Breaking the rules
FASHION EXPERIMENTS
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