Local movie Wonderland collaborates with Singapore designers for film merchandise

SINGAPORE – They were given four months to create a capsule collection to celebrate the release of local film Wonderland.

Four home-grown brands took up the challenge, and now limited Wonderland merchandise from Photo Phactory, The Everyday Club, Joannalsm and Clean Folks Club are on sale exclusively at Design Orchard.

The merchandise was launched at the Wonderland press conference held on July 18 at Design Orchard, where director Chai Yee Wei and the film’s main cast – actors Mark Lee, Peter Yu and Xenia Tan – promoted the film.

Set in 1980s Singapore, Wonderland revolves around Lee’s single father Loke, who works hard to ensure his only daughter Eileen (Tan) fulfils her dream of studying in New York City. The illiterate Loke communicates with Eileen through letters written by his neighbour Tan (Yu).

Wonderland, written by Michelle Chang, premiered at the San Diego Asian Film Festival in November 2023, where it won the Audience Award. The Hokkien-Mandarin tearjerker went on to pick up awards at the prestigious Palm Springs International Film Festival in January and at the Ho Chi Minh City International Film Festival in April.

Opening in Singapore on Aug 8, Wonderland is Chai’s fifth film since That Girl In Pinafore in 2013.

Local design studio Photo Phactory created a range of fashion and lifestyle products, such as bucket hats, tote bags and water tumblers (prices starting at $29), featuring designs of vintage postage stamps.

Photo Phactory founder Valley Arora was inspired by the 1980s setting and how letters were the main communication method between father and daughter.

The 47-year-old, who was born in India and has lived in Singapore for the past 17 years, said she felt as if she was on a “time-travel journey”. Now a Singaporean, she added that through the film, she got to see the Singapore of the past.

Thus, she incorporated the film’s nostalgic elements, such as old-school coffee cups and void decks, into her designs.

A statement item that Joanna Lim, 30, designer behind fashion brand Joannalsm, created in her seven-piece capsule collection is a flyknit “envelope” clutch in a blue-red palette. This is reminiscent of the air-mail envelope and is retailing at $149.90.

The Everyday Club, known for its sling bags, released a 1980s-style bag in four colourways ($52.40) and iron-on patches in various designs ($13). These include the teddy bear that Loke won for Eileen at the Wonderland carnival and a harmonica, another key prop in the film.

One of the film’s icons, the Ferris wheel, served as a motif for the designers. Clean Folks Club offers a Ferris wheel soap ($24), while Joannalsm sells a T-shirt combining a Ferris wheel with New York City’s skyline ($57.20).

Said Clean Folks Club co-founder Rebecca Ang, 35: “The Ferris wheel soap represents a father’s dreams and sacrifices, embodying the essence of hope and aspiration the wheel signifies.” 

Clean Folks Club also celebrates the film’s kampung spirit with a basket of Nonya kueh soaps  ($47). Said co-founder Tan Si Yan, 31: “In the film, one neighbour would offer her kueh each time everyone gathers at the void deck. The kueh soaps capture the friendships between Loke and his neighbours.”

According to Chai, 48, Wonderland is a “first” in many ways. It is the first time the Singaporean film-maker has attempted a predominantly dialect film.

It is also the first time a Singapore film has worked with local designers to create the series of movie merchandise.

Chai said: “We are doing a lot of things for the first time. I’m grateful that everyone took a chance.”