LUMINE introduces a guiding philosophy, I Am Who I AM, which is derived from its aim to inspire the sense of taste and value via variability in fashion from Japan for Singaporean women. I Am Who I AM promotes self-confidence and encourages women to be as beautiful inside as they are on the outside, through one’s personal journey of growth. As part of the launch in Singapore, the brand presents popular individuals from Singapore and Japan who strive on being different and are not afraid to express themselves. With fine-quality products edited and curated by LUMINE, visitors to the mall can expect a mall-in-mall experience. Both established and younger brands will be available, as well as an in-house café that is the first of its kind.