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Fashion

Hher Is The Newest Singaporean Brand To Keep On Your Radar

Its aim? To dress women in clothes that offer plenty of versatility and incredible mileage.

Every now and then, we’ll come across inspiring stories of individuals who have taken the road less travelled to follow their dreams. Chua Sihui is one of them. The 31-year-old was working at beauty brands such as Lancôme and Parfums Christian Dior when she decided to go back to school to learn the ropes of fashion design and development. “I’ve always desired to work in fashion, and doing something creative and being hands-on,” Chua said of her decision to switch careers. And hher, a four-month-old label that focuses on reinterpreting wardrobe essentials, is the fruit of her labour.

With an interesting moniker that combines the common female pronoun and an alphabet from her own name, Chua’s intention to conceptualise garments that celebrate femininity couldn’t have been more obvious. As such, hher’s debut collection is filled with ruffled blouses, utilitarian skirts and functional dresses that are rooted in classicism, further setting the tone for a label that also emphasises on tailoring and the use of quality materials sourced from Europe, Japan and South Korea. In this interview, Chua shares everything you need to know about, well, hher.

Everything happens for a reason—Chua’s previous stints at beauty brands helped pave the way for her new role.

“From gaining marketing experience to learning about the business like setting sales targets, forecasting of products, negotiating with retailers and buyers, and understanding the retail landscape in Singapore, all of these have informed my process of shaping hher. When I was at Parfums Christian Dior, I worked on fragrances and it was a division that involves a lot of storytelling. I learnt the importance of having a story and a good concept for everything. I’ve also made some great friends along the way, be it influencers, celebrities or makeup artists. Some of them have been very supportive of what I’m doing, and I’m very thankful for that.”