The dynamics are fairly simple: from work-wear to casual outfits, women can choose a variety of items they want, wear them and return them to get something new to wear again for an unlimited number of times per month. Taking advantage of today’s technology, Style Theory is an extension of a woman’s wardrobe stored in the cloud. Given this, we decided to talk to the woman behind the fashion innovation to discover her drive in using fashion as a tool for daily and long-term empowerment.
Can you share with us your own personal relationship with fashion and why you decided to make a career out of it?
I used to shop a lot from local designers because I enjoy the craft and stories behind the brands. I didn’t actively decide to go into fashion, but rather I just wanted to create a solution to the age-long problem of clothes being under-utilised. This might also be why the company is more focused on data-driven decisions. The solution actually revolutionises the archaic notion of fashion consumption — solving the conundrum of why we are always buying new clothes but never have enough to wear. Style Theory opens the doors to an infinite wardrobe for women — a truly exciting alternative to our limited closets.
You are the definition of looking good while doing what you do. How do you stay empowered and inspired to do that every day?
The team’s passion and excitement in the work they put forward and knowing what we do will make history is very empowering. Besides that, setting routines to help me get dressed and get out in a record time of 15 minutes also helps. Lastly, I eat half a tub of dark chocolate ice cream when things get tough and then continue!
Speaking of empowerment, what do you think is the role of clothes, fashion, and style in daily empowerment?
Being able to dress the way that best represents yourself and being comfortable with your preferences and being confident with experimenting is very empowering. Style Theory enables access to these options by eliminating the traditional woes that come with a limited wardrobe.
Can you share with us the top three most popular labels that your patrons are obsessed with? Why do you think these labels speak to your patrons the most?
Keepsake because it’s romantic, trendy and fashion forward; People Tree because this is one of the brands that pioneered the movement towards more sustainable clothing and it goes to show that women care not only about style but also the brand’s vision; and Alice McCall because people who like this brand are confident and aware of their own style as this brand is bolder and sexier.
Lastly, if you were to narrow down your entire wardrobe to five staple pieces, what would they be?
A navy jumpsuit, a black dress, a dark knee-length vest, a sleeveless white blouse and a pair of light-coloured jeans.
Clozette’s “I Am Her” series features the female movers and shakers of the industry to learn how femininity and power coincide beautifully and seamlessly together.