If you’ve been here for a while, you would know that LOOKWHOWEARWHAT was never just about clothes. It was never meant to be a business plan or something carefully strategised.

It began from a hospital bed.

In 2023, when I was in and out of hospitals, trying to understand my body, trying to survive low iron counts, heavy bleeding, endless tests and the quiet fear of not knowing what was wrong, I needed something to hold onto. So I started planning LOOKWHOWEARWHAT as a distraction. Something small. Something light. Something that reminded me that life could still be beautiful.

What started as a coping mechanism slowly became a reason to wake up.

During that season, every menstrual cycle felt like a countdown. Every month I wondered if I would end up back in the hospital again. It was lonely, crippling and honestly scary. I didn’t realise then that this little brand would become my anchor.

In 2024, I decided to just go live. Pop ups, mini campaigns and long days. There was no strategy, no expectations, no big launch plan. 2024 was what I call my pray and spray year. I wasn’t chasing results. I was just trying to find the will to live for another day.

And then something unexpected happened.

You showed up.

People I had never met. Strangers who didn’t know my story. Women who walked into our booth and somehow walked away feeling like friends. The first pop-up at MAD was madness. The first month was a blur. The love was overwhelming in the most beautiful way.

Some of you came to shop. Some of you came just to chat. Some of you helped us sell because we were short-handed. Some of you stayed back to fold clothes with us. Some of you waited patiently during try-ons and helped each other dress. Some of you shared your life stories with me like we had known each other forever.

Some of you came by without buying anything at all, just to sit and talk.

You didn’t have to. But you did.

Every small action, every conversation, every smile, every “I’ll support you” added an inch of light back into my heart.

Without realising it, LOOKWHOWEARWHAT stopped being just a clothing brand. It became community. It became friendship. It became hope. From strangers to customers to friends, you carried me at a time when I honestly didn’t have the strength to carry myself.

LOOKWHOWEARWHAT became one of the reasons I found hope again.

You came into my life when everything felt bleak, and I will never forget that.

But while my darkest moments slowly turned bright and glassy, something else grew louder inside me too. Questions. Why did my two-year health journey feel so alone? Why were so many women quietly suffering? Why were we taught to endure instead of understand? Why were there so many gaps in women’s health conversations?

That question eventually became SilentConvo.

At first, it was just an idea I was quietly working on inside an entrepreneurship programme. I didn’t think much of it. Then somehow it became Top 5. And suddenly I found myself presenting it to Mdm Halimah Yacob, Former President of Singapore.

After the presentation, women came up to me sharing about their cycles, their fertility struggles, their pain, their frustration with being dismissed. Story after story that sounded painfully familiar.

That was when it really hit me. This wasn’t just my story. This was ours.

After living through two years of pain myself and finally finding the courage to stand again, I knew the gap too well. I knew the loneliness. And I knew we deserved better.

Then the Her World article came out in 2025. Seeing my journey online and watching strangers write in to say “me too,” something settled quietly in my heart.

This is not accidental.

This is a calling.

And that was when I felt torn between two loves. The community we built here through LOOKWHOWEARWHAT, and the problem I felt deeply called to solve through SilentConvo.

But maybe it was never about choosing. Maybe it was about growing.

So LOOKWHOWEARWHAT is evolving. Not ending. Not disappearing. Just becoming something bigger and more intentional.

Clothes will always be part of us because I still love wearing them, and I always will. But we want to be more than outfits for good days. We want to walk with you through life. Through your first period. Through PCOS and endometriosis. Through fertility struggles and becoming a first-time mum. Through postpartum changes. Through perimenopause and menopause. Through breast health, cervical health, and all the quiet seasons no one prepares us for.

Women’s health is not one moment. It is a lifetime. And no one should have to navigate it alone.

Over the next 1 to 2 years, while we build quietly behind the scenes, researching and designing what this next chapter looks like, we need you with us. Not just as customers, but as voices. As stories. As women willing to speak up for one another.

If you have ever felt dismissed, confused, scared or unheard in your health journey, I want to hear from you. Your story might help another woman feel less alone. Your experience might shape what we build next. This is how we stand in the gap together.

Thank you for being here when I was at my weakest. Thank you for every purchase, every hug, every late night message, every jiayou. Thank you for carrying this brand when I couldn’t carry myself.

LOOKWHOWEARWHAT didn’t just dress me. It saved me.

And I hope what we build next can do the same for many more women.

With all my heart,
Claudia Chua

You can follow my journey on Instagram at @victoriamonsoon.
May the rest of our lives, be the best of our lives.