Singapore fashion label In Good Company may be only one year old but its first runway show at Digital Fashion Week on Sunday, November 3, 2013, belied the brand’s youth. A series of polished casual pieces ranging from now-signature ruffles and “string” necklines via loose-line dresses and into new, more structured looks ensured the brand’s third capsule collection will likely be a sell-out one.

In Good Company’s third capsule collection featured its now-signature draping in crisp white at its first runway show as part of Digital Fashion Week. Image: Sara Jane Ong

The precision and cohesiveness of In Good Company’s first runway show could, of course, have been expected considering this isn’t the first time down the runway for the four young Singapore fashion entrepreneurs behind the label.

Designers Sven Tan and Kane Tan (no relation) worked together, and alongside other IGC team members, for around 10 years at now defunct Singapore fashion label alldressedup; still, this was a first for the new company.


In Good Company’s opening looks included its signature shapes in refreshing white.
Images: Sara Jane Ong

While the attention of those new to the brand will likely be on its selection of perfect easy-wear dresses – items that are so good the team can barely keep them in stock – for those of us who have been following IGC since its inception the introduction of more tailored pieces is a fresh new addition to its repertoire.



Signature In Good Company ruffles (above top) and ‘string’ neckline (above) on the Digital Fashion Week runway. Images: Sara Jane Ong

Created by bonding stretch cotton jersey, the designers have managed to create a fabric that looks and cuts like neoprene but wears like cotton; you can even throw it in the washing machine like all the IGC pieces.

What this technical development means is that the pieces work to stand out from the body, creating volume and interesting shapes, but you won’t sweat to death in them. For lovers of the sportswear trend – which doesn’t seem to be dying anytime soon – this is the perfect fabric.

When the lighter version was used on a “simple” t-shirt dress, the effect was much more structural and directional. The heavier version was cut into neat, fitted zip-front jackets and asymmetric skirts which offer volume and shape without the sheer bulk of fabric that just gets in the way.



Strong black & white looks from In Good Company (above top) and the new bonded cotton neoprene-like fabric used in a softly structured jacket and asymmetric skirt (above). Images: Sara Jane Ong

IGC offered a lot of white on the catwalk; pristine cottons and stretch cottons in the form of wide-legged shorts – another major trend for Spring Summer 2014 – worn with crisp shirt shirts, and dresses. There was also a strong thread of red-orange that ran through the collection; much more runway friendly than some of the more neutral shades like sand, soft bronze and pale blue-grey.

A series of black and white pieces really showed off the IGC designers’ ability to cut, and cut well. A white washable silk bomber jacket with black trim worn with black city shorts; a black and white panel dress with the “string” neckline, and a handkerchief boat-neck top worn with shorts all made a strong impact.

In Good Company’s ‘mini models’ wearing the brand’s Mini Me range in prints by Singapore-based artist Kuanth. Image: Sara Jane Ong

As did the two “mini models” who walked the catwalk hand-in-hand (mostly) dressed in In Good Company’s Mini Me range of dresses, rompers and shorts. The girls also wore the only prints in the IGC third capsule collection, created in collaboration with Singapore-based artist Kuanth, and entitled “Fantastical Dreamscape”.

WATCH THE IN GOOD COMPANY THIRD CAPSULE COLLECTION RUNWAY SHOW:

Overall, the actually runway show for In Good Company was probably not the most impactful; the collection did include a few too many pieces – there were at least three similar red-orange dresses for example – and the mix-tape soundtrack left a lot to be desired.

However, the collection did show substantial growth for the brand; the more tailored pieces in the cleverly concocted bonded fabrics are absolute genius and offer more pieces for women who are less into floaty, girlie looks. They are sure to be an absolute sell-out once people realise how easy and light these garments are.

In Good Company’s third capsule collection showed a series of strong looks at the end of its first runway show that featured the brand’s new bonded cotton ‘t-shirt’ dress (above far left) and its signature folding. Images: Sara Jane Ong

The third capsule collection for IGC reinforces the brand’s direction and builds upon its emerging signature looks; only one year old but with the craft and polish of much more established label, In Good Company continues to be a brand to watch.

IN GOOD COMPANY POP-UP SHOP
Leading up to Christmas, and the brand’s first anniversary, In Good Company is working with Tangs Orchard for a pop-up shop that will run from November 1, 2013, to February 28, 2014, on level 2. The store will have collaborations with six other Singapore-based creative brands ‒ Kuanth, the illustrator; Code Deco an artisanal perfumer; Mmerci Encore, artisanal aromatherapy and apothecary; Extreme Exotic for exotic leather goods; Ice Cream & Cookie Co. for gourmet ice-cream sandwiches, and Math Paper Press, a small press publisher by BooksActually.

The In Good Company Third Capsule collection runway show was held on November 3, 2013, as part of Singapore’s Digital Fashion Week 2013. The thrid capsule collection is available from www.ingoodcompany.asia; Front Row, #02-28 Raffles Hotel Arcade, Tel: 6338 2737; and the pop-up store at Tangs Orchard, Level 2. You can follow In Good Company on its Facebook page at www.facebook.com/ingoodcompany.asia, on Twitter at @igcasia and on Instagram at @igcasia.

Digital Fashion Week 2013 runs until November 4, 2013, at the National Design Centre, 111 Middle Road, Singapore 188969. All Digital Fashion Week shows will be televised live online at www.DigitalFashionWeek.com, plus.google.com/+DigitalFashionWeekwww.facebook.com/DigitalFashionWeek,
www.youtube.com/DigitalFashionWeek and digitalfashweek.tumblr.com. Follow Digital Fashion Week on Twitter at @DigitalFashWeek and Instagram at @DigitalFashionWeek for more updates.