NDP celebrations headed to heartlands on Aug 10 with mobile column, fireworks and festivities, Singapore News
The NDP 2025 Heartland Celebrations will happen simultaneously at five community sites and are expected to draw some 170,000 residents, said members from the NDP 2025 Executive Committee (Exco) and People's Association (PA) at a media event on Tuesday (July 8).
Organised as a joint collaboration involving grassroots organisations and partners like SportSG, the celebrations will feature district-specific themes, fireworks, and drone shows, including crowd favourites like the mobile column and the Fighter Island Flypast.
"From immersive installations and community art projects to family-friendly activities and electrifying performances, there's something for everyone – young and old," said Pow Choon Ghee, co-chairman of the NDP 2025 Heartland Celebrations Committee and PA Group Director (Grassroots).
The NDP 2025 Mobile Column will be making its awaited return to the heartlands in celebration of SG60 come Aug 10, following a five-year hiatus since its last appearance in 2020.
According to Lieutenant-Colonel (LTC) Chek Wei Lun, chairman of the NDP 2025 Mobile Column to Heartlands Committee, the entourage will include 60 vehicles from the Singapore Armed Forces and Home Team.
The mobile column will make its way through the heartland sites along five routes, making pit stops at designated areas for the public to view them up close.
LTC Chek also said that members of the public will be able to engage with crew members manning the assets and learn more about their experiences at the designated pit stops.
Those eager to get a glimpse of the mobile column will also be able to track its live location via the NDP website, said LTC Chek.
Singaporeans can also look forward to the Fighter Island Flypast, which will feature four F-16 fighter jets flying in a diamond formation between 6pm and 6.30pm.
Seven members of the Red Lions will also be making their signature display jump at Bishan for the celebrations at Central Singapore, according to Colonel (Col) David Kwek, co-chairman of the NDP 2025 Heartland Celebrations Committee.
"In addition to expanding this year's NDP from the Padang to the Marina Bay area as a seamless canvas, it is our hope that we can bring the spirit of National Day to as many Singaporeans as possible, into their homes and neighbourhoods," said Col Kwek. Unique community experiences at each region
Residents in the five heartland sites can look forward to unique community experiences, with each region championing a different theme and exciting activities to celebrate Singapore's 60th year of independence.
An example are the celebrations in Central Singapore, themed Nurturing Communities, Shaping Tomorrow, which reflect the region's ongoing commitment to strengthening community engagement.
The event will happen from 4pm to 9pm on Aug 10 at the open field beside Bishan Junction 8 and is expected to have a crowd of 40,000.
A key highlight of the event is ConnectSG: The People's Puzzle, an interactive art installation "celebrating connection, unity, and community spirit" by involving 600 Singaporeans.
60 Stories, One Heart is another feature incorporating audio and visual displays that share the stories of 60 Singaporeans across generations — coming together to represent the one heart that shapes Singapore.
Mohammed Salihan Bin Wahid, a community volunteer and one of the profiles for 60 Stories, One Heart, shared about his recent project of engaging the community to turn pillars of Jalan Kayu into vibrant artworks.
"Our void decks tend to look a bit bland, and I just want to make it look a bit more vibrant to both the younger generation and also the older," he told AsiaOne.
He also said that the SG60 milestone should be a "breathing point" for Singaporeans to stop and appreciate the progress Singapore has made over the past six decades. Tickets available from July 8
Free tickets to NDP 2025 Heartland Celebrations will be made available to the public based on a first-come, first-served basis starting July 8.
Members of the public can collect their tickets from the nearest Community Club (CC) in their district, with a maximum of two tickets per person.
Each ticket will grant the holder access to the respective Heartland Celebration site in their district and a complimentary NDP pack.
More details, including the list of CCs where tickets can be collected, can be found on the NDP website (www.ndp.gov.sg).
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dana.leong@asiaone.com
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Straits Times
a day ago
- Straits Times
Pioneer batch of Singapore teens chase K-pop dreams at local training academy SM Universe
Sign up now: Get ST's newsletters delivered to your inbox Qti Tan (in white cropped top) on the first day of the K-pop intermediate programme held by SM Universe (Singapore). SINGAPORE – The road to being a K-pop star is extremely challenging, and even after years of rigorous training, one may not even make it past an audition. Yet, it is not stopping some Singaporean teens from pursuing their K-pop dreams, one baby step at a time. Qti Tan, 17, and Cherise Sim, 13, were among the pioneer batch of 15 students aged 11 to 19 who underwent an intensive five-day K-pop intermediate training programme conducted by K-pop training academy SM Universe (Singapore). It was held at youth space *Scape in Orchard Road from June 16 to 20. The youth took dance, vocal, recording and modelling lessons from 9am to 5pm, and were put through the wringer like a real K-pop trainee. SM Universe specialises in K-pop training programmes. It is a subsidiary of SM Entertainment, one of the 'Big Four' K-pop agencies alongside Hybe, YG Entertainment and JYP Entertainment. The *Scape campus opened its doors in June and is the only SM Universe training academy in South-east Asia. All the trainers involved in the Singapore curriculum are South Korean industry experts who are part of the teaching pool in the main SM Universe campus. Qti, who taught herself K-pop choreography from YouTube videos, has always loved dancing and performing. Top stories Swipe. Select. Stay informed. 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Learning from industry experts 'I also want to experience what it is like to train in a professional environment,' adds Qti, who is a fan of Blackpink. The fashion management and design student at Temasek Polytechnic says her introduction to the music genre was from watching the K-pop girl group's How You Like That music video in 2020 when she was in primary school. 'I was immediately drawn to their powerful energy and style, and since then, I have been exploring K-pop music, performances and idols.' The training was 'an eye-opening experience', and though it was tiring and challenging, Qti says she enjoyed every minute of it. Qti Tan (in white cropped top), who taught herself K-pop choreography from YouTube videos, has always loved dancing and performing. ST PHOTO: TARYN NG Students learnt to sing and dance to girl group Aespa's hit single Spicy (2023), and recorded a video performance at the end of the week. Aespa, a quartet formed by SM Entertainment, made their debut in 2020. Part of the syllabus includes a mock K-pop trainee audition, where students apply what they have learnt. They are then given feedback from their trainers and SM Universe's faculty members, who are K-pop industry veterans, like in a real audition. 'Some critiques are painful to hear, but they push me to improve,' Qti says. She auditioned for several K-pop companies – including YG, the label behind Blackpink – in 2022 and 2023. In 2024, she attended two auditions: with Cube Entertainment, which manages girl group I-dle; and Pledis Entertainment, the agency of boy band Seventeen. All the South Korean trainers involved in the Singapore curriculum are industry experts who are part of the teaching pool in the main Seoul campus. ST PHOTO: TARYN NG After completing the intermediate programme, students can continue the curriculum for another week in the advanced training programme for the same price, which Cherise did. While Qti could not carry on due to school commitments, she plans to sign up when time permits. Juggling schoolwork and K-pop training Cherise started jazz dance at four years old and switched to Latin dance at seven, and has participated in numerous regional dancesport competitions where she was placed. Though the National Junior College Integrated Programme student discovered K-pop only in 2023, the fan of I-dle, Babymonster, IVE and Aespa has already decided that K-pop is the path for her. Cherise Sim continued with the advanced training programme after completing her intermediate lessons. ST PHOTO: JAMIE KOH Prior to her lessons at SM Universe (Singapore), Cherise attended several private vocal and dance classes in Seoul in October 2024 after finishing her PSLE. She auditioned for The Black Label when the South Korean agency – which is behind popular artistes like Blackpink's Rose and BigBang's Taeyang – held the Singapore leg of its global try-outs in May. Cherise recalls the experience as nerve-racking but valuable, and says it further spurred her interest in K-pop. 'Over the two weeks, I gained a clearer understanding of how the K-pop industry works behind the scenes and what idols go through on a day-to-day basis,' she says. The Secondary 1 student admits juggling schoolwork, her dance co-curricular activity and K-pop training can be tiring, but is still manageable. She plans to continue her training, be it after school hours or during the school holidays, depending on the programme schedules at SM Universe (Singapore). If there is an opportunity, she also hopes to take up K-pop classes in Seoul. She is also brushing up on her Korean to understand and communicate better during training and auditions. 'I know some basic words and phrases. I'm not fluent, but I can read Hangul (the Korean alphabet).' Cherise's mother Kelly Ong, an entrepreneur in her 40s, encourages her only child to pursue her ambitions. 'People have questioned us on why we indulge in her K-pop dream, as this is an unconventional path for Singaporeans,' says Ms Ong. Cherise Sim and her mother, Ms Kelly Ong. The family is very supportive of Cherise's K-pop dreams. ST PHOTO: JAMIE KOH 'But we believe in Cherise and we will do everything we can to help her.' Adds the doting mum: 'She has made sacrifices. We know it is not easy on her, but she is incredibly disciplined and understands the importance of striking a balance between her passion and academics.' The family has also considered letting Cherise relocate to Seoul to undergo full-time K-pop training if the opportunity arises. Though Ms Ong acknowledges that the chances of debuting are slim, she believes Cherise 'has a real shot through hard work, persistence and a bit of luck'. Training in the K-pop capital A Singaporean teenager who has taken one step closer is Cassa Tan. The 15-year-old has been training at SM Universe in Seoul since February, after it scouted her in January based on her dance videos on social media. Noting her drive and high potential for growth, SM Universe (Singapore) offered Cassa a six-month scholarship programme to train at the main academy. The scholarship covers training academy fees and partial support for her living expenses in Seoul. Singaporean teen Cassa Tan is pursuing her K-pop dreams at SM Universe training academy in Seoul. PHOTO: COURTESY OF CASSA TAN As a pre-trainee – one who has yet to be officially accepted by SM Entertainment – Cassa is expected to keep up with the demanding K-pop training as well as her studies at a South Korean performing arts high school. 'On weekdays, I attend school until the afternoon, followed by vocal and dance training, practice sessions and Korean lessons,' she says. Her weekends are equally packed, with more vocal and dance classes, and group practice sessions that stretch from noon to night. But the former Anderson Secondary School student has no regrets moving to the K-pop capital on her own. 'I miss my family and friends, but being in Seoul allows me to immerse myself in the local culture and improve my Korean through daily interactions,' says Cassa. 'I'm much closer to my dreams, but there is still a lot of room to grow. I'm pushing myself to improve each day.' Commitment and perseverance Mr Jonathan Ang, director of SM Universe (Singapore), says the academy – which has enrolled 200 students so far – is 'encouraged by the passion, discipline and drive shown by the Singaporean youth in our classes'. His advice to those who are serious about pursuing a K-pop career is to consistently refine their technical skills through specialised training, and to take advantage of 'Singapore's multilingualism to give them an edge in today's increasingly globalised K-pop industry'. K-pop agencies look for star potential, individuals who show promise to grow artistically and carry themselves with authenticity and confidence, says Mr Ang. He adds that as the K-pop industry is highly competitive, versatility has become key. It is no longer sufficient to specialise in one area, such as dance or vocals. Qti getting pointers and feedback from an industry expert. ST PHOTO: JAMIE KOH 'SM Universe (Singapore) is committed to creating tangible pathways for our students, connecting high-potential talent with the right industry opportunities, and equipping them with the skills and attitude needed to thrive in the entertainment industry,' says Mr Ang. The academy is designing its flagship 21-week training programme, which is likely to commence in early 2026. It will culminate in a one-week enrichment trip to the SM Universe campus in Seoul, where top students have the opportunity to audition with South Korean entertainment agencies. Says Mr Ang: 'The journey towards becoming a K-pop idol requires commitment and perseverance, and a strong foundation must first be built.' Cherise says: 'I know I still have a long way to go, but my goal is to become the best version of myself.' Qti adds: 'Being consistent and hardworking is super important – you can't just rely on talent. Having an understanding of the K-pop industry is also helpful. 'If I can't become an idol, I will pursue a behind-the-scenes role in the K-pop world, like being a stylist for the idols.'
CNA
a day ago
- CNA
SG60 staycations: 10 hotel packages with durian feasts, heritage trails and other local experiences
Singapore is gearing up to celebrate its Diamond Jubilee in August and to mark the occasion, local hotels have rolled out special SG60 stay packages featuring perks such as discounted room rates, dining credits and uniquely Singaporean experiences. What better time to play tourist for a weekend? Here, we round up some of the best offers. 1. CONRAD SINGAPORE MARINA BAY Seeking a city escape? Conrad Singapore Marina Bay's SG60 Stay and Dine package offers a one-night stay in a guestroom or suite, with daily breakfast and a choice of buffet lunch or dinner at Oscar's for two. Specially curated for the occasion, Oscar's is presenting the Flavours of SG60 buffet lunch from now till Aug 21, offering a culinary journey through Singapore's multicultural palate. Dishes include Ayam Masak Merah, Sambal Prawn with Petai, Laksa and pasta flambeed in a parmesan wheel, served alongside fresh oysters and a DIY Kueh Pie Tee station. From Aug 4 to Aug 9, Oscar's will introduce a special SG60 dinner edition – 60th Singapura – paying tribute to the tastes of yesteryear. These dishes include Chicken Biryani, Beef Rendang, Oscar's Signature Chilli Crab and Roti John, prepared a la minute at the live station. End the meal with traditional sweets such as Durian Pengat, Pulut Hitam Cake and Tau Suan with You Tiao. Package rate starts from S$520++. Find out more here. 2. HOTEL INDIGO SINGAPORE KATONG If you caught Mediacorp's hit TV series Emerald Hill and would like to immerse yourself further in Peranakan culture, book a stay at Hotel Indigo Singapore Katong. The hotel's Peranakan Escape package offers a full cultural experience, including a guided tour of the Peranakan Mansion. You'll even get to dress up in a traditional Nyonya kebaya while indulging in a delightful Peranakan tea set for two, complete with colourful kueh. Package rate starts from S$335++. Find out more here. 3. JW MARRIOTT SINGAPORE SOUTH BEACH JW Marriott Singapore South Beach's exclusive SG60 package, Stay and Wine with Janice Wong Chocolates, is a luxurious offer including a stay in one of its stylish rooms along with an indulgent chocolate experience. In celebration of SG60, the hotel's NCO Club is hosting an exclusive Chocolate Atelier Pop-up with celebrated culinary artist Janice Wong. Ongoing from now till Aug 31, the pop-up up features the Untold Stories: Exclusive Bon Bons and Wine Pairing Flight experience, where three chocolate bon bons, each sculpted in the club's modernist forms, are infused with classic regional flavours and paired with fine wine. As part of the stay package, guests will also get S$60 nett worth of in-room dining credits. Package rate starts from S$519++. Find out more here. 4. MONDRIAN SINGAPORE DUXTON Did you know that Singapore's history is deeply rooted in the spice trade? Mondrian Singapore Duxton is bringing this legacy to life with Mondrian Imagines: SPICE – a year-long initiative that aims to turn guest stays into immersive, educational journeys. Every Thursday, in-house guests are welcomed with sunset drinks at Canyon Club, where they can sip on the signature Spiced Hibiscus Fizz – a refreshing blend of ginger, cinnamon, cardamom and hibiscus. Guests will also uncover the untold stories of Singapore's spice heritage through curated cards in their rooms. Come evening, a bespoke spice-scented candle awaits at turndown. Package rate starts from S$348++. Find out more here. 5. GRAND COPTHORNE WATERFRONT This one's for durian fans. Grand Copthorne Waterfront's Durian Buffet has returned for its fourth year, running from now till Sep 14. The buffet celebrates the iconic Musang King Durian with a free-flow of freshly cut durians at an outdoor station. Inside, indulge in a creative spread of durian-infused dishes such as Gratin Parmigiana Durian, Roasted Seabass with Durian Beurre Blanc, Durian Laksa and more. From Aug 8 to Aug 10, the hotel is also presenting an SG60 National Day buffet, spotlighting dishes such as Hainanese Chicken Rice Risotto, Laksa Mac and Cheese, Chilli Crab Pasta and more. To up the ante of the festivities, book the specially curated SG60 National Day Fireworks Staycation available for stays until Aug 9, offering panoramic views of the National Day fireworks from the Premier Waterfront Rooms or the Executive Club Lounge. Package rates start from S$195++. Find out more here. 6. PAN PACIFIC ORCHARD Pan Pacific Orchard was recently crowned the best new skyscraper in the world, and now's the perfect time to check out this biophilic architecture marvel if you haven't already done so. The Brilliant by Nature Package promises a retreat into lush greenery and serene luxury. This limited-time Club and Suite stay comes with S$60 wine and dine daily credit, along with a complimentary body massage at St Gregory Spa. Package rates start from S$450++. Find out more here. 7. RAFFLES HOTEL SINGAPORE Raffles Hotel Singapore is arguably the city's most iconic and storied hotel. The heritage of the hotel is deeply intertwined with Singapore's history, having hosted royalty, celebrities and dignitaries since 1887. The SG60 Suite Vacay Raffles, available for stays till Aug 31, is a luxurious two-night retreat with perks such as a complimentary second night, S$160 hotel credit, 15 per cent savings at Raffles Spa and more. History buffs will also enjoy an enlightening guided tour with the hotel's Resident Historian. Package rates start from S$1,260++. Find out more here. 8. AMARA SANCTUARY RESORT SINGAPORE In need of an island escape? Nestled amid the lush greenery of Sentosa, Amara Sanctuary Resort Singapore offers a peaceful retreat from the bustle of the city. The SG60 Room Package is available for stays till Dec 31, with up to 20 per cent off best flexible rates for studios, suites and villas. The package also consists of a host of other thoughtful perks, including a guided Amara Heritage Trail and S$100 worth of vouchers including S$60 off a 60-min body massage at Spa Rael, S$20 off at the Sanctuary Tearoom, S$10 off bicycle rental for four hours and more. Package rate starts from S$480++. Find out more here. 9. SINGAPORE MARRIOTT TANG PLAZA Singapore Marriott Tang Plaza is shining the spotlight on local cuisine this season, with the hotel's Crossroads Cafe serving a line-up of Singapore classics such as Hainanese Chicken Rice, Char Kway Teow, Tiger Prawn Braised Hokkien Mee and more. Over at the Lobby Lounge, guests can indulge in the Mao Shan Wang Durian Afternoon Tea, featuring Durian Creme Brulee, Durian Cheesecake, Durian Cempedak Tart and other highlights. Book the SG60 Celebration Package that comes with complimentary breakfast for two at Crossroads Buffet and an SG60 Foodie Passport to visit Michelin Bib Gourmand locations. Guests can also choose between a Tiger Beer bucket of six bottles or two selections of local delights at Crossroads Cafe, or the Mao Shan Wang Durian Afternoon Tea at Lobby Lounge. Package rate starts from S$420++. Find out more here. 10. THE SINGAPORE EDITION SG60 highlights at The Singapore Edition, one of the city's hottest new hotels, include a specialty SG60 Heritage Chocolate Art experience at the Lobby Bar – an artisanal creation by executive pastry chef Alex Chong. Available in four Peranakan-inspired colours and flavours, these hand-carved chocolate jars feature intricate motifs and are filled with artisanal truffles and premium nuts. Launching on Aug 1, the hotel's latest Afternoon Tea series presents inventive takes on Singapore's culinary heritage. At FYSH restaurant, expect a locally inspired menu, while the Punch Room pays homage to the myths and folklore of Singapore and the Malay Peninsula with its cocktail selection.
Straits Times
2 days ago
- Straits Times
Influencing without the influencers: How fashion and lifestyle brands are taking back social media
Ms Sarah Tang, a content strategist for the homeware brand Dusen Dusen, edits a video at the company's studio in Brooklyn on June 26. NEW YORK – Ms Sarah Tang did not set out to be internet famous. The 28-year-old does not sing, dance or share outfit-of-the-day videos. She does not post about her personal life, offer career or dating advice, or share finance tips. She does not have an agent or a manager, and she is not flying off to brand-sponsored retreats in coastal cities. Her TikTok following is modest. Still, Ms Tang is often recognised, particularly on the J train in New York City, for her appearances in TikTok video ads by buzzy brands targeting Gen Z and millennials. 'I started feeling really anxious about things like falling asleep on the subway or just like looking really grumpy,' she said. 'I'm not, like, anonymous anymore.' She is what some in the fashion and lifestyle industries call a brand or in-house content creator. Unlike influencers, who are typically paid to promote products on their own channels, Ms Tang's job is to produce short videos that emulate influencer-style content like room tours, vlogs and get-ready-with-me snippets on brands' own social accounts. Her videos can generate thousands of views. The goal of Ms Tang and others like her is to make ads feel like anything but ads. The brand's voice is embedded in the content, as are its products, but there is no overt pitch or the awkward energy of a sponsored partnership. The videos are seemingly unpolished, even if they may have been meticulously planned. And, in many cases, viewers may not even realise they are being marketed to. Ms Sarah Tang makes videos that feel more like the typical content produced by influencers, rather than traditional advertising. PHOTO: HIROKO MASUIKE/NYTIMES This approach, which has existed on some level for quite some time, is part of a growing shift in social media marketing. Rather than investing in work from external influencers or celebrity ambassadors, many fashion, beauty and lifestyle companies are turning their cameras inwards, enlisting their own employees to be the faces of the brand, while striving to make it feel more casual than that. Top stories Swipe. Select. Stay informed. Business S'pore to launch new grant for companies, expand support for workers amid US tariff uncertainties Singapore Proposed new law protecting Singaporeans' genetic data to be strengthened: Ong Ye Kung Asia Dr Mahathir at 100: Still haunted by the Malay Dilemma Singapore HDB flats less attainable in 2024 compared with 2022: Report World 'Do some homework': 6 key exchanges between US Senator Duckworth and S'pore envoy nominee Sinha World Trump's ambassador nominee to Singapore Anjani Sinha has a rough day at Senate hearing Multimedia 60 objects to mark SG60: Which is your favourite? Singapore NDP 2025: Diamond formations, 'multi-axis' fly-past to headline parade's aerial display Brands including LVMH-owned Loewe, accessories brand Mejuri and Danish fashion label Ganni have adopted the format, often showing behind-the-scenes moments of building the brand and photo shoots on social media. Vogue magazine, soda brand Poppi and clothing and homeware brand Damson Madder regularly feature lo-fi office content starring staff. At luggage brand Baboon To The Moon, in-house creators film vlogs and sit-down interviews with the brand's designers. This kind of behind-the-scenes content is a clear departure from the glossy, heavily produced campaigns that typically fill Instagram feeds, brand websites and fashion magazines. Dr Jonah Berger, a marketing professor at the Wharton School of Business and author of Contagious: Why Things Catch On, said this off-the-cuff content is appealing because it offers viewers a rare glimpse behind the curtain. That insider perspective gives people a sense of social value or currency, making them more engaged and more likely to share the content. This approach also helps solve what marketeers call the content problem, according to Mr Anthony Svirskis, chief executive of creator marketing company Tribe. In the past, a brand might have produced a few polished ads a year for TV or print. Now, with dozens of social platforms, each demanding its own stream of content, brands need a constant flow of posts. Influencers and in-house creators help meet this demand. For some brands, it is not just about volume, but also the tone. The hard-sell of traditional advertising can feel out of sync with how young people want to be engaged. In-house creators offer something more casual and more human. 'I find all of advertising to be embarrassing,' said Ms Ellen Van Dusen, founder of homeware brand Dusen Dusen. 'Part of it is because this business is so personal. It just feels embarrassing to ask people to buy my stuff. I always think like, 'Oh god, all my friends are going to see this.'' Ms Ellen van Dusen, founder of homeware brand Dusen Dusen, at the company's studio in Brooklyn. Ms van Dusen originally handled her brand's social media accounts on her own, mixing her actual life with the brand she was creating. PHOTO: HIROKO MASUIKE/NYTIMES The Dusen Dusen line was born because Ms van Dusen could not find decor in stores that matched her colourful, irreverent aesthetic. When she started the label, she took on the role of a one-woman marketing team, treating the brand's Instagram like a personal account. She documented her print design process, decorated her studio in real time and posted photos from her wedding, snapshots of her dog, Snips, and eventually of her child. Early on, she realised that that kind of intimate, offbeat content resonated with her customers. When it came to TikTok, a platform she described as hard to 'wrap my head around', Ms van Dusen brought in Ms Tang in 2023. Several of Ms Tang's videos had taken off during her time as the in-house content creator for Baboon To The Moon. On any given day, Ms Tang arrives at Dusen Dusen's studio in the Clinton Hill neighbourhood of Brooklyn, checks in with Ms van Dusen about upcoming launches or sample sales and then maps out video concepts tied to the calendar. Her style leans towards deadpan humour, and she films, edits and posts the content. These days, Ms Tang is more protective of her boundaries. She no longer films from her home or includes her friends in videos . She works strictly from the brand's office, which includes a staged set with couches, a kitchen and even a made-up bed designed to resemble a lived-in apartment. (It is where she once filmed an 'apartment tour'.) She is unsure how long she will keep lending her face to brands, describing the work as 'taxing'. Moving forward, she says, she is interested in working only with brands she feels aligned with , noting that she could not be an in-house creator for a large corporation ; she appreciates that Dusen Dusen's team is small and that the business is self-funded. 'There's a point where I'm going to age out of the attention economy,' she said. But for now, 'when I'm on camera for the brand, I am the brand'. NYTIMES
