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The designer womenswear brand Whole9Yards was founded by Widelia LIU in Singapore in 2014 and has offices in Paris and Shanghai. Whole9Yards comes from the American saying “do their best†and also represents the pursuit of ultimate brand spirit. The brand uses lace as the main material, cleverly combined with lace, embroidery, jacquard, stitching and other techniques to strengthen the feminine characteristics. What is particularly noteworthy is that Whole9Yards will also add a variety of elements such as denim tannins, sports suits, tweeds, and metals to the vibrant lace DNA every season - breaking the inherent concept of lace and making lace as modern Women are generally soft and soft, delicate and gentle. Whole9Yards hopes to create an “unconventional femininity†of true meaning and strength with unusual deductions that will awaken women’s awareness of their own consciousness, find inner strength, and live gracefully and steadfastly.
DESIGN TEAM
Creative Director Daniel Ngoo (left)
Design Director Valerie Chan (right)
Whole9Yards' design team is led by creative director Daniel Ngoo and design director Valerie Chan. Daniel was interviewed and reported by international fashion media. Prior to joining Whole9Yards, he worked for FJ Benjamin Group brand Raoul and Singapore wedding brand LeGrand. Valerie, Brand Design Director, graduated from the Lasalle School of Design in Singapore and won a number of scholarships for his outstanding design. He was also recommended by the college to participate in the LVMH Design Competition. His designs have been published in magazines such as Juice Magazine and Couture Trooper.
AW2017 CAMPAIGN
SS2018CAMPAIGN
SS2018 LOOKBOOK
AW2018 INSPIRATION
This season was inspired by the abstract expressionism master Jacklson Pollock and the popular punk culture of the 70s. It incorporated Pollock's artistic style and diversified punk ideology into the inspiration, and refined and redefined the true meaning and strength of the “non-traditional femininity†through female perspectives.
Through this season, Whole9Yards hopes that contemporary women will not be constrained by the rules, have their own dress ideas, and dare to try various styles of mashups. Just like the muse of Whole9Yards, Muse is free and independent, and it is fascinating to become a focal point in the crowd with its unique dress.
Shaoxing Yingcheng Textile Co.,Ltd , https://www.sxyingcheng.com