Following the success of our CRIB Learns with Danelle Woo session, we are back with a intimate mentorship group session!
Participating brands
Ans.ein . Bochechas
ABOUT THE SPEAKER
Singapore-born designer Danelle Woo founded Aijek late 2010 in Shanghai. She developed an interest for fashion since a young age where she cut up her mum’s jeans and sewed it into a jacket, and reworked her school bag inside out.
While studying, her vacations were spent working at POIS, a multi-label chain in Singapore that stock Giambattista Valli, Herve Leger, Isabel Marant amongst many other high fashion European labels. It was there that laid the foundation of how she saw fashion.
She later moved to work for Inditex in Shanghai, which helped her understand the high street market. She saw a market of consumers looking for quality clothes better than what high street was offering, but wanted the accessibility that designer labels could not provide. Deciding to fulfill her long-held passion for fashion, she left her Director position in a PR agency and started Aijek from her home studio.
Overseeing the operational process of Aijek from design, sourcing, prototyping and production, she is personally involved in the intimate process of creating each collection and building the Aijek brand. Living out of Singapore for the last 15 years, Danelle has set up homes in Sydney, Seoul, Hong Kong, Shanghai and Guangzhou. The constant relocation has not only taught her about having a sensible wardrobe that is versatile and transcends seasons, but each city has also given her rich inspirations for her designs.
Danelle graduated from the University of New South Wales, Australia, where she received her Master of Commerce in Marketing. She currently resides in Singapore.
ABOUT THE BRAND
Danelle Woo started Aijek in 2010, building her brand with a singular focus in kind: To meet the needs of the everyday woman through effortless, easy and timeless pieces that drive wardrobe longevity. Danelle creates for the real women she meets, keeping quality, wearbility and comfort in mind.
Stockists of Aijek include US departmental stores Bloomingdales and Neiman Marcus, as well as US and UK chain stores and online platforms Anthropologie, Shopbop, Revolve and ASOS. Aijek is also stocked across Singapore, Hong Kong, China and the Middle East.
The Singapore-based fashion label has since been chosen to participate in the prestigious International Development Program created by Singapore Fashion Week in partnership with the Council of Fashion Designers of America (CFDA).