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updated 1 Sep 2014, 21:38
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Fri, Apr 12, 2013
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i.t will be the in-thing in June
by Atalia Chua

Get set for Hong Kong fashion powerhouse i.t, which will open a 10,200 sq ft flagship store at Wisma Atria in the middle of June.

Then, the multi-label store will stock nine labels, six of which will be in-house brands, some with celebrity connections.

Look out for 5cm, known for its street-style statement pieces with minimalist aesthetics.

The latest ad campaign for the brand was shot by the edgy - and, oftentimes, rude - Terry Richardson. American model Cole Mohr, who has walked the runways for the likes of Valentino and Burberry, served as his muse for the shoot.

Women who are into shoes (almost every woman walking the earth) would want to keep an eye on Venilla Suite.

Those who have collaborated with the brand for capsule collections in the past include Hong Kong actress and model Jennifer Tse, sister of actor Nicholas. Her line included boots in red leather and hot heels in a leopard print.

Hong Kong actress and model Michele Reis, too, put out a collection with the brand, which included metallic wedges and sparkly flats that took centre stage.

Sure, these collections won't be available here, but you never know who's going to pop up next with a new collection.

Another label you need to know is b + ab, which has its eye firmly on the young at heart.

The label often has "crossover" collections, and has, in the past, roped in Hong Kong-based Chinese model and singer, Angelababy, to collaborate with.

Her most recent association with the brand is for its Spring/Summer Bollywood-inspired line this year.

And those into sportswear chic should look towards the futuristic and avant-garde Izzue, which incorporates martial-arts influences.

Three labels will hail from Tokyo. Pageboy, from Japanese designer Hattori Mika, is one such label. Expect this line to carry chic pieces with clean lines.

Mrs Helen Khoo, executive director of Wing Tai Retail, which has brought in big names like Topshop, Ben Sherman, Karen Millen and Fox, said she had been on the hunt for a multi-label fashion concept for 10 years.

"We believe that this collection of cutting-edge, street-fashion brands will bring a dynamic shopping experience to our customers," she said.

i.t got its start in 1988. Since then, it has grown to 42 stores globally, found mainly in Hong Kong, China and Taiwan.

i.t will be located at Wisma Atria, #03-15, from the middle of June.

ataliac@sph.com.sg


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