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Talking Adventurous Outfits & Spring Essentials With Zalora’s Head Of Private Label, Rayne Reed

Every day’s a runway for the feisty lady, who lives and breathes fashion

Photos: Zalora

Hi Rayne, what have you been up to lately?

It has been very busy in our Design Studio as we have been chasing the latest trends for our May and June collections.

We are currently obsessed with feminine summer fabrications like gingham, cotton eyelets, mesh, tulle and of course the details of the moment — embroideries and embellishments!

At the same time, we are also busy designing our Autumn/Winter 2017 Collections, with a special focus on special statement pieces and a broad range of prints and colours. We are always looking ahead for what the next, new trend or fashion idea is … and carefully edit and design the ideas that are perfect for our customers in SouthEast Asia, where the sun always shines!

What’s an average day in your life as Zalora’s Head Of Private Label?

I am not sure if there’s an average day in Zalora! Every day brings exciting new ideas, amazing opportunities and important challenges. The world of e-commerce is very fast paced and we need to keep ahead of the trends, with technology, product offerings and customer service.

We deliver new styles to the website nearly every day, so we always have something new to share.

Zalia is Zalora’s very first in-house modest wear brand.

Zalora now houses quite a few private labels, such as Zalia and Something Borrowed. Could you tell us more about each label and how they differ from each other?

We design many labels in our Singapore and Kuala Lumpur design studios, namely Zalora (both Mens and Womens), Something Borrowed, ZALIA, Lubna, Jaxon, Velvet — all with their own identities.

Something Borrowed has a youth-culture vibe and is inspired by street style, with easy to wear silhouettes, while Zalia is our very first in-house modest wear brand targeting women who are on trend and also modest in style.

Jaxon is our youngest mens’ only brand, and is inspired by our customers who are interested in summer-ready surf and sport-inspired styles.

Velvet is our shoe and accessories brand, dedicated to the girl who loves feminine details on her shoes and accessories.

Walk us through the process of creating a new collection for each of these private labels.

Private label is truly unique within Zalora as it takes ideas from concepts to finished products.

We have a full and complex development cycle, from identifying trends, conducting market analysis, designing our own prints, selecting colours and fabrics, designing silhouettes and ensure quality and fit standards …the list really goes on and on.

What are five wardrobe essentials you can’t live without and why?

The Great White Shirt — tailored shirting is a huge trend right now, and I love the look and feel of a crisp, tailored shirt.

The Perfect Black Trouser – I update my black trousers every season to ensure I have the latest waist and leg shape in my wardrobe.

The Best Navy Dress – a well-cut dress is a seasonal essential for every girl. Because our weather is (usually) sunny and warm, I find dresses are an easy way to look effortless – even when it is so hot!

Denim Jeans – I am living in my Mom Fit Denim jeans with embroidery and a raw hem. Pairs perfectly with my sneakers or I can dress up my look with a textured bootie.

Biker Jacket – the essential piece when I travel. It’s easy to pair with everything.

What’s a fashion no-no to you and why?

Honestly, the biggest fashion no-no for me is not having fun with your style, and experimenting with your look.

Fashion should be a fun way to express your creativity. Even if you go a bit too far with your look, you can always try again the next day…

Let us in on your top five trends for Spring/Summer 2017. What’s your favourite trend and why?

My Design Team at Zalora will tell you I have a new favorite trend every week! It is difficult for me to pick just one, so here are my top five for the month of May: Embroidered denim, eyelet and gingham, romantic dresses, statement sleeves, colour with colour.

What’s the most adventurous thing you’ve worn? And was there a story behind that outfit?

I am pretty adventurous when it comes to trying new fashion ideas.

Most recently, I tried the new corseting trend, wearing a leather belted corset with round metal eyelets tied with grosgrain ribbons. Of course, when making such a dramatic statement, I played it easy with a great white shirt and pretty satin trousers to keep the look glamourous and fun.

Shop Zalora here.