Yours Is The Multi-Label Store Championing China's Emerging Labels
Situated in the trendy enclave of Tiong Bahru, this multi-label store will keep you abreast of China's impressive fashion scene with its curation of up-and-coming labels.
If your knowledge of the burgeoning Chinese fashion scene is limited, a new-to-town store is hoping to change all that. Enter Yours, a company first founded in 2020 as an online platform to introduce more contemporary and independent China-based brands to Singapore, and giving Chinese designs the exposure they need in the local market.
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This month, the company just opened its first brick-and-mortar store – a conceptual space at 275A Outram Road in the trendy neighbourhood of Tiong Bahru.
The sleek Mod-meets-Brutalist space houses at least 20 independent Chinese labels designing ready-to-wear and accessories, including the Bauhaus-informed Roderic Wong and the sustainable label Chengguang Wang.
Yours opened its first standalone boutique in a shophouse along Outram Road, bringing in new designs every fortnight.
"We felt it was very important to invite our customers into our space. We truly believe that quality goods should be experienced, tried on and felt to understand their value. I think this is the true essence of fashion," says co-founder Chen, who prefers to be known by her last name.
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The 27-year-old Chen, who hails originally from China's Guangdong province and is , co-founded the label together with her China-based stylist friend. While Chen herself does not have a background in fashion, she has always been keen to dip her toes into the industry.
Yours plan to hold event pop-ups and collaborate with local brands and artists, to foster a community of like-minded individuals and bring in new products.
Having lived in China led Chen to develop a keen appreciation for its fashion scene, having had travelled to fashion-centric cities like Beijing, Shanghai and Shenzhen.
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“With Yours, we hope to promote indie Chinese designers and showcase their innovation and creativity,” says Chen. “In the long term, we also envision that this oriental style will reach a wider audience, hopefully on a global scale.”
Ahead, she tells us more about her vision she has for Yours.
You've described Yours as a brand that looks to promote "oriental" designs. How exactly do you go about achieving this vision?
"Other than opening this experiential concept store and providing a leeway for niche Chinese designers to enter the Singaporean market, we plan to hold more in-person events. When the pandemic gets better, we are looking to invite the Chinese designers themselves to interact with their customers.
We also plan to elevate the shopping experience and cultivate a more inclusive community of shoppers and buyers. To do this, we are looking to hold more face-to-face events to reshape the stereotypical mindset that some people have of 'Made in China' clothing. We want to highlight the intricate craftsmanship and quality behind the clothing and designs we have brought in."
Why the focus on Chinese designs? Do you find there’s a gap in the market?
"I love that oriental designs really emphasise the storytelling aspects and Chinese history. Not many brands bring in oriental designs, for fear of them looking too traditional or old-fashioned. But traditional Chinese elements in clothing can be quirky and fun, if done right."
How do the labels you carry appeal to a shopper of contemporary fashion?
"We like to source from China-based designers with an overseas background, as their work usually reflects a mix of eastern/western education and cultural experiences. We find that such designers have a vibrant style and are brimming with talent, as they play around creatively with Chinese
elements. With overseas exposure, there is also less cultural constraint, enabling them to generate bolder ideas and designs."
Describe the store's physical space.
"The Yours team has played a vital role in the interior design of the store, having been very engaged from the beginning. Our concept integrates many local characteristics and Chinese elements, to provide a harmonious design through choice of colours, tiles and even the layout.
With details like curved walkways and fixtures, the idea is to make every customer of Yours feel refreshed when they step into the space. One prominent feature is the giant green box installation on the floor, which serves as both a design fixture and clothing display area. There are many other spaces in the store with interesting elements for our customers to discover."
Tell us more about some of the China-based brands and designers you've brought in so far.
"One brand we want to highlight is Shuting Qiu (pictured). The label’s signature feature is the juxtaposition of bright, raucous prints with florals, beaded elements, metallic silk jacquard embroidery and bold plaid and stripes. For her Spring/Summer 2021 collection, designer Qiu Shuting was inspired by the colourful expressionist paintings of Russian artist Natalia Goncharova and her folk costumes, as well as British documentary photographer Martin Parr who is known for his humorous and playful camera language.
Another unique label is Chengguang Wang, founded by namesake designer Wang Chengguang. Garments are made of environmentally-friendly fibre, which feels natural and comfortable. The brand also stands out for its intricate details that are very much in line with an oriental aesthetic. For example, it incorporates embroidery and hand-painted elements in its designs.
There’s also Yuichi Yang, which has succeeded in showing that young women can wear comfortable, casual and loose clothes without compromising on style and ‘girliness’. The label features a lot of bold stitching, colour contrasts and exaggerated cutting, putting an interesting spin on the standard fabric."
What are the Chinese labels on your radar, and why?
"Yuhan Wang (pictured) for its dreamy and graceful aesthetic, and a poetic presentation of feminine charm. You can feel the beauty, romance, softness and delicacy in the designs. Designer Yuhan Wang also explores Asian femininity and its connection with Western culture, integrating her Chinese cultural identity with a modern sensibility.
Another label to know is Soft Mountain. This label is rooted in the unique traditional culture of China's ethnic minorities, partnering with indigenous artisans in the Southwest region. I like the way the brand distinctively showcases the cultural identity of the ethnic minorities, giving tradition a new language and form of expression.
Lastly, there is Kar-Studio. This is a furniture and clothing design studio. Kar is the root of the Sanskrit word ‘karma’, which means rebirth. The brand draws inspiration from both tradition and modernity for its designs − with oriental philosophy at its core."