Sabrina Goh, designer of hot label ELOHIM has had the honor of being listed on avant garde London fashion directory Not Just A Label. Plus, one of her designs is currently selling on Not Just A Label’s online store.
Malaysia-born, Singapore-schooled Goh launched her line at Audi Fashion Festival in May this year, to great acclaim. She has been hailed one of the most promising young designers in Singapore today, alongside brands like Reckless Erika.
Amanda Lepore is a popular nightlife hostess in New York City who is a well-known style icon and face for M.A.C cosmetics.
For Goh, this is strong confirmation that her designs have appeal beyond local shores. “I’m most honored to be picked by NJAL — they are so well-known in Europe,” she says. “We designers always want to be adventurous and daring, but ‘cutting edge’ or ‘avant garde’ designs just don’t work in Singapore most of the time, I’m sad to say. So that this opportunity has come up is perfect for me — I am able to create something outrageous for outrageous people in a different market!”
ELOHIM is one of over 50 international labels to sell on the NJAL store this season. The piece selected is Goh’s tailored buckle vest. It is currently available on the site.
“Not Just A Label (NJAL) is an online directory for designers and artists,” explains Goh. “I joined their designer listing a few months ago, and uploaded my collection and details on the NJAL website. NJAL sends a ‘blackboard’ message to all designers listed in their website, and the site’s host for August, Amanda Lepore, picked my design to sell on their online store.”
Getting one piece in is just the start, Goh hopes. “I am about to release my Spring/Summer 2010 Collection — in October 2009 — and hopefully, the people at Not Just A Label and other retailers will love the designs and pick them to sell at their stores! And it’s not just overseas I am looking at — I also hope to grow locally.”
But right now it seems that fashionistas across the globe are picking ELOHIM faster than Singaporeans can say “F1”. Even as you are reading this, Goh already has a second deal — this time in the US. “Yes we will also be selling pieces on Pixiemarket, a New York-based fashion store. The designs will be up soon online at www.pixiemarket.com, as well as their stand-alone store.”
Read more about Sabrina Goh and view her designs at www.sabrinagoh.com
