Lazada introduces first formalwear collection for women

SINGAPORE - Pretty, rock, sporty, festival, party -- these fashion styles have served as the inspiration behind Lazada's new line of formalwear for women.

The private label, LZD Premium Collection, was launched at a media showcase last week at Club Kyo. The night's event played on themes of fairytale metamorphosis with a happy-ever-after ending. Guests showed up dressed to the nines, with many sporting elaborate floral headbands and maxi-dresses.

Lazada Fashion's LZD Premium Collection features limited edition formalwear that come in a range of colours, mainly light to dark with hints of gold and silver.

Made especially for the Asian woman, the LZD Premium Collection is designed to fit the Asian body type with fabrics that are suited for South-east Asia's seasonality.

Anne-Marie Bodal, Fashion Creative Director of the Lazada Group, said: "Lazada Fashion is all about taking the consumer in South-east Asia to the next level of international and local fashion ... We position ourselves as the online shopping destination for fashion-forward individuals."

Working alongside Ms Bodal are four other designers who possess a mix of international and South-east Asian design background. They are Eleonora Valentina, Elizabeth Gribben, Hwe Ling Budidharma, Adilah Amri as well as senior fashion stylist Noah Naima.

Besides having the collection reflect international catwalk trends and Asian-inspired designs, Ms Bodal added that Lazada's private labels, LZD and LZD Premium, are manufactured in factories across South-east Asia as they "take pride in supporting local factories as well as South-east Asian (designers)".

This latest collection by the Lazada Group targets women aged 18 to 25.

Ms Bodal said: "Wearing an LZD Premium piece transforms a woman, to emphasise her beauty and her individuality. The collection offers customers luxury materials such as silk, with a focus on high-end detailing such as embellishments and sequins."

LZD Premium is an annual collection which focuses on occasion and formalwear. Owing to its exclusivity, there are only 10 pieces per design available in each market.

Prices range from $25 to $150.

LZD Premium will be available on www.lazada.sg from February 2015.

ssandrea@sph.com.sg