SM ups its fashion game with seasonless In Good Company store opening

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Singapore-based In Good Company opens its first store in the Philippines. The seasonless fashion shop is located at SM Makati. Photo by Francine M. Marquez, InterAksyon.

Forget about summer and the holidays, or fall and winter, if you will. Today’s fashion trend is all about enjoying fashion pieces one item at a time. Fashion companies are now recognizing the importance of going seasonless as it gives a lot of thought to climate change and how to sustain their clients or shoppers’ brand loyalty.

In Good Company is one fashion label that is asserting this philosophy of creating not a time-bound collection but “capsules” that include modern pieces for building up a stylish wardrobe. This progressive brand was recently introduced by SM Premium Fashion Retail Designs Inc. and opened its first Philippine store at SM Store Makati on September 8.

The modern minimalist designs of In Good Company are also matched by the store’s clean interiors and neutral palette. Photo by Francine M. Marquez, InterAksyon.

SM Premium Fashion Retail Designs Inc. is under property and retail giant SM Investments Corporation. In Good Company is the newest luxury brand that the group has brought in after Calvin Klein Platinum and British brand Joseph. Fashion Forum, another high-end store concept, features investment pieces from top foreign labels like Cynthia Rowley, Adrianna Papell, Donna Morgan, Donna Ricco, London Times, Maggy London, Max and Cleo, and Miss Couture.

Effortless everyday style
Just as its clothes exude that modern minimalist look, In Good Company’s store at SM Makati also embraces this utilitarian sparseness in its interiors. Giant glass panels serve as doors and surrounding walls, tables, and racks carry a neutral tone to let the clothes pop out even more.

In Good Company was established in Singapore in December 2012 by its Creative Director, Sven Tan, and Chief of Design, Kane Tan. Their creative partnership has brought them the “Designer of the Year” award at the 2016 Singapore Fashion Awards. Completing their team are Jaclyn Teo and Julene Aw who are both in charge of the company’s finance and operations. The four have been good friends even before they started their company.

Key design features of In Good Company are its distinct tailoring and draping that throws in surprise details for each piece.

Clothes from In Good Company’s Capsule 11. Photos courtesy of In Good Company.

Capsule 11, the brand’s first batch of clothing available in the Philippines, highlights “sharp, modern, fluid silhouettes with technical detailing and visual panels.”

Meanwhile, Capsule 11 accessories look to the constellations and hyper-nature for inspiration. Pieces include neckpieces with pop-color ceramic balls and geometric bars, and abstract florals in resin or looped frills of ribboned flower tassels. All the necklaces are hand assembled and finished with hand stitches.

Accessories from Capsule 11 of In Good Company. Photos courtesy of SM Retail.

Co-founder and creative director Sven Tan shares in a press statement, “We’ve always worked a lot with fabric manipulation, but this collection presents an even higher technical finesse. We explored new shapes and draping techniques that create more movement and dimensionality, as well as new hardware such as oversized grommets, hanging ties, and d-rings that give the capsule a modern utilitarian look, in an ultra-wearable way.”

Price points
Capsule 11 is available now in stores. Prices range from Php3,885 to Php8,985 for tops, Php2,885 to Php5,485 for necklaces, Php6,985 to Php9,985 dresses, Php3,885 to Php9,485 for bottoms, and Php7,485 to Php9,985 for jackets.

Clothes from In Good Company’s Capsule 11. Photos courtesy of In Good Company.

Good collaborations
In Good Company is also known for supporting artists and artisans. In the Philippines, it hopes to do the same by coming out with pop-up exhibits or presentations.

During the SM Makati store opening, pop-up craft coffee stand serving hot brews gives shoppers a glimpse of the collaborations that could take place at In Good Company soon.

In Good Company is located at L2, The SM Store Makati.

A pop-up craft coffee house serves hot beverages at the opening of Singapore-based In Good Company’s first store in the Philippines. Photo by Francine M. Marquez, InterAksyon.