Friday, 15 April 2016

ER Couture Part 3

How would you describe the changes in your own style having lived in Vietnam for nearly ten years?
What one creates should always be relevant and reflect the here and now. It being in Vietnam or anywhere else. I have reflected upon the typical schooling where it's all about being evolutionary in terms of design to be more focused on women, our needs and our typical body-consciousness.

All women want to be taller, thinner and look sophisticated without feeling restricted. This leads me back to the beginning of the interview pointing towards the silhouettes--what you see when you don’t see it. ER Couture creates collections that cater to women who are not necessary fashion model size. We focus more on draped dresses and tops that skim the female figure.

The mission of ER Couture is to give women garments that make her feel comfortable and unique by collections, which combine different design elements in a way that redefines femininity. Durability and quality are the most primary features of our design; these are reflected in our fabrics, exquisite workmanship and attention to detail.

“Clothes are like your second skin, make sure they let you breathe.”

Saturday, 30 January 2016

ER Couture Part 2

What Asian influences do you place in your designs?
Our logo is a balanced knot that captures ER Couture’s structure and sophistication. This is a centerpiece in our design that is known as our signature. You can see this incorporated on the black silk top with a cut-out back detail.

I have lived in Asia for more than 10 years so it's hard for me to take a step back and say I am clearly influenced by Asia in this way... It's not because I strive to incorporate an Asian influence in my design, but my design very personal, therefore reflects my everyday life.

Our signature three-dimensional, hand-sewn, fabric manipulation looks like a braid. This detail is seen as an Asian twist and is clearly our design DNA.

What’s the difference in attitude towards fashion that you see between now and when ER Couture opened its doors?
I think Vietnamese are becoming more aware of quality and want garments that are not copies made by tailors. They are now more interested in design and wearing something unique.

Part 3 coming soon...