The award-winning designer opens her first store at Orchard Central.
At the heart of the second floor of Orchard Central lies the glass gem that is Sabrina Goh’s spanking new store.
Goh, one of Singapore’s edgiest fashion designers, launched her store and her Spring 2011 collection on Jan. 27. Loyal customers, as well as fashion stylists, writers and photographers, flocked to the chic, minimalist cube for the opening. Goh invested her savings and her revenues from the last two years—plus the S$50,000 funding her label received from the SPRING Singapore YES! fund—into the 936 sq ft store.
“It is good for me to have my own store because I can interact with customers directly and meet their needs,” explained the petite designer, clad in a black jumpsuit and her hair a striking asymmetric bob. “Besides that, the business is also able to mature as supplying a store is very different from selling on a consignment basis.”
Having a store is a coup for Goh, but it is her Spring 2011 collection that’s drawing the buyers. The range is exciting and unexpected: She has a multi-way dress that can be worn three different ways, each as interesting and feminine as the next. Another element in the collection is the zebra—Goh has incorporated this in the form zebra prints (black on white, white on black) and one pretty frock printed with hundreds of miniature zebras. “Zebras have stripes so that they are able to hide from predators—that’s why I chose zebra prints because they fit into the camouflage concept, which is my theme for Spring.”
“This collection is doing well,” said Jason Foo, Goh’s business partner. “Many of our customers are office women, and this collection will take you from work to dinner.”
Goh, 26, is one of Singapore’s rising designers. Her designs are routinely featured in the island’s top fashion magazines. Her accolades include being a Singapore Young Designer finalist in 2006 and 2007, interning as a stylist at MediaCorp, sharing the runway with labels like Vivienne Westwood at Audi Fashion Festival and being showcased by British fashion store Not Just A Label. She will be showing her men’s line at the upcoming Men’s Fashion Week 2011.
Photographer Sazeli Jalal, who has shot all of Goh’s campaigns from the start, loves her work. “Some of Sabrina’s designs can be worn whether you’re a man or a woman.” He bought one of her shirts—from her women’s range—because it was a good fit.
Businesswoman Paullyn Ong has been a Sabrina Goh customer for a year. At the launch, she bought a black top. “I wanted to buy more but there were no sizes left! This collection sold out fast,” she commented. “Sabrina’s designs are unique and avant-garde—and most importantly I look slim in them! The materials she uses are very comfortable, and the cut is always flattering. Most of her pieces can be worn in many styles—she is very creative.”
For her talents, Goh gives her Maker the glory. “God always gives me strength and creativity whenever I’m developing designs. I thank Him for giving me ideas to make many dresses which able to transform into different styles.”
With her new store, Goh looks set to pursue her goal of international success. She will be focusing on overseas fashion trade shows to expand her business later in the year.
181 Orchard Road, #02-11/12
+65 6634 2201