April 2010: THE SOCIAL CODE
SHOP TO WATCH: STYLESOFIA.COM
The Joyce brothers once said, “Credit buying is much like being drunk. The buzz happens immediately and gives you a lift. The hangover comes the day after.” They obviously weren’t referring to Stylesofia.com, with stylish finds at affordable prices and international shipping to everyone around the globe, it’s shopping without the guilt!
STYLESOFIA.COM, the brain child of Samantha Choong, is a new independent online store that offers amazing high quality, chic garments all at competitive prices. Products on Stylesofia are sourced internationally from aspiring designers and prominent manufacturers, so you can be sure that you’ll have access to a diverse range of fashionable, trendy pieces that you wont be able to find in local stores.
I love the concept of Stylesofia, a small growing community that embraces fashion and real style. Stylesofia has quickly become one of my favorite online shops, not only because every single garment is a perfect juxtaposition with the next; fanciful lace skirts can be teamed with studded tops and quirky rompers matched with structured blazers. Also because Stylesofia is more focused on embracing individual style rather than the concept of mass production and selling.
I was lucky enough to ask founder, Samantha a few questions about Stylesofia, her inspirations and her future goals for the boutique.
1. What motivated you to start an online boutique? What were some of the key stages of the initial start up process?
Well I’ve been an avid online shopper & as much as I believe in investing in that statement jacket and signature bag, i also strongly believe that fashion should be accessible to everyone. Hence i came up with STYLESOFIA to offer a smarter, more accessible way to style. Exclusivity is indeed a luxury, but i also feel that a tighter wallet makes one a smarter shopper.
I began with a lot of research & my experience in fashion prior to this has assisted me in understanding the fashion retail industry. I had to know as much as i could about managing a website and building proper marketing plans, not forgetting spotting and reading up on the latest in fashion - via blogs, online fashion sites and of course Vogue.
2. Who/What influences your style, what you look for when purchasing products for stylesofia?
There is inspiration in everything you see. I love bare minimalism as much as i love print - like how i love designers Jen Kao & Alexander Wang as much as Giambattista Valli and Comme des Garcons. I am in love with Hanelli Mustaparta and street style during fashion week - Paris especially. All these elements has fueled my personal style and helped me to continuously improve my sourcing process for STYLESOFIA.
3. Your pick for the must have item for this season?
I would say lightly washed denims and pieces in soft nude-pink tones. This season is perfect for beautiful drape-work and soft, flowy fabric with a hint of structure. I like juxtaposition, for example wearing feminine dusty-pink shades with metal studs. It’s a nice, mild transition from last season’s edgy collections.
4. What are you future goals? Where do you see yourself in 5 years?
I hope to really expand STYLESOFIA across more borders and contribute to the sustainable fashion industry. We are planning to include French translations on our site & work on a collection that would be ethical and sustainable to the very least. In the meantime, we do all we can by working with & supporting eco-friendly / ethical labels like KAYU. There is just so much going on in the world today that makes these very facts hard to ignore; we need to be conscious and aware of how we do things whether in production or fabric selection.
We’re also planning on more future collaborations with up and coming designers and key style bloggers - these are the ones who make fashion fun, full of excitement and zest. Do stay tuned!
Here are my picks from STYLESOFIA.COM
Andy Checkered Shirt
Another Military Jacket
Cream Weekend shorts
Diane tulle cocktail dress
Alexander Armour Sweater
Gem Pigment Bodycon Skirt
Layered Asymmetrical Peplum Dress
Pleated strapless romper
Rosie Lace Padded Blazer
Velvet Puff Sleeve Top
Definitely considering the Peplum Dress, it’s the perfect LBD and we all know you can never have too many LBD’s, not to mention the deep U-neck back and the bow has me smitten with the dress. Go on, shop stylesofia.
March 2010: Helsinki Vintage via ylex.yle.fi.
Full article here.
TINE.
Q: What attracts you the most about vintage ?
I am fascinated about the union of old and new, hence i often combine my vintage pieces with newer additions i have. Some are expensive and some cheaper, and they must feel good to me. Clothing should exude a certain feeling or mood.
Q: How do you shop for vintage?
Via flea markets and individual sellers. I made some interesting discoveries last week! I managed to find and buy some Helmut Lang and Marjan Pejoskin pieces for a great price..
Q: What about online shopping?
You should really visit STYLESOFIA.COM. They offer pieces sourced from all over the world and you'd make some interesting and unique discoveries there.
Q: What advice would you give to beginners about searching for the perfect piece?
I actually think the cut is firstly important, and then comes color. Never buy anything that isn't well made.
End of mini interview
So that was it. We hope you enjoyed this feature and thank you Tine for mentioning us!
xxx
