Monthly a la mode
MANILA, Philippines - It’s no surprise that The Florence Fling is steadily gaining a devoted following online. The ready-to-wear line releases a themed mini-collection each month, enticing potential and returning customers every few weeks with new offerings, at an accessible price range from P1,500 to P2,650.Tessa Nieto-Villalon, the entrepreneur behind the three-month-old label, knows how to excite her customers. Balancing a taste for trends with an eye for long-term wearability, she introduces cuts and silhouettes that enhance personal style through an array of prints, patterns, and unexpected contrasts. The brand’s appeal is expressed as a deftly-edited selection of tops, dresses, skirts, jackets, and pants, ideal for the current climate. We caught up with the hardworking designer to learn more.
YSTYLE: Can you describe The Florence Fling’s design sensibility?
Get in line: Stripes are back in a bold way. TESSA NIETO-VILLALON: Quirky, feminine, bold, fun yet easy, comfortable, and ultra-chic. It’s perfect for work, events, or leisure, yet timeless enough to become closet staples.
Who are your core customers?
The brand attracts young, eclectic women who like to mix pieces they’ve collected through the years. They want to be unique and stand out. They will not opt for pieces that are too trendy, yet will not also settle for styles that are for the much older generation.
Why did you choose to go online?
Starting online enables me to showcase my designs without worrying about major costs. It also allows me to test the market and gain feedback from my customers. This is very important to me; learning about my customers and what they expect from my brand will better prepare me for when I open my own shop.
What sets you apart from other online shopping sites?
I offer well-thought-out pieces — in limited quantities — that fit well and have good quality. I refuse to sell items that are disposable. My intention is to sell clothes that customers can keep and wear again, every now and then. There are a lot of women who value this when they buy clothes.
Mini me: Growing up doesn’t mean you have to leave the fun behind. Look youthful in a shorter hemline. Can you talk about your history and experience in fashion, and how this led to your business venture?
My personal love affair with fashion began in high school, when I started modeling. I got exposed to different clothing brands and worked for a lot of fashion companies here and around Asia, for a good 12 years. This gave me a chance to be around a lot of fashionable and highly creative people, who inspired me to pursue my studies further in Florence, Italy. I took up fashion merchandising at Polimoda and did a short OJT with popular brand Patrizia Pepe. After Italy, I was immediately offered a job at a well-known local fashion retail company here in Manila as a merchandising manager. I worked in that company for three years, and then I got married. Wanting to have a work-life balance made me resign and, eventually, start my own business. It was good timing, really.
Tell us about your current collection.
This month’s collection is called “Neo-lectrify Me!” It’s all about the electric spectrum, its colors and movement. Details of the four-piece collection include summer solid brights, neon ‘electric’ waves, the introduction of light fabric such as cotton voile and a bit of jersey, and a new take on the perfect summer shorts: a semi-high-waisted, tapered piece with a bit of ruffling on the hem to give it a feminine touch — a Florence Fling first!
Urban chic: Invest in a versatile printed dress this summer. What do you have planned for Florence Fling?
I will continue to sell online and hold private sales and trunk shows. Some time next year, I plan to open a small shop.
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Visit The Florence Fling at www.theflorencefling. multiply.com, www.facebook.com/theflorencefling or email theflorencefling@yahoo.com
