Leaving behind a career in corporate banking, Siow Hui Ling established The Chic Initiative in 2015, a brand which offers clutches, evening bags and minaudieres with sustainable practices. Photo: The Star/YAP CHEE HONG
Siow Hui Ling started The Chic Initiative from a simple frustration: she couldn’t find clutches and evening bags that matched her taste.
As someone who valued timeless elegance and versatility, she often found herself disappointed by the lack of options available in the market.
“This frustration ignited my passion for design and inspired me to create pieces that resonate with others facing the same challenges,” says Siow.
“As a self-taught designer, my philosophy centres on crafting classic clutches that are timeless and versatile, transcending seasonal trends.”
Leaving behind a career in corporate banking, Siow established The Chic Initiative in 2015, a brand which offers clutches, evening bags and minaudieres with sustainable practices.
The brand has gone on to win several fashion awards such as the “Most Stylish Evening Brand in Malaysia” at the 2022 Southeast Asia Business Awards.
The products are also stocked in Saks Fifth Avenue (Middle East) and Tryano (Abu Dhabi).
When it comes to designs, what inspires you?
I draw inspiration first and foremost from my passions and translate that into designs that are aesthetically pleasing but also functional and versatile.
The Opera collection was inspired by my deep love for Italian opera while the Renaissance collection is a tribute to my love for Italian Renaissance art.
The newly launched Film Festival collection draws inspiration from the glitz and glamour of the international Cannes, Venice and Berlin film festivals.
As stars make red carpet entrances in their elegant and dazzling ensembles, this collection aims to make women feel like stars as they turn heads in the striking clutches.
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What goes into the creation of your clutches in terms of materials and how long does it take to come up with a collection?
I work with a myriad of materials, but namely crystals, genuine leather, luxe velvet, glitter, metal mesh and more.
A collection takes between four to six months from design conception to completion of production.
The Film Festival collection took the longest (six months) as it was the most complicated and I wanted everything to be perfect as always.
We try to have 15 to 18 SKUs (stock keeping units or “styles”) for each collection.
The Film Festival collection has five designs with about two to four colours each, with 18 SKUs.
Siow Hui Ling works with a myriad of materials to come up with her products. Photo: The Chic Initiative
You emphasise timeless designs over trends. How do you balance staying relevant in a fast-paced fashion world while remaining true to your core philosophy?
We focus on classic designs that remain stylish over time and transcend seasons and we prioritise high-quality materials which ensures durability and longevity.
Actively listening to our community helps us align with their needs without compromising our values.
We encourage thoughtful consumption, promoting investment in lasting pieces.
Sharing our design philosophy fosters deeper connections with consumers and helps us to stay relevant.
My mentor during an immersive entrepreneurship course at Stanford University for start-ups shared that what will set our brand apart is my taste and aesthetic sensibilities.
Be consistent in my creative vision and core customers will support the brand because they trust us as tastemakers.
This has helped us stay relevant and true to our design philosophy.
How have you integrated sustainable practices into the brand’s production process?
We are proud to share that our supplier/production facility is socially and ethically responsible.
With decades of experience, the factory supplies to public-listed companies globally.
Our facility has certification from the Business Social Compliance Initiative (BSCI) and the SEDEX for sustainable business supply chain.
Over 90% of our manufacturer’s vendors are sustainable, boasting valid certifications and recognitions.
Our production partners adhere to fair labour practices, ensuring safe working conditions and fair wages for all workers involved.
In terms of social compliance, our facility is certified and regularly reviewed by reputable third-party auditing companies on an annual basis, ensuring high social compliance standards.
Customers are increasingly conscious about sustainability and are looking for brands that embrace their values.
What are your thoughts on the local fashion industry and is it sustainable?
The Malaysian fashion industry is experiencing significant growth, with increasing support for local talent and emerging brands.
There is no dearth of talent and we have new emerging designers adding vibrancy to the scene.
In terms of digital influence, social media and e-commerce are transforming how brands connect with consumers, providing a platform for visibility and engagement.
This has been especially helpful for emerging brands with limited marketing spend and allows them to control the overall messaging of their brand.
There’s also a growing emphasis on sustainability, with consumers increasingly favouring brands that prioritise ethical practices.
Clear challenges for all brands and not just emerging ones include competition from brands with a similar offering, inventory and cash flow management, need for funds for marketing efforts, and more.
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How do you think Malaysian consumers perceive slow fashion and sustainability, and what steps can brands take to educate them?
I feel Malaysian consumers are becoming more aware of slow fashion and sustainability, though it’s still a developing mindset.
They are increasingly seeking out brands that align with their values and speak through their intentional purchases.
Many are also starting to recognise the value of investing in quality pieces over fast fashion.
Brands can educate consumers by sharing their sustainability journey and the benefits of slow fashion.
Partnering with local influencers who advocate for sustainability can help reach a wider audience.
Additionally, clearly communicating the environmental and social impacts of fashion choices builds trust and encourages informed decisions.
How do you envision your brand contributing to the broader conversation about sustainable fashion in Malaysia?
Our dream and vision is to have the brand stocked in luxury stores around the world.
We’re proudly Malaysian and aim to have a Malaysian brand of evening bags offered in prestigious stores in the US and Europe.
We envision the brand contributing to this conversation through consistency in brand values in terms of sustainable fashion and being a part of an increasing movement amongst brands supporting this initiative.
