the good reasons, that is). While we love the laser-cut wool and cashmere coats, it is the merino wool sweater with side button detail that is a great winter staple but fits to our climate. Wear this as a pullover with a linen shirt for cooler nights or bring it along to protect yourself against those nasty below-20 degrees Celsius office/school winds.

With prices hovering on the $100 mark on average, celio* may not exactly be your choice when it comes to cheaper fast-fashion. However, with its materials and attention to boosting urbanwear beyond the typical shirt/cropped pants/Tod’s combo, celio* is a store you can bet your money on for a European spin on urbanwear (cobbled streets sold separately). While its opening party was not really the gawk-in fun fest parties like Uniqlo and H&M pulled off, its line is one of the most promising yet. Let’s hope the buyers and visual merchandisers don’t screw it up because we all know what happens when that occurs *coughcottononcough*.

celio* is located at #01-05, Bugis+. celio*’s Singapore franchise is owned by Jay Gee Enterprises.