The Epitome of Heartland Cool

I headed down to Serangoon Gardens on a wet, cold and gloomy Tuesday to visit Epitome, another concept store that carries indie fashion labels from all over the world as well as local designer labels. Sarah, the marketing executive, was eager to give us the low-down on the hot new items in the shop space. Cliche as it sounds, her smile and cheery demeanor really did brighten my day.

Tucked away in the quiet (but happening) heartland, Epitome is far from your run-of-the-mill neighbourhood shopping outlet. Recently renovated, the space is clean and quirky. It turns out that some of the furniture in the shop was designed by owner, Amanda and then custom made for the Epitome store, which gives it that extra touch of personality and sincerity. I'm loving how more and more people are not settling for quick-fix furniture from Ikea that no doubt looks good but has laziness written all over it.



As a heartland store, Sarah mentioned that it tends to get very quiet especially on weekday afternoons (like that very Tuesday afternoon that I was there) and things only liven up after 5 or 6 when people knock off and come down to the store to browse or shop. As expected, the regulars stay around the Serangoon area but Sarah says there are customers who drive down all the way to visit the store as well. One customer came down from the East just to pick up a pair of these Moschino-Kartell shoes, a collaboration by plastics manufacturer Kartell and designer Moschino.

Exclusivity is theme that governs Epitome as each piece of clothing comes in one or two pieces per size. Restocking is not an option as most of the brands they carry have to be flown in.

I was drawn to the Agyness navy shift dress with a detachable cape, no doubt a contemporary take on the 60's British mod by the newest Aussie label in store, Kings of Carnaby. I was impressed by the attention to detail; two brass-coloured studs on the neckline at the back of the dress which I believe is easily overlooked. The other items in the capsule collection were really eye-catching as well, for example the Contra playsuit. I say this collection is really worth checking out whether you're going for preppy, mod, vintage or elegant. If I were not in the penniless state that I am in now, I would definitely be investing in one of these pieces. Fashion from down under is big here as Epitome stocks other Aussie labels like Birds of a Feather, Milk and Honey and Lili. Unfortunately, Lili has stopped production and Amanda is on the look out for suitable replacements for the popular line.




Finnish IVANAhelsinki is one of the newer indie labels to hit the store. The S/S 2011 collection is boldly named 'Where The F*ck Is My Sailor' and designer, Paolo Ivana Suhonen, has got that nautical and retro twist right down to the tee. Each piece is carefully crafted by hand which explains why these items are a tad expensive.



Cool mushroom printed fabrics from Thai label, Senada Theory. I love the construction and detailing on the bodice of the blue-grey dress.

 


Local designers however, have the benefit of guaranteeing some hanging space on the racks in the store as their apparel can be restocked should they run out. Labels like Hansel, Possitilly and Faith by Posse are some local brands in store. Hansel has a flagship store at Orchard Gallery but Epitome stocks them anyway since they've been carrying their apparel all along so Amanda wants to keep it that way.

Recyclable materials for fashion? Hell yeah Epitome had some in store. Zilla, an Italian label by designer Sylvia Pichler, used sponge, air filter, cork and aluminium to manufacture accessories. The sponge has been processed such that it is waterproof (tried and tested). I don't think I would carry this bag though, as much as I love the environment, I also do love leather.

A handbag made of cork!

  

Mailing list notifications are what pulls customers down to the store as soon as there are new arrivals. So, if you haven't signed up already, you should be opening a new tab to sign up for their mailer right now. Some other cool finds:



Honestly, there are so many interesting things in store I can barely cover everything. The fact that I could tell a story for every niche item shows just how much thought has gone into the concept behind this shophouse boutique.

Epitome is located at 14c Kensington Park Road, Serangoon Gardens.

♥,
Fir

J'adore J'Aton

I was watching Australia's Next Top Model on Starworld and that's where I got to really see what the hype was behind the couture label, J'Aton. I was blown away by the details on their gowns featured during the programme.

"We dress women the way men want to see women dressed"

Founders and designers Jacob Luppino and Anthony Pittorino launched the label in 1995 and they started small, making just enough to buy materials they needed like sewing machines and other equipment. Slowly, the label began to gain a reputation for attention to detail and skilled craftsmanship and today, J'Aton has become synonymous with gorgeous bespoke evening and bridal wear. Both designers come from Italian families and their uncanny ability to understand each other has allowed this dynamic partnership to bear fruit.

Their contemporary couture, gorgeous draping and breathtaking detailing has won them awards such as the 2009 Prix de Marie Claire Awards for Best Eveningwear Designers and several other Australian Gown of the Year acknowledgements. A favourite among Australia's society and the elite, J'Aton's celebrity clients include Dita von Teese, Charlize Theron, Lily Cole, Delta Goodrem, Kylie and Danni Minogue and Rebecca Twigley.

Andrej Pejic for J'Aton Couture

J'Aton opened first in Ascot Vale in Melbourne then moved to Prahran five years later so the designers could expand their client base. Being so incredibly successful, the label has made plans to move to New York but the much anticipate move was, sadly, delayed because of the losses incurred as a result of a fire at the label's showroom at Greville Street. Enter the J'Aton bridal salon and you'll find it unique from other ateliers. There is no showroom overflowing with sample gowns, instead customers can expect a small selection of intricate couture gowns that represent the feel, style, craftsmanship and fit that J'Aton has become known for. 

Inspired by classic designers like Christian Dior and Charles James. They like to keep femininity in their gowns whilst also incorporating elements that their clients want. The advantage then, is that the designers are involved right down to the last detail. The designers' hands-on approach has led to their popularity among their elite clientele, resulting in word-of-mouth recommendations and repeat clients.

It comes as no surprise then, that the designers work through appointments only for both consultations and fittings. Luppino and Pittorino meet with each prospective client to see if they get along before another appointment is set up for sketching and discussion of other details. Every client speaks directly with either designer and each gown is carefully sewn in small teams. Each gown is therefore a collaboration of both the designers' aesthetic and the client's vision. Most gowns take about six months to create and brides-to-be are asked to commit to at least four fittings. The duo are open to alternatives if for example, the bride hates lace and beading. However, both designers feel that the clients' minds can be changed especially since "its usually because of how they've seen other people design with it" that causes a definite adverse reaction to certain design elements. 

J'Aton is located at 185 Greville Street, Prahran.

♥,
Fir