Fashion conversations

Fashion conversations
Models wearing outfits from womenswear label Elohim, Reckless Ericka and Sans & Sans.

Founder Wendy See, in her early 30s, started the Sans & Sans label in July last year. The womenswear brand can be found at 02-342 Marina Square and 02-04 Orchard Central, as well as Kuala Lumpur's One Utama mall.

How did the name of your brand come about?

I wanted a name that allowed for good brand recall and easy recognition.

We also started toying with names that the Chinese could relate to as we have plans to penetrate the greater China market in the future.

Through sessions of brainstorming, the team came up with Sans & Sans (based on the characters for "fashionable wear" in Chinese), where we used a similar sounding rhyme to come up with the English name.

How would you describe the brand's style?

I wanted to develop womenswear that is accessible and timeless.

The style of the brand is womenswear with strong tailoring, immaculately cut with in-season detailing and luxe fabrics. What has been the proudest moment of your career so far?

Whenever our customers say they are surprised that we are a Singapore label and one they truly appreciate and support. What have you found most frustrating or challenging?

It's definitely when we have wonderful designs that we want to introduce to our customers but have to reconsider the wearability of our designs because of the Singapore weather.

Is there a style icon whom you admire?

Recently, Fan Bingbing has really caught my attention. When attending international events, she dresses with a nod to her Chinese heritage, with details like silk material and mandarin collars.

What does Orchard Road mean to you?

Orchard Road is where all international labels and aspiring fashion labels need to be. It's the first place tourist or locals go to for a variety of their fashion needs.

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