There is definitely a connection between coffee and our fashion lifestyle, says Mr Cheong. CappaRoma is a high-end brand of coffee that appeals to the modern, healthconscious woman just like my clothes.

This year's show, titled In The Beginning... is particularly special for Mr Cheong as it will be held on his birthday. To celebrate, the first 10 looks will be modelled by his friends and clients, including former Miss Singapore Billie Tan and Taiwanese socialites Chiang Yulan and Emily Wang. This year's by-invitation-only show will see a "less fussy" collection, with clean silhouettes and minimal embellishment. But that's not to say the show will be short on drama. While the clothes may be understated, the added dazzle will come from the team of stylists from The Make-up Room. With spectacular accessories, amazing hair and makeup, the show will be totally dramatic, says Mr Cheong, who will turn 48.