Laundry Studio champions distinctive yet discreet designs

Jaime L, founder of clothing brand Laundry Studio, juggles a full-time job in the Fintech industry as a data analyst. Prior to establishing her label, this multitasking entrepreneur held a fashion- related role in the press room of Elle magazine in London.

“[The experience] gave me an insight to the business of fashion. It offered me exposure to how the business strategy, operations and logistics aspects of running a brand worked, which gave me the confidence that I could do the same for my own label,” she says.

Before starting Laundry Studio in 2021, Jaime had been on the lookout for sleek and simple clothes backed by thoughtful construction and quality fabrication. Hence, her designs are a mix of utilitarian elements with pared-down silhouettes that are timeless and made to last.

Starting a business during the pandemic was purely coincidental – it was only then that the 31-year-old had time to focus on the project. However, Jaime had to grapple with several challenges from the start.

“I had to work extra hard to secure quality suppliers,” she says. “Instead of being able to travel to meet partners abroad, everything had to be done virtually. Senses had to be heightened and due diligence done as we made decisions from a distance.”

Fast forward to today, and Jaime is on her second collection for Laundry Studio.

However, she’s taking her time when it comes to churning out new collections, as she prefers to keep production in small quantities – this helps her reduce fabric wastage, and ensures that all fabrics have been utilised.

Jaime’s design philosophy is simple: It has to be functional and wearable for various occasions. It’s evident in her design aesthetic, which she describes as “distinctive but discreet”, and she references works from British architect David Chipperfield, as well as American interior designer Kelly Wearstler.

Says Jaime of the success of Laundry Studio: “The overwhelming response from our first collection was very encouraging. As a brand that produces products in small batches, our costs are very high. It’s encouraging that there are clients who appreciate our work and continue to support us.”

www.laundry-studio.com

Jaime shares her brand’s bestsellers:

Vlookup dress, $219

Credit: LAUNDRY STUDIO

1/3

“A transitional piece that takes you from day to night, perfectly cut from fine crepe.”

Dinner blouse, $209

Credit: LAUNDRY STUDIO

2/3

“Made for a dinner date, yet wearable throughout the day, it’s tailored from a mid- weight cotton blend fabric in the shade of a black starless night.”

Ribbon tank, $99

Credit: LAUNDRY STUDIO

3/3

“Made from the studio’s favourite cotton fabric, this wardrobe essential is structured yet non-rigid. It features a self-tie ribbon on one side.”