Aijek
Aijek is a Singaporean womenswear label founded in 2010 by designer Danelle Woo. It is known for feminine lace and embroidered dresses, alongside made-to-measure wedding gowns.
| Founded | 2010 |
|---|---|
| Founder | Danelle Woo |
| Origin | Singapore |
| Signature | Lace and embroidered dresses |
| Website | aijek.com |
What is Aijek?
Aijek is a womenswear brand from Singapore built around intricate lace and embroidery. The label positions itself on timeless, feminine pieces, and has become one of the Singaporean fashion names with an audience beyond its home market.
History
The brand was launched in 2010 by Danelle Woo, a self-taught designer who previously worked as a public relations director for an American agency in Shanghai. The name Aijek is her Chinese name, Kejia, spelled backwards. The label has also shown at Singapore Fashion Week.
Products and positioning
Aijek focuses on dresses and separates in lace and embroidered fabrics, priced in the premium bracket. Collections have moved between romantic femininity and a cleaner, more confident look; the Autumn/Winter 2016 range blended classic silhouettes with a modern bohemian feel and more structured fabrics. The brand also offers made-to-measure wedding gowns, each taking around two months to produce.
Distribution
In Singapore the label has been stocked at Tangs department stores, including Tang Plaza and VivoCity. Internationally it has been sold online through Shopbop, giving it reach with customers outside Southeast Asia.
Why it matters
Aijek is an example of a Southeast Asian designer label that combined local department store distribution with international e-commerce platforms to build a following abroad around a clearly defined signature.
Frequently asked questions
Who founded Aijek?
Aijek was founded in 2010 by Singaporean designer Danelle Woo. The name is her Chinese name, Kejia, spelled backwards.
What is Aijek known for?
Aijek is known for feminine lace and embroidered dresses, and it also makes made-to-measure wedding gowns.