20 FASHION theSun ON WEDNESDAY | NOVEMBER 24, 2010 Stylish masculinity FINDING IT hard to locate stylish mens- craftsmanship and target audience the wear at shopping malls? You can now make shirts are tailored for. your way to Bonia’s newly unveiled pre- Targetting aspiring entrepreneurs and mium label, Nero. Italian for black, the professionals, the collection features collection – a significant leap from their simple yet stylish tailoring. Single-needle essential Red and Silver Labels, easily ex- tailoring and split back yoke are noticeable tends from casual to formal evening wear while quality high thread count European with its elegant, body-skimming cuts, fabric results in comfortable shirts that are bringing Bonia into the next foray in men’s smooth and easy to iron. fashion. Also present at the launch were Bonia According to David Chiang, Executive Corporation Berhad business development Director of Galaxy Hallmark Sdn Bhd, Nero general manager Geoffroy de Drouas and Into fashion ... (from left) David Chiang, was chosen because black symbolises fashion consultant Peter Lum. - Soo Wern Peter Lum and Geoffroy de Drouas. prestige which is reflective of the quality, Jun Google Boutiques. SAIFUL HIZAM MANSOR/THESUN British actress leads the way BRITISH actress Carey Mulligan, whose ladylike vintage style has won her accolades from fashion editors and fans alike, curates the number one virtual store on Google’s newly minted Boutiques.com. Mulligan, who boasts a whopping 824 (From left) Kang followers, is among the many trendsetters who Chin Chin wears have already opened up a virtual clothing stores a Karen Millen on Boutiques.com, despite it being launched jsut dress, a model last week. wears a BCBG To date, 34 celebrities, 58 designers, 28 Max Azria dress retailers, and 13 fashion bloggers, and hundreds of and Kang shows everyday Web users, have already set up their off a ASOS wool own e-boutiques on the behemoth online search biker jacket. engine’s new retail platform. Via Boutiques.com, online shoppers can click through the e-boutiques of these celebrity tastemakers, as well as those of friends and other Web users, in order to emulate a wardrobe they covet. Boutiques.com uses computer vision and machine learning technologies to match a woman’s tastes with clothing items. Other celebrities who have amassed a strong following for their Google Boutiques include The even if it means that I have to pay a little City reality star Olivia Palmero (745 followers), A taste of more. However, I don’t chase after the latest designer trends but it’s the good designs, cut, texture and body which I admire,” added Kang. With a growing collection of brands the American actress and designer Mary-Kate Olsen (615 followers), and her equally stylish twin sister Ashley Olsen (605 followers). Diane von Furstenberg curates the most luxury popular designer Google Boutique with 435 available at the e-boutique, Kang has spread followers, beating out Marchesa (300 followers), her focus from offering above average Free People (255 followers) and Oscar de La labels such as Victoria Secret, Zara, Renta (200 followers). Massimo Dutti, H&M, ASOS, G-Star Jane of Sea of Shoes has the most-visited to high-end labels including BCBG Google Boutique among her fellow style bloggers Max Azria, Marc Jacobs, Kate Spade, (400 followers). Other top-ranked e-stores run Elizabeth and James, Robert Rodriguez by style bloggers include that of Rumi Neely and Helmut Lang. (293) and Alix of the Cherry Blossom (259). > You too can look chic in designer wear “One of my favourites is Karen Boutiques.com is currently only available in Millen. I feel that the elegance and the US and is limited to women’s fashion. It BY SOO WERN JUN recently embarked on a volume of the pieces in the collections mimics other online platforms that allow Web search for affordable are absolutely fabulous. Although the users to open e-boutiques, including the virtual WHEN we were young, it didn’t bother us designer labels and is cuts are usually quite standard, they are fashion community Polyvore, the Web search what our parents wanted us to wear since we today running an e- always elegant. This is one of the labels engine ShopStyle, and the US e-tailer Revolve. were still at an experimental stage in our boutique making which I am consistently updating for - AFP Relaxnews lives. Even if we do pick up something of our available designer shoppers who love Karen Millen,” own choice at times, it is part of a discovery pieces from expressed Kang. Top five Google Boutiques (in terms of process since we are still in search of what international fashion When luxuries like these go for such followers): suits us the most. Also, since we have not markets. affordable prices, questions arise if they 1. Carey Mulligan (824 followers) entered the working world, it is either we Initially starting are authentic pieces? Yes, designer pieces 2. Olivia Palmero (745 followers) stinge on everything else except clothing or with a blogshop which are available at THESUT Premium 3. Mary-Kate Olsen (615 followers) what most of us would do, settle for cheaper named thesut. are imported directly from trusted 4. Ashley Olsen (605 followers) alternatives that some have tagged under the blogspot.com (Stylish suppliers from overseas. 5. Nicole Richie (596 followers) “disposable fashion” category. Urban Trendsetter), “I have friends situated at different However, as we grow up and are exposed Kang was only testing locations in the US and the UK who help me http://www.boutiques.com/ to more variety in the ever evolving fashion the market with with importing the items. Occasionally world, our taste for fashion changes various labels which items could be taxed, but the taxes are according to trends and the most current are less accessible to covered by THESUT, while shipping costs updates. Especially when we are earning a the local market. are included in price of items available on decent salary, our buying power increases Through the blogshop, the e-boutique,” added Kang. and hence, our taste for clothing and all Kang was able to Having positioned THESUT as a things fashionable takes on a different identify who her target trendsetting e-boutique, Kang has plans to course. For some, shopping for clothes audience were and what expand it into a fashion hub for people to buy would just be another chore while for others, labels should be given assorted labels at affordable prices. Getting as they mature, they could afford more more emphasis. As her more brands is definitely Kang’s next expensive things but they still want business stabilised with a expansion step while bringing in a bag fashionable clothing which are longer wider customer database, collection is also in the pipeline. lasting. Kang shifted to a new “Right now there are no plans to open a “When I was younger, I never used to address (www.thesut. boutique. I am taking THESUT to an look at clothing beyond my spending power. com) when she international level and I want to achieve a Most of us during our early 20s would go for discovered that there was a demand for breakthrough in this online business of clothing which are stylish but not necessarily premium designer items. mine,” added Kang. with superb quality. It was the look which “Instead of just buying fashionable items Prices for international labels range from Carey Mulligan curates the No. 1 mattered more. Well, at least for me,” like before, I am now more focused on RM15 to RM290 while THESUT PREMIUM Google Boutique. explains Kang Chin Chin, 29, who has getting stuff with better quality materials retails from RM290 to RM470.