• Beauty
  • Fashion
  • Life
  • Women
  • Beauty Awards
  • Video
  • Beauty
    • Beauty
    • Makeup
    • Skin
    • Hair
    • Body & Fragrances
    • Aesthetics & Services
    • Best Of Beauty
    • Reviews
  • Fashion
    • Fashion
    • Shopping
    • Trends & Tips
    • Style Files
    • Watches & Jewellery
  • Life
    • Life
    • Food
    • Entertainment
    • Wellness
    • Travel
    • Tech
    • Sex & Love
  • Women
    • Women
    • Women Now
    • Career
    • Money
  • CELEBRATING WOMEN
  • Woman of the year
  • Video
  • Events & Promos
  • Weddings
    • Weddings
    • Gowns & Suits
    • Ideas & Advice
    • Real Weddings
    • Love Nest
    • Luxe
  • Covid-19 Survival Guide
  • Power Your Happy
  • Mental Health
  • Beauty Club
  • Showcase
    • SingHealth 2020: Defining Tomorrow’s Medicine
    • Dior Capture Totale
  • Beauty Awards
Subscribe!
  • Also available at:
Privacy Menu
  • About Us
  • Contact Us
  • Advertising with Us
  • Conditions of Access
  • PDPA
  • Privacy Statement
SPH Magazine

Copyright © 2021 Singapore Press Holdings Ltd. Co. Regn. No. 198402868E. All rights reserved

  • Beauty
  • Fashion
  • Life
  • Women
  • Beauty Awards
  • Video

Fashion

Wykidd Song’s label Akinn ...

S / Style Files

Wykidd Song’s label Akinn aims to transcend seasons and trends

Think contemporary silhouettes and creative cuts with minimal fuss

by Debby Kwong  /   January 7, 2021

Fashion Akinn

Wykidd Song is best known for co-founding fashion label Song+Kelly, the first Singapore RTW brand sold internationally at Harrods, Selfridges and Barneys New York.

With decades of experience in the fashion industry, Wykidd Song saw the proliferation of fast fashion and its consequences – wasteful production, rushed deliveries with no attention to quality, and a lack of originality.

So when he moved back to Singapore from Hong Kong in 2016, he felt a renewed energy to create a platform where craft, design, and human stories converge. Hence, Akinn was born, and its debut collection launched in September 2020.

The look: modern classics with contemporary silhouettes and creative cuts, but minimal fuss. Some of the pieces are produced locally, with the quality fabrics sourced from Japan, Korea and China.

(Read also “These SG Beauty Brands Are Expanding Overseas Despite The Pandemic“)

However, Covid-19 threw a curveball. “We were all very excited and optimistic about 2020 with collaborations and launches lined up. The rest, as they say, is history,” said Song. But he remains optimistic as “there is just so much to look forward to, and the digital front line is ever changing, so it’s an exciting time for e-commerce brands like us.”

Song believes design is not just aesthetic – it is meant to have function and substance, enhancing positive feelings through sensory experiences.

As creative director, Song handles all aspects of design and production. His muse? A sophisticated woman.

“She is a homeowner; she runs a company or is quite established in her career. Her clothes enhance her persona – she is fashion aware, not a fashion victim. She’s a financially independent, socially informed, digitally savvy, discerning and confident woman,” he says.

“I want to put out designs that work, so I observe what is well received, then improve and tweak the design.”

Going forward, Song hopes to develop a community of creatives who share similar principles to co-create exquisite pieces across multiple disciplines, such as art, jewellery, and home accessories.

“We’re in contact with Singapore designers and artists in different fields. It’s really inspiring, seeing them at work, some of whom share the same vision as us. My dream for Akinn is to work with industry leaders and young talents to create unique products,” he muses.

Constant evolution is key for the label. “We also want to reflect the commitment and passion for good craftsmanship, which hopefully translates to responsible consumption,” adds Song.

“I have a picture in mind for a circular economy, where my customers can recycle their used items, but that will be in the future. For now, we just have to balance the cost between slowing down the hurt we impose on earth and making our business work.”

Akinn will release a capsule collection of five to eight designs every two months, inspired by personalities and their passion for craft, style and life.

Here are five pieces we love.

READ NEXT

These are the coolest Singapore fashion brands to have on yo…

12 Singaporean beauty brands to know now…

Handmade in Singapore: 10 homegrown brands to shop for…

https://www.herworld.com/gallery/fashion/style-file/wykidd-song-akinn/
Wykidd Song's label Akinn aims to transcend seasons and trends
1. V-neck dress with back drape, $289
image
Shop now
2. Short sleeve pintuck dress, $249
image
Shop now
3. Asymmetric draped side dress, $249
image
Shop now
4. V-neck dress with draped sleeves and overlap skirt, $289
image
Shop now
5. Sheath dress with draped sleeves, $249
image
Shop now

Check out more designs at akinn.com.

This article first appeared in the January 2021 issue of Her World.

Read Next

Local label, Rye, launches new loungewear line for those who are still working from home

Five up-and-coming local fashion brands to shop now

Local lingerie brands make their mark on the online fashion industry

  • TAGS:
  • fashion akinn
  • local brands
  • local designers
  • singapore designer
  • wydkidd song
SHARE THIS ON

T / Trending

Fashion

What local celebs and influencers like Fann Wong and Kim Lim wore...

Fashion

Korean celebs who are ambassadors of designer brands

Fashion

Astrie Sunindar-Ratner's must-haves for a classic, timeless style...

Fashion

Peggy Hartanto designs clothes for the independent woman

Watch Now
4 Women Talk About How They Started Investing And Growing Their Savings
Highlights
  • Money The foolproof guide to making your first investment
  • Aesthetics & Services Your CNY guide to looking better than good
  • Watches & Jewellery 15 jewellery designs that are modern-day love notes
  • Watches & Jewellery Pull out all the stops with these stylish Valentine’s Day...
  • Skin Unlock the secret to radiant skin with this new premium s...
Editor’s Picks
  • Money 4 women talk about how they started investing and growing...
Newsletter Subscribe
Sign up for one of our free newsletters to receive the latest news, commentary and fashion features straight from Her World.
Will be used in accordance with our Privacy Statement
Footer Menu
  • About Us
  • Contact Us
  • Advertise With Us
  • PDPA
  • Conditions of Access
  • Privacy Statement
?>
SPH Magazine

Copyright © 2021 Singapore Press Holdings Ltd. Co. Regn. No. 198402868E. All rights reserved