1. The Form: The Anti-Trend Brand
Wu Kailing, 27, understands the way most women make decisions about what to wear. It’s based on the 80/20 rule, “where the average person only wears 20 per cent of her wardrobe 80 per cent of the time”, says Wu. “That 20 per cent is what she puts on heavy rotation and keeps in her wardrobe for a long time.”
That is why The Form, the online label which Wu started last year, designs only the 20 per cent type of clothing – “timeless clothes in looser cuts that are easy to wear tend to stay in rotation longer as they are forgiving and flattering even through periods when we gain or lose weight”. Think Muji meets Cos.
Wu offers capsules of dresses, separates and outerwear up to four times a year, and uses mostly deadstock fabric from Japan that she selects for its suitability for the local climate. She manufactures the clothes locally, which allows for better quality control (and the bonus of a lower carbon footprint).
Price range: $79-$249. Shop the brand at www.theform.com.sg
2. Emporium of the Modern Man: For More Conscious Shopping
In December last year, EOMM shut its doors to walk-in customers. It revamped to adopt a by-appointment-only concept, so every customer gets a personal walk-through of the store by the team. Through this, it hopes to give customers a better understanding of what they are consuming.
The multi-label store has also introduced regular exhibitions, talks and workshops, and brought in new artisanal labels, ceramic brands, and lifestyle goods.
This story was first published on Her World's April 2019 issue.