‘Kecil kecil cili padi’: The young Singaporean designing stylish clothes for people who ‘pack a punch’
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'Kecil kecil cili padi': The young Singaporean designing stylish clothes for people who 'pack a punch'
In this calendar week's instalment of Creative Upper-case letter, we meet 25-year-old manner designer Lina Osman, who fuses Malay heritage nuances with modernistic, contemporary blueprint for her characterization LINAOTH.
Fashion designer Lina Osman and her creation. (Photograph: Lina Osman)
xvi Jan 2022 06:07AM (Updated: xvi Jan 2022 06:07AM)
We all know the saying, when life gives you lemons, you brand lemonade. When life throws a pandemic at you just as you are launching your business, you need to pivot, and pin actually smartly. That's what happened with 25-year-old Lina Osman, who was preparing to launch her own fashion line. What was originally a set-to-wear line has now morphed into an occasion wearable brand that fuses Malay heritage nuances with modern, contemporary design.
Hello LINA, WERE YOU ALWAYS INTO Style FROM Young?
My mum told me I have ever loved picking out my own outfits since young. I was also the kind of student who would rush everything else and stay up late but to put 110 per cent effort into my art homework – not a good example but I think it shows how invested I am in all things creative. I've always wanted to be an creative person since young, one who paints and creates conceptual work. But I figured later I could do something similar by using mode every bit a medium.
WHEN DID YOU KNOW You lot WANTED TO BE A DESIGNER?
Dorsum when I was in chief school, there was 'Be Yourself Mean solar day' where everyone came to schoolhouse dressed up as the career of our choice. I wore a pink beret, pink frilly sailor tie T-shirt and floral embroidered jeans. I picked out the outfit myself and labelled it every bit a "fashionista" outfit. I was about 10 at that time and probably didn't quite sympathise what "fashionista" meant but I knew information technology had something to do with wearing apparel and design. I believe I made the decision to be a designer at that moment.
HOW SUPPORTIVE HAS YOUR Family unit BEEN OF YOUR PROFESSION?
Fun fact: My mum dreamt of condign a tailor when she was younger, merely she didn't take the risk to study fashion back then. She's always been very supportive of my career even though it'southward an unusual path.
YOU INTERNED FOR Style DESIGNER MAX TAN AND Then WAS Make AMBASSADOR FOR HIM. WHAT HAVE YOU LEARNT FROM TAN THAT You WANT TO Use TO YOUR Own CAREER?
I did and that was about six years ago. I've always been in awe of his thought process backside a collection. To me, I recall that is the part customers or the public don't ever see only it is, without a doubt, a very of import function behind a collection. Autonomously from that, Max actually prioritised quality finishing, regardless of how minimal or complex the finished product is. That is something that has subconsciously stayed with me, even 6 years later. For all my custom orders, I always strive for the best and about seamless finishing, fifty-fifty if it takes more time and attempt.
TELL ME Most YOUR OWN LABEL.
LINAOTH is an occasion clothing characterization. As of at present, I only accept custom orders but am branching out to other lines. Our designs have e'er been a seamless marriage between make clean silhouettes and unexpected elements of romance. Traditional couture details such as heavy beadwork are eschewed in favour of quiet luxury and fine attending to details. There are no hiding flaws in uncomplicated clothes, which makes unproblematic clothes difficult to reach. As for LINAOTH Custom, it is a sincere, warm and personal experience between the client, designer and artisans.
HOW DID THE PANDEMIC AFFECT YOUR BUSINESS?
I launched a ready-to-wear Eid collection in 2022 to exam the marketplace. The original plan was to go on working closely with a modest team of tailors in Indonesia to produce seasonal ready-to-article of clothing pieces for the adjacent few years. However, the pandemic and travel situation delayed the plan which made me change my brand'south direction.
WHO DO YOU Blueprint FOR? WHAT KIND OF CUSTOMER Practise Yous Take IN Heed WHEN YOU ARE DESIGNING?
The message I try to deliver in my clothes has e'er a balance between boldness and softness. A bold look is not just about beingness or looking strong, but it can too have elements of tenderness and romance.
There's this saying in the Malay language "kecil kecil cili padi" (translates to small like bird'due south eye chilies) which I recollect nigh every at present and then. It means someone who is really unassuming but packs a punch. I retrieve that is the kind of person I design for. She'southward confident and daring yet there'due south this beautiful strength in her softness that shines the nigh.
WHAT HAS BEEN THE HARDEST PART OF STARTING YOUR Ain Business organization?
I recall one of the hardest part is figuring out how much my craft is worth and sticking with information technology. Some of the customers are unaware of the hours and effort that goes backside a custom order, particularly one with an experimental cut or unique pattern.
Other than the construction and workmanship, it is too very challenging to combine my artistic flair with another individual'south personal style, which is different every fourth dimension. I work towards making the outcome unique so that's where the value is. Some info about the custom process: For my custom orders, it begins with an initial consultation with my client. I'll ask them to share about themselves, starting with their personal style, how they desire to expect like on the event day – for case a wedding or presentation twenty-four hour period – equally well as favourite features to highlight, favourite outfit and more.
WHO OR WHAT INSPIRES YOU?
When it comes to designing, nigh of the concept naturally comes from the conversations I have with my loved ones, especially with my mum. I also draw inspirations from the brands I beloved and my ain wardrobe.
Recently, I've been obsessed with looking at vintage tailored and second-hand pieces on Carousell. I think some of the pieces have been fabricated past local tailors, and they depict the style and fashion of the 80s and 90s. I am very inspired past the unique and sometimes bold fabric pairings.
Exercise Yous Feel LOCAL CONSUMERS Adopt TO Buy FOREIGN LABELS OR SUPPORT LOCAL?
I think there's a growing puddle of people who capeesh and are willing to invest in local designer brands.
Exercise Y'all Feel THAT THERE ARE Certain LOCAL AESTHETICS IN Design AND FASHION THAT YOU ARE Likewise TAPPING INTO?
I'one thousand non too sure about "local aesthetics" considering my approach in design has e'er been conceptual. I design whatever I desire to and non based on a trend or colour palette that is already trendy amongst the local consumers.
I LOVE THAT SOME OF THE DRESSES I HAVE SEEN IN YOUR INSTAGRAM FEED ARE ROOTED IN LOCAL TRADITIONS OR Civilization. Practise YOU Feel It IS Important TO REFLECT YOUR ROOTS IN YOUR WORK?
I think it is of import, but it is not a priority. Actually information technology all depends on the collection and occasions. For example, for Hari Raya collections, I'll ever prioritise modesty and draw inspiration from traditional clothes like baju kurung and kebaya in my structure. These are expressed in terms of fabrication and the blueprint-making techniques.
WHAT IS THE DREAM FOR LINAOTH?
The dream is for LINAOTH to exist a luxury occasion wear label. Nether the aforementioned house label, I'm branching out to a demi-custom line where customers can order my designs for weddings, events and special occasions. I am hoping to launch this past February or March. There'll also be Asian-influenced designs for RTW collections like Chinese New year and Hari Raya, which I hope to launch in March. Lastly, LINAOTH Customisation will remain as an sectional pick where possibilities are endless.
The ultimate dream is for the brand to pause into the international market and go sold on major multi-characterization stores like Net-A-Porter. I recall it's going to be a long journeying just hopefully, one day, I will get there.
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