AIJEK

Asia Dreams - - THE JOYS OF SHOPPING: JAKARTA -

Sin­ga­pore-born Danelle Woo de­vel­oped an in­ter­est in fash­ion when she was a lit­tle girl, cut­ting up her mother's jeans to be sewn into a jacket and re­work­ing her school bag in­side out. It was dur­ing a stint at POIS – a multi-la­bel chain in Sin­ga­pore that stocks top-tiered high­fash­ion Euro­pean la­bels – that Danelle fully re­alised her pas­sion and de­cided to leave her po­si­tion as the di­rec­tor of a PR agency and start Aijek from her home stu­dio.

Fo­cus­ing on modern fem­i­nine sil­hou­ettes and us­ing nat­u­ral sus­tain­able fi­bres and fab­rics like silk and cot­ton have re­sulted in time­less easy-to-wear pieces. Danelle wanted to cre­ate con­vert­ible cre­ative de­signs that al­low the wearer mul­ti­ple ways of styling, and she has suc­ceeded at that. Aijek made a name for it­self when it was an­nounced as the win­ner of Fash­ion Fu­tures 2.0 – an ini­tia­tive cre­ated by Sin­ga­pore Fash­ion Week in part­ner­ship with the Coun­cil of Fash­ion De­sign­ers in Amer­ica.

Danelle Woo

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