An interview with Claire Chahil from Attaby about her newest initiative The Attaby Collective.
Singapore is a country of frequent boutique fairs, markets and pop-ups where there is a wealth of talent and plenty of opportunity to get your hands on unique pieces. But how do you get up close and personal with some of these great labels without having to battle the crowds? The latest pop-up to hit the scene is The Attaby Collective, a personally curated selection of small, independent labels who work collaboratively together to allow you the time and space to really get to know their brands.
Starting on Saturday, 7th of May, The Attaby Collective (series 1) has been hand picked by Claire Chahil, Founder and Creative Director of Attaby. It only opens for a month and features a thoughtfully curated selection of the best labels in Singapore. This means, you will have the ease and comfort of shopping without the crowds, meet some of the designers and speak to the distributors and makers of these few brands.
Location-wise, this first pop-up could not be in a more intriguing neighborhood. The backdrop of Haji lane is inspiration to many artists and photographers so it is only right that The Attaby Collective makes its debut here. Up on the second story at 76 Haji Lane, you will find the first collective to be a focus on life in the tropics.
Ordinary People were pleased to talk to Claire from Attaby about her new iniative and her own collection.
What made you think of bringing together a smaller collective?
For me the initiative is about creating a group of like minded independents with complimentary product sets. Bringing them together in one considered space provides customers with an opportunity to discover these brands and their designs in a calm and creative environment.
How did you find the labels in this Collective?
As an ex-fashion buyer I am always on the hunt for brands that I find exciting and collect name cards as I move through life! Exciting brands for me are those who are creating products with a real eye for detail and a concern for exceeding customers expectations with their creations. After all, we are designing objects that fill peoples spaces and lives.
What excites you the most about this new initiative The Attaby Collective?
I have organized a few pop ups and product launches in my time but this is where I get to present my proposition in a beautiful retail space in an area of Singapore that I love and find inspiring.
Where would you like to take this concept?
I have an ultimate plan which is to be revealed at a later date but for now I am concerned with thrilling customers who come to the pop up and providing a forum for the brands involved to continue their growth.
Moving on the your own collection, Attaby is already well known, with a loyal following of repeat purchasers. How did you start with Attaby?
I started by designing a capsule collection of everyday pieces that could stand up to the climate of Singapore following my move here in 2012. I found that the customer here was not being catered to by the global brands and the ethos behind Attaby and what it would mean for women who live the summer climate throughout the year was borne.
What inspires you when designing for women in Singapore?
Travelling in the region in certainly very inspirational and I always indulge in looking at fabrics, colours, traditional dress and what people are wearing when I travel. I also talk to customers frequently to perfect my cuts and designs.
What is the Attaby Collection about this season?
I am actually moving away from defined collections, defying the traditional fashion calendar by aligning with the needs of my customers. Women want new options throughout the year at a steady pace and so I will be designing and bringing new styles on board continuously. The pieces are always concerned with dressing women for a city chic meets resort lifestyle.
What would you say to anyone wanting to start their own fashion label?
Make what you love and let your customers and creativity guide you. You have to really believe in your product to stand out from the crowd and thrill your customers.
You can see the following vendors at:
The Attaby Collective
from the 7th of May to the 4th of June
76 Haji Lane – Level 2, entry through Mondays Off
We will be featuring each of these labels on Ordinary People in the next few weeks and we’re looking forward to talking to each of them about their concept and how they all got started.
- Madie Moo – A range of unique, fun and just plain adorable clothing for little girls and boys.
- Frankitas – Bags and purses made from traditional ethnic textiles that are rich in heritage and history.
- Bo-Ya Creations – Turkish towels which can be a beach towel, bath towel, picnic blanket, sarong, tablecloth, sofa cover, bed throw…
- Cote + Badt – Spanish espadrilles designed and crafted using jute and other natural materials since 1845.
- Maissone – A one-stop-shop of unique and beautiful bed linen and exquisite homeware.
- Maison by Amanda Dyer – A range of the finest quality scented candles.
- Floral Kokora – A modern-day dryflowers concept store, exploring the undeclared beauty of naturally dried flowers from all over the world. (their story to come on Ordinary People soon!)
- Oh and this just in – A Helping Hand – the fabulous new cookbook full of Asian and Western recipes written in English and Tagalog.
For more information on The Attaby Collective and Attaby: