24 september 19 – october 2, 2014
Health & Beauty
Epoch Times
Singapore Label Turning Scarves and Pocket Squares into Wearable Art Epoch Times Staff
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All Photos Courtesy of ERA ORA
his is how Euny L., the founder cum designer of ERA ORA describes herself, a charming lady who used to work in business development at an American law firm prior to establishing her own label. ERA ORA, which means “Finally!” or “It’s about time!” in Italian, is a haute coutre label that specialises in stylish collections of scarves and pockets squares. Her trendsetting designs include artistic prints of old world maps, the Hong Kong skyline, the buildings of New York City and the reflection of a river in Darwin, Australia, amongst others. Euny’s inspiration comes from her wide travels and passion for art and photography. Influenced by artistic styles from Edgar Degas, Dali to Warhol, Euny designs to spark the imagination, and she likes exploring a broad range of themes that range from
Designer by day, Rebel by night, Artist by choice, Travelista by fate. the real to the surreal. ERA ORA’s scarves and pocket square are eco-friendly as they are made using certified natural dyes. Manufactured in Shanghai and Kashmir, India, the pocket squares are predominately made from 100 percent silk while the scarves are made using either silk chiffon or cashmere modal. Manufactured in limited quantities, each ERA ORA scarf and pocket square is a unique, special gift for the individual. Why is your fashion label called ‘ERA ORA’? ERA ORA means “Finally!” or
“It’s about time!” in Italian. First, I liked the way it rolled off the tongue and more importantly it was symbolic to me as it was “about time” I started off my fashion business, after hesitating for so long. What does it take to start your own label and make it as an independent designer? To begin with, I researched several similar brands and saw what their brand strategy was like and how they made their product and brand work for them. Because I didn’t come from a fashion school background, I had to learn a lot of things by myself (that they probably teach you in freshman year of fashion school!) and also singlehandedly source for good manufacturers with quality textiles that were capable of producing my designs. I had to learn a lot of lessons along the way, and with each collection you gain more experience on how to make the product even better.