Velda Tan’s Collate The Label is barely a few months old, but it’s already
going places.
Come September, the Singapore fashion brand will be going to New York to
participate in Coterie, a three-day event held from Sept 19 to 21 at the Jacob K
Javits Convention Center in New York. This event showcases products such as
exclusive shopping experiences from the ground up, so that designers and buyers
can create a synergy that fuels the businesses.
“We are very thankful, because (Coterie) is quite selective about the
exhibitors there,” said Tan, founder and creative director of Collate The Label.
“Trade shows are always quite huge. The biggest challenge will be standing out,
because there are so many brands. We want to tell our story and make sure that
it comes through in our design, aesthetics and collaterals.”
photo: vintage
bridesmaid dresses australia
Tan, who was one of the founders of online fashion retailer Love, Bonito,
launched her mid-market womenswear label in May at Singapore Fashion Week. “We
are still trying to find our footing, because it’s just been one collection.
(But) we are a brand that wants to stick to three keywords — timeless,
effortless and classic. I think our design aesthetics revolve around that for
now, and hopefully, this will identify a space for us in the market.”
Collate The Label will be traveling to New York with the Textile and Fashion
Federation Singapore (TAFF), which works to “raise the profile and visibility of
local designers through different programmes”, such as the participation of
local brands in overseas trade shows.
In addition to Tan’s label, Singapore fashion brands RAOUL, STOLEN and AIJEK
will also be participating in Coterie this year. TAFF will also bring “edgier”
local brands, including Edge Of Ember, styl.myl., Carrie K., LING WU, Heliopolis
and BEME, to trade shows such as Capsule, Tranoi and Sole Commerce in New
York.
Whether or not Singapore’s homegrown labels can make an impact stateside
remains to be seen, but Tan is looking on the bright side. “America is not an
easy market to go into, especially for fashion,” she said. “I think we just want
to be optimistic and see where (Coterie) takes us. If it takes us a step
further, we will be very thankful for it.
“We just want to be positive and take the challenges as they come,” Tan
added.
see also: purple
bridesmaid dresses