Break­ing the rules

New Straits Times - - Flair -


Jo loves to ex­per­i­ment and plays with fab­rics and ac­ces­sory de­tail­ing, with high col­lar and plung­ing neck­lines as the de­sign’s sig­na­ture el­e­ments. “The cut is very struc­tured and I love to ex­per­i­ment with fab­rics. For in­stance, I use tetra rayon that is nor­mally used for suits, for daily top or a dress.

“In last year’s Au­tumn/Win­ter col­lec­tion, I used neo­prene, of­ten used in scuba div­ing suits, for out­er­wear with 100 per cent English wool as the lin­ing. For this year’s Au­tumn/Win­ter pieces, I use cor­duroy for jack­ets with ex­pen­sive down as lin­ing.”

With re­gards to ac­ces­sory de­tail­ing, Jo re­places but­tons with buckles and fea­tures el­e­ments such as quilt­ing and pip­ing. The shirts, for in­stance, come without but­ton cuffs but stretched or ribbed cuffs.

“I will not put studs to make a de­sign look punk. For me, the buckle on the high col­lar or the ribbed cuffs and var­i­ous de­tail­ing are enough as ac­ces­sories or to cre­ate that fash­ion state­ment.”

“And the de­signs are also ver­sa­tile and flex­i­ble. You can wear a Jo Disaya dress with run­ners or a bomber jacket paired with pen­cil skirt,” she says.

“Some peo­ple may not ac­cept the ideas, es­pe­cially when it comes to us­ing fab­rics for un­ortho­dox use. But, that makes the de­signs unique and orig­i­nal. That’s the beauty of it,” she says.

The fresh la­bel be­lieves in equal­ity and in­di­vid­u­al­ity; The la­bel em­pha­sises ac­ces­sory de­tail­ing and unique needle­work in ev­ery piece. LIV­ING THE DREAM

In 2016, Jo won the Jimmy Choo Award for Next De­signer Of The Year at the Mercedes Benz Stylo Asia Fash­ion Week. Early this year, she was awarded with Most Promis­ing De­signer Award at the same event.

“It hap­pened quite fast but it’s just part of the jour­ney. The recog­ni­tion gives the brand more weight,” says Jo.

“Af­ter my first show in 2015, there were buy­ers who were scep­ti­cal, thinking that my brand is a one-hit-won­der. But I be­lieve the awards have proven oth­er­wise,” she adds.

Jo says she is liv­ing her dream be­cause she has turned her pas­sion into a ca­reer. As for the fu­ture, she dreams of ex­pand­ing her busi­ness to shoes and ac­ces­sories and turn­ing her la­bel into a house­hold brand.

“I think I’ve achieved 30 per cent of my The la­bel fo­cuses on de­fined sil­hou­ettes with at­ten­tion to ac­ces­sory de­tail­ing and fab­ri­ca­tion. dream be­cause I’m do­ing what I’m pas­sion­ate about. But, my ul­ti­mate dream is to make Jo Disaya a house­hold brand. Per­haps like Louis Vuit­ton, but slightly cheaper.

“I want to make my brand known for its af­ford­able yet recog­nis­able high street, ready-to-wear de­signer pieces that fea­ture noth­ing but unique­ness, elegance and so­phis­ti­ca­tion,” she says.

“I want to give peo­ple that dif­fer­ent look and feel about what they wear or can wear and look good in.

“I al­ways be­lieve, how­ever good or bad you are, or how con­ser­va­tive or mod­ern you are, there is al­ways that lit­tle rebel in you. And Jo Disaya is tai­lored to bring that out,” she says

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