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ERIIN.com was launched on the 12th of January 2012, by Kate Tan & Maisha Miranda, with the aim of being the top online destination focused on showcasing upcoming designers from Asia, Australia and New Zealand, ERIIN.com offers a curated range of quality contemporary apparel and jewellery. Targeting young, stylish trend-setters, the online boutique’s style aesthetic merges street fashion with splashes of opulence and luxury. Conceived as a one-stop shop for discovering the latest designers from the region, consumers can expect a sensory experience as they navigate the site’s beautifully edited product pages and accompanying blog. With all editorials & looks conceptualized & styled by the ERIIN girls, ERIIN.com’s aesthetic is one that is unique, fashion forward & covetable.

ERIIN currently stocks the following labels: SINGAPORE - Kaehana, Saught, Desti Saint, Al&Alicia, Tezzo, Stolen, OwnMuse, By Invite Only, Mileti, Armoire, Tan&Brown, Quainthood REST OF ASIA - Josie Chen, RBRTH, Nikicio, Hanalie, Proudrace Nipples Revolt, The Project Madness, 22, YC : Ying Chu AUSTRALIA - Kahlo, My Secret Agent Lover Man, Talulah, Lost Revolution, One Teaspoon, Something Else


ERIIN.com’s SS2012 Trunkshow - “THESE ARE OUR HEROES”

on the 26th of April,

Thursday, was part of ERIIN’s endeavours to support young upcoming creatives & talents. Entitled “The ERIIN Heroine”, the project is based on the idea of collaboration and building a community of emerging start-ups & individuals specializing in various aspects of art and design. Under this project, we hope to celebrate & showcase entrepeneurs with a soul, a story and a dream. The four hour trunkshow was an intimate gathering of both the public and media, revolving around photography, fashion design & entrepreneurs, as well as the launch of the ERIIN iPhone App. Guests were treated to an exclusive live DJ set, French beer from Kronenbourg, and specially concocted ERIIN cupcakes. Highlights of the evening included revealing ERIIN’s collaborative editorials with established local photographers Fadli Rahman & Warren Wee, launching eight fresh Asia Pacific designers Saught, Kaehana, My Secret Agent Lover Man, One Teaspoon, Something Else by Natalie Wood, Josie Chen, RBRTH & Quainthood, and introducing the ERIIN Heroines - nine women who carved out a career from their passions, and never giving in to failure or obstacles they met. The Heroines included writer & social media expert Faz Abdul Gaffa of TheDramaDiaries.com, and Grace Clapham, established public relations & marketing guru.


ERIIN x FADLI RAHMAN “BOXER REBELLION” Styling by ERIIN / Makeup by Queena Do Despite his youth, Fadli Rahman, who is only 21 years old, has a unique aesthetic and a clear sense of beauty and artistic direction. Boxer Rebellion was ERIIN’s first collaborative effort with the photographer, and his creative vision & almost-perfect raw images was what has allowed him to achieve a commendable reputation within the Singapore fashion commmunity. With each photograph, Fadli makes a deliberate & conscious effort to think about his desired frame, and how to achieve it, creating an image that is filled with intensity, color and edge.


ERIIN x WARREN WEE x SAUGHT “SEEKING SAUGHT” Styling & Makeup by ERIIN Warren, the photographer behind ERIIN’s most recent editorial, White Walls, has an extremely impressive list of clients. Some of his recent regional work include campaigns for 1-Altitude, BYSI, the Marina Bay Financial Centre and Marina Bay Residences. Warren currently works out of his studio, OOSTUDIO, in a space that is painted completely white, and turned out to be the perfect setting for ERIIN’s WHITE WALLS editorial. Despite his long list of credentials and professional experience, Warren is extremely down to earth, easy going and open minded. Warren claims that he loves working with ERIIN because “they are progressive, fun and are budding entrepreneurs!” Likewise, we love Warren’s balance of innovation and professionalism


4"6()5 4*/("103F Started by Pamela Yeo, Adeline Heng & Ng Sook Zhen, Saught is a social enterprise which creates products from landmines & unexploded ordnace (UXOs) to support sustainability in postconflict countries. This year, ERIIN will be collaborating with Saught to create a special collection.

RBRTH is a jewellery label based in Bali, designed & hand crafted by Stephanie Vermaas, a free-spirited young individual. The label transforms symbols of the past into wearable, edgy statement pieces. Taking the old & translating it to the new, their newest collection “eleven” consists of covetable items inspired by Egypt.

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A ready-to-wear womenswear label from Singapore, Kae Hana produces her own original prints, skillfully pairing them with stylish cuts. The label is fun, unique and relatable. As one of PARCO Next Next’s Brand new batch of designers, her debut collection represents the perfect blend of creativity, quality & wearability.

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+04*&$)&/ 4)"/()"* The designer Joanne Swift carefully sources for high-quality metals in Shanghai, & reduces wastage by ensuring that every material she obtains is eventually used in her designs. With each piece being hand crafted to extreme intricacy, her designs are reminiscent of her British punk roots.


.4"-. "6453"-*" My Secret Agent Lover Man (MSALM) was created in 2010 by Kim Wong in Australia after she graduated with a degree in Jewellery Design. Her label has a whimsical & frivolous air, & MSALM is ERIIN’s pick to be the next DanniJo extremely covetable & on trend, with her latest collection riding on the color block & skull beading fashion trend.

Representing a covetable lifestyle that is relaxed yet well presented, Something Else believe that fashion is the ultimate form of self-expression. Natalie Wood’s designs are constructed to last over time in any woman’s wardrobe, with a curated selection of immaculate dresses & minimalistic tops, with clean simple cuts & drapes available on ERIIN.com.

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Tan & Brown was created by Australian sisters Olivia & Courtney. Together, the label produces chic, sophisticated bags, clutches & wallets, & using the most luxurious of materials - soft leathers, pony skins & exotic skins (that are all 100% CITES-certified). Every item is a cumulation of intricate & meticulous attention to detail.

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0/&5&"4100/ "6453"-*" Jamie Blake founded One Teaspoon in Sydney in her early twenties, & in 10 years, expanded it into an internationally successful brand. Having gained a cult following within the fashion community, the label is famous for its denim shorts & easy to wear dresses. Fantastically rebellious, sexinfused, old school rock & roll glamour.


In collaboration with their digital partner, Appollo, ERIIN.com launched the beta version of their iPhone / iPad application during the trunkshow. Focusing on the creative aspects of the site, the app showcases the designers stocked on ERIIN and their editorials, as well as the various campaigns that ERIIN has created specifically for the site. For its next level of development, Appollo & ERIIN will work on integrating a differentiated shopping experience, as well as increase its categories to cover greater aspects of creativity, including music, photography & design.


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ERIIN's SS2012 Trunkshow