With designs that are sophisticated and clean, Celia Loe’s influence in our market is irrefutable. Having held a strong fort in the market (and wardrobes) of many young executives, the brand is now proud to take up a more relaxed yet stylised approach in their offering. Crediting the evolving trends of today’s fashion to this change, Celia Loe is a name that has ensured that women nowadays have an easy option for clothes that can run from day wear to evening wear.

Started in 1972 as the First Stop, the brand is positioned nicely in between the stylish designs of more major and usually exorbitant brands and those who cater to the ones who are not so affluent in their earnings. Infusing these concepts, they allow everyone to be fashionable without the worries of blowing their budget. Keeping in mind that fashion changes with consumers’ lifestyles, comfort is of the utmost importance for them as well, since the climate we are subjected is not exactly fashion-friendly at times. With their own factory at their disposal, this label is known for using the same fabrics that we are used to seeing gracing the catwalks of Milan , to ensure that quality is not compromised. It’s all about being in-trend and maintaining a sense of reality.

Constantly in the loop, Celia Loe’s presentation has taken on a bolder approach since their first collection. Colours are now more vibrant, their patterns are more statement-making while their designs remain sassy enough to pull of a look of corporate chic ness. This is definitely the solution for those Mondays to Fridays woes of “What to wear?” Furthermore, their stores are set in very soothing colours, killing of every sense of fear and misconceptions that come with being the lady boss. A Celia Loe store is never too intimidating for a step-in and the prices are never too steeply set. Bridging together the different worlds of corporate chic-ness and fashion airiness is a forte that Celia Loe can easily take claim for.

Running away from the norm, Celia Loe is also for the everyday woman who just wants to look fashion forward without looking like a fashion victim. Besides their blazers, skirts and pants, their evening collection has also been sculpted according to the marks of international glamour. Lightly flirted skirts, sensual tops and glamorous cocktail dresses have begun to make its presence known in a land made famous by haute couture. The silhouettes are kept clean while maintaining a fluidity that just enhances the female physique and movement. To make it more unique, special attention is brought on to the detailing on the different garments. Beadings and hand embroidery have taken centre stage, distinguishing a Celia Loe piece from the rest of its competitors. However, you can sleep soundly knowing that the pieces are fuss-free. Whether dressed individually or as a set, they are safe, without bordering towards boring.

From their luxuriously contemporary designs to their budget-friendly prices, Celia Loe is a house that has solidly built up a reputation amidst the style conscious. With a confidence in their trend messaging, they never felt the need to fall into the traps of today’s radical and at times, bizarre, collections of other fashion dictators. It’s all about being able to maintain a sense of familiarity and yet, somehow tip toeing their way towards style greatness.

Celia Loe is a participant of Singapore Fashion Week 2006.

Stores can be located at:
Centrepoint ( 6737 2881)
Raffles City Shopping Centre (6338 2981)
Thomson Plaza (6454 8793)
Scotts Shopping Centre (6836 3009)