Digital newcomer: Korean label Londonclou:d is now one click away

Frills and thrills

Digital newcomer: Korean label Londonclou:d is now one click away
What do you get when you fuse Korean whim and British sensibility? You get Londonclou:d

Heads up: One of Korea's most loved labels is all set to make its online debut in Singapore. Birthed into being by creative director Lee Soo Hyun three years back, Londonclou:d is the indie womenswear label its country fashionistas are going gaga over, with actresses Yoon Seo and Ha Ji-won among the label's clientele. Londonclou:d has also shown its collections at Seoul Fashion Week since 2015.

Constantly inspired by the ambivalence of a girl's sensitivity, it doesn't take much wondering that Soo Hyun's work has a certain je ne sais quoi of a whimsical transverse dimension — a world where nothing ever goes wrong. Take the label's fall/winter 2016 collection for example: Layers of pleats, frills and thrills in a palette of bubbly pastel hues, all in canonical British delicacy. Case in point? That plush bomber jacket in the softest grey thrown over a blush pink tiered dress. Curated by e-tailer Society A, ready your clicking fingers for a spree on weather-appropriate fall/winter bests from Londonclou:d.

Londonclou:d fall/winter 2016 collection is available at Society A on 20 October. Society A showroom is located at 452 Race Course Rd, Level 2. To book an appointment, call 6570 0177.

Text: Bianca Husodo

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