Superior Chats: Chow Jia hui

A candid chat with Chow Jia Hui, Content Creator and New Balance Singapore's inspirational woman ambassador.

In 2022 New Balance Singapore celebrates independent women who are paving their own paths. They have partnered with 3 Key Opinion Leaders (KOLs) who embrace the value of being fearlessly independent . In line with the global celebration of women in style and sport the 3 women featured in this collaboration are New Balance athlete, Vanessa Lee, Independent Yoga Studio Owner, Yang Jiamin and The Smart Local talent, Chow Jia Hui.

Jia Hui (affectionately referred to as Chow) took some time off her busy schedule to answer some questions from us via email.
 
Hey Chow! What do the words Fearless and Independent mean to you personally?
 
To be fearless would be to live without inhibition, and to be brave in taking risks. And to be independent would be to rely on my wit and strengths to achieve my goals, but this doesn’t mean I do everything without help!
 
I think asking for help is important too and it does take a degree of courage to reach out to others.
 
For sure. How do these values differ as a woman? What would you wish to see more in a better, just and balanced world?
 
It is idealistic to envision a fully balanced world but if I had it my way I think it would be amazing if the human experience did not discriminate and everyone was granted the same respect. I’d wish that stereotypes didn’t speak in volumes so loud that it masks the ability of humans to genuinely get to know each other by themselves.
 
​And I’d wish that judgment wasn’t passed before one had the chance to share their world and perspectives and that there was room for acceptance of different worlds and perspectives. We all lead very different lives and it would be beautiful to hear all about them without judgment!

New Balance ambassador Chow Jia Hui

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​​As a content creator how do you balance putting out work that you’re passionate and excited for versus creating solely for clients that hire you?

I like to work with brands and clients that respect and understand a creators’ content before collaborating with them. Creators are different from online banner ads because they are engaged for their craft and voice and if a client demands for a tremendous tweak in that voice, it defeats the purpose of any collaboration. The content would not perform effectively and neither the client nor the creator benefits.

With this in mind, I make it a point to explain to clients how creative control has to be retained and how I, as a creator, can conceptualise work that can relay their campaign messaging while still being aligned with my persona. 

How do you keep a sense of authenticity with the things you’re paid to endorse? What do you say to those who are cynical about KOL endorsed products (i.e.: sponsored ads).

I say “fair point, mate”. 

Woah.

I used to have my own set of doubts and I do think we rightfully should view any highly polished ad with skepticism. But at the end of the day, it really depends on how a creator conducts themselves and their craft individually. I can’t speak for the masses but I’m certain about how I value and principles of staying transparent and honest, and am therefore confident of my work! 

Fair point indeed mate. What are your favorite sneaker models from New Balance?
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When I was a wee lil kiddy in school I used to stare at the Maroon 237’s on my schoolmate’s feet in envy. 

​I was legit in awe, almost daydreaming about owning a pair of my own LOL. But I never had the money to buy pretty sneaks back then so I’d camp on Carousell for good secondhand deals, and I was not lucky enough to stumble across an affordable pair of 237s!

So I guess that brings me a warm nostalgic feeling! But right now, almost 10 years later, I tried the XC-72 recently and that felt powerful.

Envy inducing New Balance Maroon 237s

Chow feeling mighty powerful in the New Balance XC-72

​​​​​How do you hope to inspire new fans and followers through this campaign?

We’re all dealt with a different hand of cards, that’s just how life is, but we all have a choice on how we want to play our hand. And I hope that’s a takeaway anyone reading this can have! We can choose how we treat others and how honest we want to be with ourselves.

What are some fundamental style tips or go-to's for you when it comes to sneakers and streetwear?

Sneakers go with everything! For my petite frame, I try to make sure my proportions are kept in check by balancing a loose fitting item with a tighter fit one. E.g. Bicycle shorts with a loose T-shirt, or a tight crop top with baggy joggers.

Platform sneakers/hi-cuts are also a quick hack to look about 10cm taller than you actually are. Take it from all the “omg I didn’t know you were so small”'s that I’ve heard when I meet people irl.

View this post on Instagram

A post shared by CHOW 周佳慧 (@chowjiahui)

View this post on Instagram

A post shared by CHOW 周佳慧 (@chowjiahui)

What are your thoughts on Sole Superior and the community of sneaker and streetwear enthusiasts that we serve?

Sole Superior is actually so sick!?  I've been watching your space since my early uni days back in 2017 and I’ve always been amazed at how this passion brings people together. Wish I could be as cool as you guys but also happy spectating, and not to mentioned, hella stoked to do this interview.

Thanks guys!​