ROBINSONS, a brand long associated with older shoppers, has gone chic. Very chic, in fact.

The home-grown retail store opened a new 20,800 sq ft luxury concept store at The Shoppes in Marina Bay Sands last month, adding to its two branches in The Centrepoint and Raffles City Shopping Centre.

It joins hip brands such as United States contemporary- wear label Juicy Couture and German jeweller Thomas Sabo, which also have boutiques at the integrated resort.

In addition to clothes, Robinsons' first premium boutique offers a dedicated lingerie store - which opened in June - as well as beauty and lifestyle products and accessories from over 20 brands.

Mr David Tang, Robinsons' general manager, said in a statement: "We have created a merchandising strategy and visual positioning that is modern, fashion forward and powerfully clear... (Robinsons at Marina Bay Sands) encompasses a holistic approach towards retail, from boutique design to product presentation and service standards."

my paper checks out some of the most exclusive, not-to-be- missed labels:

Aryn K

What: This Los Angeles brand is the label du jour of Hollywood's hottest - It Girls like Twilight actress Kristen Stewart and singer Selena Gomez are fans. It is known for its playful and flirty silhouettes.

Expect: For its spring collection this year, the label's designers drew inspiration from Californian summers and 1960s beach culture. The trend-worthy collection features brightly coloured tops, frosting-coloured shorts and neon dresses.

Aubade

What: A luxe French intimate- apparel label founded over 50 years ago, which represents elegance, refinement and the art of seduction.

Expect: No less than 15 different fabrics in each bra, from high-profile cloth to small reinforcements. Each piece is a work of art by specialist tailors that blends sensuality and complexity.

Lulu Guinness 

What: A British cult accessories brand that recently celebrated its 20th anniversary, it infuses a distinctive wit and personality in each design. The label has been spotted in the clutches of A-listers like Alexa Chung and Katy Perry.

Expect: Whimsical, unique hand- bags, cosmetic pouches and the like. After all, the Lulu Guinness signature item is an adorable clutch in the shape of a pair of lips.

Haute couture by Spanx 

What: The must-have shapewear for those with curves (Kim Kardashian has famously declared her love for the brand), Spanx helps to give a seamless silhouette under unforgiving clothes.

Expect: The 12-item Haute Con- tour collection fuses functionality with fashion, resulting in camisoles, slips and underwear that could, perhaps, even pass for outerwear.

Botkier

What: The staple of busy down- town Manhattanites, this urban- chic New York accessories label is the brainchild of former fashion photographer Monica Botkier. Fans include Angelina Jolie and Lindsay Lohan.

Expect: A handbag line compris- ing slouchy patent and metallic totes - perfect for those who like things fuss-free and functional, without compromising on style.

2OR+BYYAT

What: A young label from Hel- sinki, Finland, its quirky name reflects its design philosophy, which has a strong focus on details and trends.

Expect: Its latest spring/summer collection sees vivid florals in hand-painted, water-colour style take on a darker, edgier tone. Clothes and knitwear are cut in architectural shapes that deliver dimension and complexity without adding bulk.

vbarker@sph.com.sg

Robinsons at Marina Bay Sands' The Shoppes is located at B2-09.

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