Fashion designer extraordinaire Azalea Ho is one who truly understands a real women’s body. With her impeccable elegance and design aesthetics, the talented beauty is truly one of a kind. Contrary to what you may think, she had her fair share of insecurities something that paved way for her interest in fashion and catapulted her pursuit of brand excellence.
With a steady flow of customers who admire her attention to detail, on top of abundant creativity, it’s safe to say that Azalea’s star is firmly in ascendance. Her latest F/W16 collection exudes classic and chic pieces. Every piece epitomizes the designer’s personality, as she admits her focus on creation is a fundamental part of her brand. Ultra chic, understated glamor, skillful construction and subtle volumes that create structure, Azalea admits a penchant for the Italians’ way of fashion la dolce vita style.
We were quite lucky to be able to sneak in a few moments to speak to the gifted couturier and mom-to-be, about her exciting brand development and ultimate love for beautiful clothes.
Were you introduced to fashion at a very young age?
I drew since I was eight so I have always had an interest in the arts. I did pen drawing which is considered freehand artistry. One needs a lot of patience to do it. My mom loves clothes. She was my greatest inspiration. Whenever she picked clothes, she would ask me to assist her to choose the kind of style for each occasion. My father ran a business so my mom often attended events and gatherings with him. Asian culture is deeply rooted in tradition. How a woman portrays herself is like a mirror or a manifestation of her other half which is her husband. It was very important for my mother to dress smart but she was very stylish and that opened up everything for me.
Was there a crucial moment when you realized you wanted to pursue the path as a Fashion Designer?
I did decide at a very young age that I wanted to be a fashion designer. I have a birthmark on my back. It’s quite distinctive. When I was little, I would always think what clothes I could wear that were feminine and yet covered my mark. It always got me thinking about clothes.
Normal girls could buy whatever they wanted but my imagination went as far as creating clothes for myself. I thought deeply to myself, that I can’t be just alone there must be other women like me out there who think and feel the same as I do. That triggered my dedication to pursue fashion design. I eventually outgrew the insecurities. Now, I’ve built the confidence to wear what I want.
Having worked with international brands, what did you learn from these experiences?
I have worked with Michael Kors, Calvin Klein and Armani. These brands are a testimony of creative and commercial mixed together. My educational background was also a mix of both, so our training was deeply rooted on working with various brands that are huge in the mainstream market. My style and my knowledge would be more focused on clothes that were wearable instead of dramatic, and I believe that’s my strength.
Do you think Macau fosters a creative environment for talents like yours?
Macau has its own special place in my heart. We get a lot of support from clients who appreciate fine art and creativity. That truly means a lot as a fashion designer.
What do you love most about Macau?
It’s such a warm environment. People are very relaxed and undemanding. I believe it’s a place you can truly enjoy and discover yourself. I love MGM in particular and I love dining at Aux Beaux Arts. I feel like I am in Europe and I don’t need to travel to actually feel the ambiance. The oysters are really fresh and I love the beautiful space.
How did you start your namesake brand? And how do you foresee it growing?
I wanted to create a classy and elegant brand for ladies who run their own business. I envisioned working women who often attend event and meetings. They just not represent themselves but something higher. Form and structure play a key role in the elements of my design, and professional looks– with curves –but still business-oriented.
It’s been three years and it has done extremely well but not without its challenges, of course. It has been tough at times but I have nothing to complain about. The positive reception of our brand is great and we get support from a steady following of clients and we even get sponsorships. It’s come a long way in its business journey and I am confident it will grow immeasurable as we go on in our creative path.
Who is the epitome of the Azalea Ho brand? Any celebrities whom you hope to dress someday?
Angelina Jolie is a classic beauty and it would be a dream come true to dress her. She’s a mom and a truly strong woman. She represents ideas about how a woman should be nowadays. There are a lot of great ideas about female equality. She wears a lot of suits and at the same time elegance is still there. It would be an honor to have her wear our brand.
How is your design different from your other competitors?
We’re in a good middle ground of creativity, we focus a lot on the material and we are attentive to the cuts and fitting of each garment. We are meticulous with the structure and that’s our strong point.
Many commercial brands choose stretchy fabrics so they wouldn’t need proper fitting. We try not to do that we try to make the perfect compromise between the better fabrics but, at the same time, thinking about cost. We want to be able to be accessible for actual working women.
Do you have a favorite fashion destination?
Italy is my firm favorite. The rich history, culture and fashion forward thinking is something that continues to inspire not just as a designer but as a businesswoman.
What kind of advice would you give the younger generation who wants to pursue the same career?
You need to understand your customers and also their behavior and emotions. You need to understand why they need certain clothes or colors in their lives.
I spend a lot of time trying to understand my clients. Each brand would have their own set of a circle of clients. You have to focus on the kind of market you project your brand and our clientele are women who have the same beliefs as us.
With various categories in their daily lives, I often think of what they need in terms of wearability and comfort, and that affects my design changes. I try to understand every facet of a woman so, when I design, I can provide something they could feel proud of. There’s a lot of logic behind a woman’s choice of clothing. My advice would be when designing, you need to spend 90% understanding before you draw anything.
Take a peek at Azalea Ho’s F/W16 Collection below:
Azalea Ho Couture Shanghai and Macau, www.azaleaho.com, [email protected], +86 021 6114 0200
