the form


Wu Kailing, 29, grew up with a mother that loved buying fabrics and making clothing. Coupled with Kailing’s love of sketching clothing designs, her mother’s hobby inspired her to embark on her own entrepreneurial journey of starting her own fashion label, The Form. 


the form

Photo: Wu Kailing

This journey took longer than most. Kailing studied Project and Facilities Management at the National University of Singapore before starting her career as a Planner with the Housing and Development Board. Yet, there was always this nagging feeling that she needed to pursue her passion in fashion and design.

So she made the switch by enrolling in the Fashion Marketing and Management course at the Raffles Academy of Continuing Education (at the Raffles Design Institute) and entered the industry as a fashion buyer for an international luxury brand where she got first-hand training.



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After years of experience, Kailing finally felt confident enough and took a leap of faith to realise her dreams to start The Form in July this year.

“The Form woman is strong and independent. She knows what she wants, and doesn’t let anything get in her way. Needless to say, she has a great sense of style, and is confident of creating her own unique look every day.”

The Form’s ethos is clear – it aims to solve the problem that we have with excess clothing that piles up with the fashion seasons. Coined as the 80/20 problem, the brand posits that only 20 per cent of a person’s wardrobe gets worn on the daily and the consumer is stuck in a dilemma of “I have nothing to wear” despite the amount of clothes available.



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“With that in mind, The Form approaches fashion with intentionality, each piece is designed to fit into your lifestyle, creating a closet curated with high-quality pieces that will last for years. We design clothing that belong to that 20% – pieces you can reach for over and over again. The Form reflects a sense of effortless style with a subtle edge. We have your favourite pieces, updated.”

Currently only available on their website, here are our picks from the brand: