Women in Asia like to spend money on big brands but that is changing, says Jo Kilda’s Jyoti Singh
- The Fiji-born designer’s size-inclusive Singapore-based brand has made her a favourite among women around the world
- ‘The market is changing – it’s not about a big brand name but design and quality’
Why did you decide to launch your own brand? “I loved fashion as a young girl. My father was always dressed in crisp, tailored shirts, and my sister was on point with her fashion choices. We didn’t spend much money on clothes, but we were always fashionable.
“I have lived and travelled around the world but it was when I moved to Melbourne, a fashion capital, that I decided to study fashion design, in 2011. My friends were always coming to me for styling advice, so it made sense.”
What were the challenges you faced launching a global brand based in Asia? “I’ve lived in Asia for many years and, in my experience, women here tend to spend money on big brands. When a brand is launched, the biggest challenge is knowing where to position it. Showing at New York and Paris fashion weeks gave us a boost. The market is changing – it’s not about a big brand name but design and quality.”
What is the Jo Kilda style? “When I shopped for myself five years ago, I was always disappointed about what was out there. The offerings in the more affordable category were limited and I found myself constantly having to alter everything.
“When we launched, I wanted to focus on clothes with a good-quality finish and amazing fabrics, at a great price point. Many of our fabrics are sustainable and eco-friendly. The line features dressy daywear that will take you into evening, but even if a piece has sequins they are subtle.”
