Spring Summer 21 saw our first adult line for Gen Woo in Singapore. We knew that our tween customers from the last 4 seasons would now be or soon be wearing adult sizes. So this felt like a natural progression for us.
So how did we start? For the creation of the Spring Summer 21 collection we were all still in the midst of the pandemic. Most of us still working from home and as designers relying on the internet for inspiration.
We looked at a mixture of catwalk and social media influences that was trending for Gen Z. Grunge was trending on Tik Tok, Upcycling was gaining pace on the runways due to the fabric mills still being shut. Athleisure was gaining pace for just about everyone who was now working or studying from home.
Overall the feel was less feminine and was more about comfort.
With that in mind we decided to create more oversized gender neutral shapes that had an athleisure undertone.
No collection last year would have been complete without a catsuit added to the line-up. The key shape can be worn as a statement piece alone or layered with an oversized top or cardigan.
We opted for a washed out and neutral colour of pallet of coriander’s, dusty pinks and ecru. While our statement pieces used monochrome tie dye and black. We finished off with a pop of salmon.
While we managed our product photography for SS21, it wasn’t until we were ready to shoot our SS22 collection that restrictions in Singapore were relaxed enough for us to take on and create the final visuals for this collection.
We visited about 5 skateparks around Singapore. Xtreme skatepark on the east coast was our No.1 choice for the shoot because of the neutral background and diversity of images we could achieve. This skatepark is huge and caters for beginners right up to the pro’s.
We had an amazing and adventurous creative team of photographers, make-up artists and models brave enough to take on the ideas we had. Climbing into the bowel at Xreme skatepark is quite a challenge but we were treated with the rewards of fantastic images and a look book we are really proud of.
We have 32 styles in total with price points ranging from $19.90 to $49.90 SGD.