Curve fitting

ONE thought finding the right outfit would be easy for a beauty pageant finalist like Veena Raji, but she reveals that’s not always the case.

Despite her hourglass figure, the former Miss Malaysia World 2015 finalist and Miss Malaysia Indian Global 2013 runner-up says she struggles to find the right outfit to fit her curvy silhouette.

“Finding an outfit became a problem because of my curvy body. The standard size clothing available on the market has always been the wrong size, be it size or material,” she said.

“I have a curvaceous figure, so I had to choose what I can wear and what will make me slimmer. I even thought about losing some weight (in some parts) to match certain types of clothes,” Vina said.

Vina leads an active lifestyle while her job requires her to socialize and meet with clients, which requires her to dress well for meetings.

“It was a constant problem finding the right outfit. I will order online and when the outfit arrives the material doesn’t look good or won’t fit my figure. In addition, international sizes are too large for an Asian body, ”Vina shared her disappointment.

Often Vina had to hire a tailor to tailor her clothes to fit her physique. Over the years, she became increasingly frustrated with the situation.

This eventually motivated her to start her own online clothing company and thus Femnine was born, a Singaporean brand that caters to all local body types.

From five-figure job to fashion designer

Vina had been working in banking and finance for over a decade, but in February 2021, she was fired from her five-figure corporate job in Singapore, which in turn spurred her on to fulfill her real dream, which she has cherished ever since. she was young.

Despite her interest in the fashion world, Vina admitted that it took her a long time to realize her dream.

Raised in a conservative family, Veena was advised to get the “right education” and the “right job”.

“So I studied accounting. I worked in banking and finance for 11 years, but it was only two years ago that I decided that fashion design was what I really wanted to do. So now or never [and] I took a leap of faith,” said Vina.

“Personally, I prefer a sleek aesthetic, a minimalist, stylish silhouette that I reflect in my designs. I am a very stylish person. I love to dress up.”

She added: “So I wanted to create clothes that flatter the figure, with the right design and fabric to suit the Asian body, but [that] also makes it smarter and more affordable for the middle income population, which is the largest market in this region and will continue to grow in the coming years.”

Secondly, the startup boom began when lockdowns were introduced in many countries in 2020. The lockdown has effectively sparked a resurgence of creativity in arts, crafts and food preparation, and while these new businesses have started online, big companies have moved online as well. to reach a wider audience.

Thirdly, Vina believes that no one wants to wear the same outfit as another person.

Some outlets or online clothing stores sell the same dress to hundreds of people, so another person may show up in the same dress at a party.

Vina herself got into such a situation when one of her colleagues came to the office in the same dress, and they both felt awkward, all day long.

Fourth, Vina noticed a change in target consumers: the majority of online shoppers were in their 30s. “I’m a millennial. We are the future and our needs are changing,” Vina said.

Taking all this into account and realizing the potential of her business, Vina decided to plunge into a new business and create a new clothing line. She also took a huge risk by investing all her life savings in Femnine.

Definition of a feminine woman

Vina believes in emphasizing different body shapes in her designs and therefore creates fashionable collections with simple silhouettes made from high quality materials.

She chooses fabrics such as cotton, satin, French crepe and viscose, which fit perfectly on any type of figure and are especially flattering to curvy figures.

Describing her clothing designs as elegant and minimalistic as well as stylish, comfortable and practical, Veena said: “Anyone who wears it will feel comfortable. And, most importantly, it is such clothes that make a person self-confident.

“Most of my clients prefer practical design, and not everyone wants to look like they just stepped off the runway of a Milan fashion show.”

Her clothing ranges from cocktail dresses, casual, semi-casual, work wear to fun clothes for brunch with friends.

Before completing her collection, she asks herself a few questions:

“Is it comfortable? Will a woman feel confident wearing it? Will I wear the design myself?”

Veena said: “Feminine women are essentially modern women living in cosmopolitan cities. They know what they want and are not afraid to express themselves. [They are] empowered women.

365 days of beautiful clothes

Vina’s latest collection is called 365 days of summer. It consists of a mixture of cocktail dresses and semi-casual wear and is inspired by the warm climate of the regions of Southeast Asia.

“We come from a region where it is warm all year round. We hardly change our wardrobes for every season. Our clothes are constant throughout the year.

“So, I wanted to make the collection stand out and bright, to be worn 365 days a year, and to choose a material suitable for our climate.”

The new collection includes a black dress with gold studs and a blue one-shoulder dress, which are perfect for a curvaceous figure and are her favorite pieces. In fact, many of the women who tried them on praised her, saying that the dresses fit perfectly.

Current available sizes range from XS to L or UK 6 to UK 12, but she plans to add more sizes in the future.