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					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.

				
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