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Wednesday, 26 December 2012 11:02

Foreign talent

You may not know Peir Wu yet, but this Singaporean menswear label in London is set to make waves. You heard it here first.

Foreign talent

Instead of enrolling in a local university, 28-year-old Wu Peirong embarked on a journey of self-discovery after graduation from junior college, travelled the world and gave her somewhat-uncertain future serious thought.

In 2003, she enrolled at LaSalle College of the Arts and found a craft she enjoys — fashion design. When she turned 21, she moved to London and landed an internship with Raf Simons in Antwerp for two whole seasons from 2007.

“The team was small so I did everything and anything… start to finish for each collection: Research, experimenting, preparing for fittings,” Wu recalls. “I was given a lot of responsibility; the head designer would give me a brief and I had to come up with possibilities and solutions.”

Your label Peir Wu is not available in Singapore. explain the brand philosophy.

The brand philosophy of Peir Wu is all about reductionism, discarding the superfluous and mundane, with a focus on the essentials and finer qualities of life. It has a less-is-more approach, is modern, almost futuristic and very pure.

I’m challenged and inspired by what is taken for granted, or considered “classic” and, in the problem-solving process, seeking new solutions or discovering new combinations.

For instance, in my Fall/Winter 2012-13 collection, one of the main pieces was a tailored “cyclist” jacket — I took away the lapels, welt pockets and button closures. I then added zip closures, an invisible zipped back pocket (like in a cycle jacket), and ribbed sleeves to it.

It was a simple but radical change from the typical two- or three-button tailored jacket and became my bestseller of the season — a very pleasant surprise.

Who is your target audience?

In our over-communicated, over-commercialised world, the Peir Wu man is someone who is independent in thought, and very discerning; he steps out of the mass hysteria of everyday life and forges his own path because it makes sense to him. It is a very modern, intelligent approach to life.


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