Have you always been a designer? If not, what was your previous profession?
I have always been fascinated by the process of design and in particular by clothes and fashion. I spent much of my youth sourcing vintage garments to pick apart and discover the magic behind the garment making process.
I studied both fashion design and construction at The London College of Fashion as well as buying and merchandising. I have worked at Vivienne Westwood, Ben de Lisi and at luxury department store group House of Fraser. This varied experience has given me a multi disciplinary approach to designing and retailing Attaby.
Why did you choose womenswear?
When I relocated to Singapore, I soon found that the independent fashion scene was gaining a lot of traction and would be an exciting space to work within. I also observed that clothing in this climate and for this lifestyle had technical points that large-scale fashion businesses were not addressing. I therefore took the opportunity to center my business around clothing and a style aesthetic I refer to as “city chic meets resortwear”.
What is your personal favorite piece from your entire collection?
It is a simple shift dress called “Day & Night Dress’. It perfectly embodies the design philosophy of Attaby, that clothes need to be versatile and easy to wear yet project a sense of confidence and femininity. It marries form and function effortlessly and that is Attaby style.
Where do you get your inspiration from?
My inspiration comes from feelings. I think about how a woman wants to feel in a garment, about how that piece speaks to her when she opens her wardrobe in the morning and solves the question of what to wear that day.
What are your plans for the brand in the future?
I see a global market opening up that is in need of year round summer clothing. Working within this expanded Cruise collection space, I think Attaby will find a home with retailers focused on these markets.
How have you/your brand benefited from Taff’s membership programmes?
Fashion businesses take a lot of drive and passion to succeed. An organization like Taff is vital in promoting Singapore as a fashion capital in terms of the creation of fashion, not only as a place consuming fashion. With access to wider industry intelligence and global trade opportunities it will be vital to Attaby’s expansion as a brand.
Do visit Attaby‘s website to view her latest collection!