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The Star Online: Lifestyle: Arts & Fashion

Posted: 25 Aug 2011 02:05 AM PDT

Online enterprise Asian Atelier proves you don't have to own a store to run a successful business.

ALIN Anuar is young, confident and hyper. Calling herself a fashion innovator, the 32-year-old has managed to turn her online business into a thriving one, with customers worldwide.

Her company Asian Atelier was founded in 2000, and it all started from a kebaya. The whole concept is based, she says, on marrying "traditional elegance with avant-garde flair".

"When I first started, I sold kebayas. I had a line called Chantiq Skaly. I like to innovate, take the kebaya and do things with it. I have an IT background. My colleagues did some form of online business. I was interested in fashion, and I wanted to do something close to my roots, so I chose the kebaya. My customers were from the United States and Australia. In fact, my first American customer helped to set up my website."

Alin partnered with the American customer and started going to trade shows. She had things made in a workshop locally, and then sold in the United States.

"At trade shows, I met people who were interested and that's how it grew. I took the knowledge and applied it to my business so when I go to trade shows, I bring all the brands," she adds.

It was in 2006 that Alin started expanding beyond her own brands. An Indonesian designer specialising in officewear for young women approached her, and this was a market that was virtually non-existent then.

Alin brought the brand to be exhibited at the Singapore Fashion Week. After that, she felt more confident to explore the idea of representing more brands – all with an Asian theme, of course.

Her business now includes her own brands – Chantiq Skaly House of Kebaya, ChantiqChantiq Purse, Maharani and Alin Anuar Couture Shoe – as well as New Job and Deanade NU. Prices start from RM200.

"My business is mainly bridal but I've got other stuff, too. I'm also going to launch another brand by a Malay designer, featuring innovative baju kurung. I feel there's a market for it, so we're trying to make it more wearable."

For the kebaya, Alin has come up with examples that incorporate the design of Hollywood celebrities' outfits into the kebaya.

She actually interned with well-known Indonesian designer Anne Avantie, and learnt all about the proper structure of the kebaya and how important it was to have the correct fit and undergarments.

"I'm very meticulous when it comes to bridal wear. I never thought people would actually dare order online. I have a standard order pack. I have visuals, colour charts and I ask a lot of questions so I can understand their taste. After that, I need a picture of them so I can create a design. I will also choose the fabric and do the beadwork. In terms of fit, I look at the height, body shape and weight. After years of experience, I can tell from the measurements what style would best suit a person."

Her forte is the applique. It's lace with any kind of pattern and she embellishes them in different styles, preferring the use of semi-precious stones. She also chooses the colours. She applies these appliques of beadwork and lace to make the outfit unique.

If you're not happy with the product, you can send it back for alterations – there's a 20% discount for that.

Alin advises clients to go to a professional seamstress beforehand, to get their exact body measurements.

While Chantiq Skaly is the bridal range, the style is always kebaya. Think custom-made kebayas with embellishments, and in short or long versions. Her customers have asked for bags to go with the outfits, which has led to vintage clutches (ChantiqChantiq Purse), veils (Maharani) and shoes (Alin Anuar Couture Shoe) so the brands all complement each other.

Alin is also a certified wedding planner. In 2008, her services expanded to include wedding planning and consultancy services, so it's a one-stop centre for brides.

The multi-talented businesswoman has a showroom in Malaysia, an office in Singapore and a studio in Jakarta.

In Jakarta, boutique owners use her workshop facilities to make their clothes. Alin says she's had years to build her business, so her current focus is on maintaining it: "I want to move away from being a designer and be known as an entrepreneur."

Last year, she showcased her 10th anniversary kebaya collection at the Malaysia International Fashion Week. For someone who started at the tender age of 21, she's certainly come a long way.

Her website (asianatelier.com) has been revamped. As for her customers, they are in the younger age range, as these tend to be the people who order online.

She handles the business with help from her sisters. Alin spends a lot of time travelling to Jakarta and Singapore.

"My family is my inspiration, I've always been the one who wants to look after everyone. My intention was to have a business that my sisters can go into it in the future."

Alin says it helps to have an understanding husband who's used to her work schedule. Apart from her business, she has set up the Anuar Anis Foundation, named after her late father. A fixed amount from whatever she makes goes to various charitable instituitions.

Believe it or not, everything she creates is sold online, and Alin is happy to keep it that way. And why not? It makes perfect business sense to expand online and reach a wider international clientele, and that's exactly what Alin has done to great success.

Homegrown label Variante pays tribute to Liz Taylor

Posted: 24 Aug 2011 07:33 PM PDT

A homegrown label pays homage to the beauty of the feminine form.

ELIZABETH Taylor does not need any introduction. When the late doyenne of the cinematic world was at her prime, she was considered one of the most beautiful women in the world. She was the Cleopatra of her day (she even played that legendary character in a movie).

And it was those violet eyes of hers that stopped people in their tracks. Like many others, designer Leslie Variyan of Variante was mesmerised by Taylor's eyes as well as her alabaster skin and sensuality.

Homegrown brand Variante pays tribute to Taylor in the Diamonds Are Forever collection. Looking at the collection, one can just imagine Shirley Bassey wearing one of the pieces while warbling her famous hit of the same name.

As far as a local muse is concerned, Variyan has found one in up-and-coming recording artiste Amanda Imani. Through her, Variyan finds the inspiration to weave magic into his latest collection.

"Like Elizabeth, Amanda has a luminous quality about her and that radiance illuminates the collection," enthuses Variyan.

Variante's latest collection sees an exhilarating merge of brilliant colours, exotic patterns and ornate adornments. They come together magically on the softest of materials – chiffon and silk. It's a classic collection celebrating the life and influence of Elizabeth Taylor, and pays homage to the beauty of the feminine form.

Woman – and every curve of her form – is celebrated in Variante's exquisite pieces in a riot of colours. Main shades include rich ruby red, glimmering garland green, breathtaking blue, mystical maroon, wispy white and elegant ebony. Each languid piece evokes memories of elegant days of yore.

The clothes caress and drape the feminine form, flowing with every movement.

Maxi, one-shoulder caftans are embellished with sparkling crystals and carry intricate patterns. A bold, tiered gown is worn with a wide black belt, matching the designs on the gown and accentuating a woman's tiny waist.

A flirty, flashy blue short dress teases as the woman walks, a flash of tanned skin playing peekaboos with each stride. A swirl of metallic gold and glitters of sparkling blue – reminiscent of Cleopatra's lavish costume – is seen on a gown fit for a queen.

White flowy pants set off a draping, long turquoise blouse, reminiscent of Taylor's lovely eyes. An outfit in lime green matched beautifully with rich chocolate is edged with intricate beading.

After a long day of work and play, Variante does not forsake the regal woman even at rest. One can lounge on a chaise in a fuss-free vermillion outfit accentuated by sleek lines of black.

While you might have seen some of these designs before, there are enough variations to please the regulars and bring in new clientele. It won't be surprising to find his designs making their way into many wardrobes during the coming Raya festivities.

■ Priced from RM159, the Diamonds Are Forever collection is sold at the Variante store in Pavilion Kuala Lumpur.

Kredit: www.thestar.com.my

Khamis, 25 Ogos 2011