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Local designer Jo Soh joins Laura Ashley

Nov 15th 2015 at 10:15 PM

One is a quirky Singaporean designer known for prints inspired by HDB flats and colourful designs while the other is an international brand known for its traditional country floral patterns. Will their partnership work?

Home-grown designer Jo Soh, who will discontinue her label Hansel now that she has taken on a new job as Laura Ashley's head of fashion in Asia, thinks that it will.

"I've been doing Hansel on my own for the past 12 years and I feel that I took it as far as I could with my own resources," she says.

"Laura Ashley has more resources and the brand has such a long history. Professionally, for me, it is a leap upwards and a great opportunity."

The 39-year-old single designer said the Welsh company had approached her in May this year after reading about her in a local newspaper.

Local designer Jo Soh joins Laura Ashley

Image: vintage bridesmaid dresses

She says: "When they first contacted me, I thought they wanted me to help them with uniform designs, which I've done before. It was only during the meeting that I found out about the bigger role."

Soh has previously consulted on other design projects such as commissioned orders for uniforms for companies such as DBS Bank and the concierge at malls Ion Orchard and 313@Somerset.

"It was all part of my business income. When you have your own business, you always need multiple channels of income," she says.

Hansel, which started in 2003, had been releasing regular collections every season and although the retail market has not been doing well, she says she managed to build up a loyal following of fans and this helped to keep the revenue quite stable.

So why drop Hansel and give up being her own boss?

Also Read: bridesmaid dresses

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