In celebrating the Singapore spirit, we have to pay homage to SocietyA, one of the biggest fashion names here. Since its launch in 2014, the multi-label brand has been championing homegrown and Asian brands.
For founder Pek Lay Peng, SocietyA was born out of two key reasons: “I noticed that there was an existing gap of finding designer pieces at good price points, and I wanted to fill that gap. At the same time, I saw an opportunity in having a first-mover advantage in curating talented Asian designer labels.”
The decision for an Asian-first business approach came naturally to the 36-year-old entrepreneur. “As an Asian myself, Asian fashion designers have always stood out to me,” she says. “We share the same voice.”
Over the years, SocietyA has expanded from stocking 11 Asian designer brands to the current repertoire of over 50 brands. In May 2020, the local brand expanded into the beauty realm, carrying over 20 Asian skincare and makeup labels from Singapore, Thailand, Korea and Malaysia.
According to Lay Peng, it was a “natural next step” for the brand because fashion and beauty often go hand in hand. “I would like to think that we are not just another multi-label beauty store,” she tells us.
“SocietyA as a whole, is now a platform for every woman looking to pamper and take care of herself, from head-to-toe. SocietyA Beauty currently carries 13 homegrown beauty brands, which I believe makes us one of the few online platforms that carry so many homegrown beauty brands under one roof.”
The homegrown beauty brands to look out for? Rooki, Re:erth, Sigi Skin and more. This year, SocietyA continues its expansion, setting up SocietyA Home which offers home items from dinnerware to bathroom essentials. Now, SocietyA has become a one-stop shopping destination for fashion, beauty and lifestyle shoppers.
“SocietyA Home brands and offerings are thoughtfully selected after thorough research and review with each brand,” Lay Peng reveals. “The SocietyA team also assessed each brand’s ethos, production processes and attention to detail… to provide high-quality homeware that are unique and beautiful additions to any personal space.”
Ahead, Lay Peng shares with us more on the shifts in the fashion scene, how we can support homegrown designers as well as what’s upcoming for SocietyA.