After I first walked into an & Different Tales boutique in London and later in Los Angeles and Seoul, I used to be mesmerized by what can solely be described as a wardrobe dream, understandably so while you hear why. Welcoming and with gentle pure mild streaming in via the floor-high home windows, the house was not stuffed to the brim, however as an alternative lined with garments neatly organized on cabinets that sat between cozy sofas and rugs, with neat little nooks which housed sneakers, jewellery and equipment. Every show appeared completely curated and chosen only for me, the hopefully discerning purchaser, whether or not they had been grouped by colour, pattern, or easy vibe; tales, if you’ll.
Stockholm-founded vogue label & Different Tales will also be summed up by a curious phrase “wardrobe treasures”, certainly one of my favorites, utilized by Shawna Trunk, Idea Designer of the model’s Los Angeles Atelier, when she was in Singapore for opening their first -ever retailer in Southeast Asia. Quick ahead simply a number of months later, and we’re now celebrating the launch of the second & Different Tales retailer, an inviting new house at Raffles Metropolis Purchasing Centre.
“Our collections are constructed round inspiring vogue tales. All of our traces are various, from males’s tailoring to ladies’s magnificence, and designed to supply limitless stylistic selections of lasting wardrobe treasures,” stated Shawna, who additionally tells us how she and her crew are frequently impressed by outfitters classic and flea markets.The thought of treasures doesn’t solely denote treasured items that we want to hold so long as potential, however the pleasure of hidden finds, one thing the model will get proper, because of a peculiar approach of designing their collections .
In comparison with the opposite manufacturers of the H&M group, & Different Tales stands out for its various vary of refined kinds, neither too utilitarian nor too stylish; suppose coveted, elevated staples that make enjoyable additions to a capsule wardrobe. Specifically, these are designed by & Different Tales three ateliers in Paris, Stockholm and Los Angeles, which mirror the kinds and cultures of their respective cities.
An LA look tends to be extra flirty, daring, and female, whereas a primary Stockholm staple tends to concentrate on sturdy, cool city-girl silhouettes. Parisian fashion, however, actually brings the je ne sais quoi of French woman stylish, with timeless and easy, but flattering clothes.
Collaborations with artists are additionally an enormous a part of the model’s DNA and are sometimes explored in-store artist residency collaborations that happen throughout pop-up occasions or with artwork scattered all through the inventive house. & Different Tales’ Raffles Metropolis boutique, for instance, sees native artist duo RIPPLE ROOT’s hand-painted artwork illuminating cabinets and show nooks, in addition to being prominently featured in retailer home windows.
Earlier than we descend to admire this season’s Spring/Summer time 2023 clothes of romantic floral attire and touches of sage, lavender and cornflower blue, we hear from two key ladies of & Different Tales, who inform us extra about why the model is making such an affect throughout the area.
Lina Sderqvist, managing director of & Different Tales, explains how Tales’ retailer design is important to their success, whereas Shawna Trunk, idea designer on the Atelier in Los Angeles, talks about dressing in keeping with one’s fashion and finest selections for a capsule wardrobe season with out.
How does & Different Tales evaluate to sister manufacturers H&M, COS and Monki?
Lina: “Tales’ ambition is to be distinctive towards all opponents, so we take into account many manufacturers when defining our uniqueness. Our three design ateliers in Paris, Stockholm and Los Angeles are one of many principal issues that create this uniqueness. Due to this configuration, the shopper can discover in Tales a variety of kinds, colours, prints, cuts, fragrances and items, all captured with totally different views and sources of inspiration”.
How would you say the Los Angeles atelier is totally different from those in Paris and Stockholm?
Shawna: “Having design studios in three totally different cities, it brings an actual variety to our expression and our collections. A lot of the inspiration comes from the cultures of every metropolis. The place I am based mostly, Los Angeles Atelier’s collections seize the sassy, elegant, and joyful LA woman. The collections are flattering and female, they are often dressed up or down, starting from trendy classics to daring items.”
And but, what are some elementary design rules that hold the design language constant all through the ateliers?
Shawna: “Our collections are constructed round inspiring vogue tales. All of our traces are various, from males’s tailoring to female magnificence and designed to give you limitless stylistic selections of tolerating wardrobe treasures.
How do you and the crew analysis the marketplace for upcoming collections?
Shawna: “We love to buy classic clothes when creating our subsequent collections. There are such a lot of nice classic outlets and flea markets in Los Angeles, the inspiration by no means ends.
Being on pattern is necessary to the model why or why not?
Shawna: “& Different Tales is a one-stop styling vacation spot and was about hailing one’s individuality reasonably than dictating how everybody ought to gown. Our consumer is a girl with a love of vogue who creates her personal fashion. She wears issues that make her really feel good and that mirror her ”her” character.
The model nonetheless believes in bodily shops, how would you describe the expertise of the & Different Tales retailer, particularly the one in Singapore?
Lina: “Sure, tDigital and bodily shops work collectively and are equally important to us. As buying conduct is continually altering, totally different platforms supply totally different prospects.The inside of our shops serves as an extension of our design studios in Stockholm, Paris and Los Angeles, providing an inspiring expertise for our clients. We’re continuously drawing inspiration from these inventive and galvanizing environments in these cities, however we additionally take a look at how we are able to discuss and join with our native clients when designing and creating our bodily shops.
Architecturally, now we have tried to find the shops utilizing extra pure architectural supplies identified in Singapore, equivalent to wooden, in order that the shop atmosphere feels female, heat but contrasting. We even have greater and greater vegetation right here to mirror Singapore as a backyard metropolis that brings the sensation of the outside into our store.”
The thought of constructing a capsule wardrobe has develop into very talked-about lately. What are your prime 3 clothes selections that might look good on you?
S: “I have a tendency to combine female items with refined, tailor-made items, which is very straightforward to do inside & Different Tales’ three totally different atelier collections. Most of my wardrobe is impartial however I prefer to play with a daring colour or print from time to time. Whereas I’ll differ my vogue id daily, one factor is for positive that you’ll by no means shock me with out my gold jewellery.
