Don't you just love it when a brand comes along that is accessible in every sense? Affordable, wearable, and fashionable without being over-designed? Well, that rare alchemy has most recently been achieved by EDIT, the Hong Kong-based label from Genevieve Chew and Jacqueline Chak. An accountant and architect respectively, they opened up a concept store stocking emerging brands in 2012, but decided to turn their attention to creating their own in-house label two years later. Here, they tell us all about it—and then we shop our favorite pieces. Fun!
How did you meet?
Genevieve Chew: We met years ago when living in London as students. We were introduced via a mutual friend and instantly became great friends.
You're an accountant and architect, respectively, how did you make the jump to fashion?
Jacqueline Chak: We've both always had a passion for art and fashion, even when studying. We spoke about dreaming of opening a store one day, and the more we chatted, the more we realized it was something we could apply our accountancy and architecture skills to.
What was the eureka moment when you thought: Let's create a fashion label together?
JC: There was a moment when we felt that there was a gap in the market for super-wearable yet affordable fashion. Most brands in the contemporary price range have risen to be high-end contemporary and we felt that EDIT could be the label that offered clothing for multiple occasions without making too big a hole in your pocket.
Had you always secretly wanted to be fashion designers?
JC: As an architect, it's no secret that I've always loved creating things and fashion is one way I can express that.
GC: Although I was an accountant, I've always loved buying fabrics and taking them to my local seamstress to make something I had in mind. I never thought that I would one day do that as part of my job! So I guess: yes.
What's the best thing about having a fashion label?
GC: Seeing it being worn by so many different people and in so many different ways. It shows us that people understand our brand concept: wearing our pieces for all occasions.
What is the creative process? How do you go about designing the pieces?
JC: First, we come up with a moodboard, referencing an era and a color palette. There are certain shapes that always stay true to EDIT—such as the peplum styles, which we redevelop each season. We also like to be playful with styling: We put all the pieces together and play dress-up; we like to mix and match pieces in the collection to create a range of total looks.
Do you have a signature piece or style and if so what is it?
GC: We absolutely love our skirts and dresses, especially the more structured styles.
How would you describe the label?
JC: A go-to that works for every occasion. We design for the everyday girl/woman. She is someone who loves fashion.
What's your favorite piece from the current collection?
JC: The dress with the bandeau, it's amazing.
Keep an eye on 67edit.com for updates!