Swimwear Designer Toni Chan of August Society will be debuting at Runway SG this summer. Here’s a sneak peek into what’s to come and what to expect.

The perfect beach vacation begins with picking the best swimsuit for our Instagram. Picture yourself standing before the vast ocean with your toes buried deep into the soft, white sand… surely a gorgeous swimsuit would be the icing on top of the cake.

Whichever style and mood you’re into, whether it’s flirty, active or modest, August Society have got you covered with their latest Tahiti-inspired collection. Debuting at Runway SG this summer, Founder Toni Chan of August Society shares more.

August Society is an interesting name for a swimwear brand, was there a reason for this decision?

It’s common for Southern Europeans to take the month of August off. Businesses shut down for that month, whole families gather and enjoy noisy BBQ dinners and lazy trips to the seaside. I wanted to capture this way of life in my brand: the kind of person you are when you’re switched off from work and enjoying life.

You made a transition out of your corporate job in designing without any design training. What inspired you to take the leap?

After getting my MBA, I became a Management Consultant, as many Business graduates do. I spent some years in the concrete jungle and decided I wanted to do something more creative. Growing up, I had always enjoyed Art & Design but of course, I pursued what most would call “practical” as a field of study and career. I was probably inspired by my parents, who were both entrepreneurs, although they would repeatedly warn me never to start my own business as it’s too much work.

It’s hard to go against the norm but I actually opened an art gallery for a year before starting August Society. That experience taught me that getting over fear is the hardest part.

Can you share with us the experience of launching August Society’s very first collection?

I was clueless at the start, no kidding! I knew I could draw, but I didn’t know how to use design programs like Illustrator and Photoshop. However, my experience as a consultant taught me that anything can be figured out, so I took some Fashion Design classes, started doing research on suppliers, and spoke to people in the industry. The design and sourcing part was only half the battle of starting a brand; there was also the business side of it too, so I spent a lot of time learning E-commerce and Digital Marketing.

What can we expect from the 4 looks you’ll be showcasing at Runway 2017?

We strive to be an ethical brand that commits to using sustainable fabrics. The fabrics from our latest collection are made from recycled waste plastic that would have ended up in a landfill, or worse, the ocean.

For the collection, I have created bold, whimsical and classic prints to ensure a timelessly stylish yet unique look. The prints featured in the show are inspired by my travels and they take us around the world – from the French Polynesia to Japan to Spain and back again.


Date: 16 June 2017
Address: the Hive Singapore, 59 New Bridge Road, Singapore
Tel: +65 6532 2119
Price: SGD$27

Book tickets here

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