Singaporean blog-turned-brand Exhibit
is a case in point. Launched in 2010 as a
multi-label store, it has since evolved into a
full-fledged label with complete collections
designed in-house to “fill a gap in the market,”
says founder Yoyo Cao (Instagram followers:
266,000).
“When I started Exhibit, there weren’t
many avenues for interesting, unique pieces
[in Singapore] at an affordable price point.
I started curating labels from all over Asia
and then, in 2014, launched my own brand. I
design with my followers in mind, and get to
interact with them first-hand. I approach my
collections from a shopper’s point of view—I
like to mix high-end brands with high-street
ones, and my audience does the same.”
It is a similar story for Attico, which
was founded by street-style stars Giorgia
Tordini and Gilda Ambrosio. Both women
have a background in fashion design and
consultation but rose to fame through
social media. “People buy Attico because it’s
something different,” they say. “It’s elegant
but casual, easy to wear but with a high-
fashion effect.”
And, unlike many established brands, they
sell their wares at a price point that is hefty
but not prohibitive—and online retailers
clearly think they have spotted a hole in the
market. Ever since Net-a-Porter first debuted
Attico, its rivals Farfetch, Moda Operandi,
Browns Fashion and Matches Fashion have
all started carrying the label. “Attico has been
very well received by our customers,” says Ida
Petersson of Browns Fashion. “Giorgia and
Gilda are both great examples of influencers
that can capture an audience.”
But have we got to the point where social-
media appeal is all influencers need to become
successful designers? And if so, what does that
mean for the future of fashion?
“No,” Net-A-Porter’s Lisa Aiken replies,
simply. “It’s still always about the design
and, ultimately for the customer, about the
SINGAPORE SLING
From top: Yoyo Cao, more commonly known
by her Instagram handle @yoyokulala, is the
founder of Exhibit; a look from Exhibit’s Autumn/
Winter 2017 collection
PHOTOGRAPHY: JASON LLOYD-EVANS (STREET STYLE); ALEXA CHUNG (COURTESY OF NET-A-PORTER)70 hong kong tatler fashion. september 2017