10 years after her It Bag, Rebecca Minkoff opens in Hong Kong

When Rebecca Minkoff's Morning After Bag launched in 2005, it was soon spotted on the arms of countless celebrities from Reese Witherspoon to Blake Lively. As a result, it has spurned thousands of imitations.

"I wanted to launch my own brand because I wanted to offer a beautiful handbag that got noticed for the right reasons," says the New York-based designer. "Back then the 'It Bag' was a big thing in fashion, but it was extremely logoed and went out of style in three months. I thought, why not make a bag that a woman doesn't have to spend a fortune on and she can carry for seasons to come?"

The bag, as well as numerous other styles, is available at Minkoff's first freestanding boutique in Asia, which recently opened in Harbour City. The shop references the designer's Southern California roots with its casual vibe, and also features an eye-catching pyramid wall stocked full of her accessories.

Customers can discover her ready-to-wear collection, which is new to the city. Launched in 2009, it embodies Minkoff's effortless "downtown romantic" look that juxtaposes masculine and feminine elements such as biker jackets paired with girly dresses.

"I wanted to do ready-to-wear again because it's something that I am passionate about. I love handbags, and a woman's handbag completes the look, but I wanted a voice in creating the look, too," she says, adding that the two collections are connected.

For spring-summer 2015, Minkoff has channelled iconic fashion photographer Deborah Turbeville and, more specifically, the bohemian style of Turbeville's era. There is a definite 1970s vibe in the flowing dresses, ruffled tops, and soft, muted pastels including pink, seafoam green and blue. Many of the styles wouldn't look out of place in the city, be it the vintage-looking embroidered white tops and lace jumpsuit, or the striped shirt dress with a thigh-high slit. There are also 3D floral prints for the edgy fashionista.

"My favourite pieces are the fringe pieces, the moto satchel bag, and of course, the feminine dresses," says Minkoff.

Like many of her American peers, Minkoff's products are priced for the contemporary crowd, making them both covetable and affordable.

"The Rebecca Minkoff woman is a strong woman who knows what she wants and isn't afraid to voice it," she says. "The look is transferable to any major metropolitan city. The global girl today gets her trends from the internet. She loves to mix and match trends with her everyday look."