Fresh Faces: Jermine Chua
Singapore image maker on The Perfect Magazine and ‘Prey’
F&M’s Fresh Faces is a series featuring young Southeast Asian fashion practitioners, where we speak with them about how they embarked on their careers and what propels them as creatives.
Jermine Chua.
Jermine Chua is a Singapore image maker and art director, currently based in London. Her works exist across multiple mediums, such as photography and videography, and she is also accomplished in styling and branding.
I understand you are currently pursuing your degree in Fashion Communication and Promotion at Central Saint Martins in London, after graduating from LASALLE College of the Arts with a Diploma in Fashion Media. Could you talk about your background? And at what point did you decide to pursue a career in fashion?
There was no specific point in time where I decided to pursue fashion but I do remember clearly a particular time during my secondary education in Singapore. I took up accounting and other additional math courses which were popular choices among my peers. Even though I did not fare badly, I felt quite lost and confused in the process. It was a hard time for me then. It was when my GCSEs were nearing that I realised what I did not want to pursue, and what I did. That was when I decided to enrol in an arts school after my O-Levels, despite having no distinct creative background. It was my foundation year in an arts college that made me gravitate towards fashion.
How have you maintained your practice? What are the important factors that have kept you going?
In any industry, not only in a creative one, I believe it is a balance of ambition and talent. You have to work hard and believe in what you do. There is a lot of external and internal pressure to be seen, but I think at the end of the day you have to do what you believe in. People will notice, even if it takes time.
Image from ‘The Digital Stadium’, Chelsea FC X Three UK Campaign. Image courtesy of Jermine Chua.
Screencap of the film editorial for PERFECT Magazine X Tommy Hilfiger featuring designer Christopher De La Cruz, 2021. Image courtesy of Jermine Chua.
You recently posted onto your Instagram page the film that you directed for 'The Perfect Mentor with Tommy Hilfiger' on Perfect Magazine, featuring the fashion designer Christopher De La Cruz. Could you talk about the process of the project?
Christopher De La Cruz asked us, Dominik Slowik and I, to be on board from the Chelsea FC X Three UK Campaign project we worked on together. I was in charge of the film while Dominik was in charge of the photography. We had several meetings prior to the filming date, and all three of us were very involved in the creative process together. After all, it was us fulfilling Christopher’s story through our eyes and ears. We visited many locations around the area where Christopher lives, and he brought us around on a tour. We discussed the locations and the storyline, and we worked on casting together. Fashion is not a one-man show. This is important to know!
‘Last Ride: Lost Shadows of Spring’, 2021. Image courtesy of Jermine Chua.
Image from editorial campaign for ‘PHREAKISSUE001’, 2021. Image courtesy of Jermine Chua.
I see that you often make use of different mediums for your work like 3D modelling, photography and videography. Could you talk about how you expand your skills as a creative?
I used to specialise only in still imagery, but I came to realise that it was limiting for me. I want to tell stories in many forms, such as moving images, sound and touch. There are too many things to say that cannot be expressed through a singular medium. I believe nothing is impossible as long as you try hard enough. There are many skill-sharing platforms available now, and I have picked up new skills along the way to fulfil my stories and others’.
“There are too many things to say that cannot be expressed through a singular medium. I believe nothing is impossible as long as you try hard enough. There are many skill-sharing platforms available now, and I have picked up new skills along the way to fulfil my stories and others’.”
Image from ‘Prey’, 2020. Image courtesy of the photographer.
A photograph from your 2020 series ‘Prey’ was printed on a garment by the US-based brand Diva without your consent. How did you discover this, and what was your first response?
The model of the photograph, Heart, sent me a picture of the Instagram advertisement that featured the garment. It was obviously quite disheartening and what is even more upsetting is that there were many of my peers who encountered similar problems before. It is quite scary to say this but it was almost as if I was just waiting for my turn to come and it did.
How do you think creatives in fashion can tread the fine line between taking inspiration from and copying from sources?
If it does not tell a story that comes from yourself, then it is not yours. But I had a lecturer in my previous arts college who told me that sometimes in order to know yourself, you would have to learn by first imitating others.
Who has been an important influence in the fashion industry for you? And why?
There is not any specific person off the top of my head. But I would say the people around me are my constant inspiration and support. When I see others around me, it reminds me time after time why I am here doing what I do. My creative peers all embody a unique vision of their own that tells their stories and we all have our own truths to share.
What are your hopes for your local fashion scene, and in Southeast Asia as well?
In recent years, there is a noticeable increase in the support for the Singapore and Southeast Asian creative scene, such as in fashion and music. I do hope it continues to the point where there is a better balance of supply and demand. Going to any arts school is financially burdensome for many and I acknowledge the privilege I have, being able to be in London and in Central Saint Martins. There are many problems within the industry, especially on the financial side, that are different compared to other fields, such as the abundance of unpaid work. Being able to pursue an arts or creative career should not be limited to the people who can afford it.
See more of Jermine’s work on her Instagram here.