THAVIA: Brand Story and ESTATE Collection

THAVIA is all about fashion forwards basics, detailed driven classics and statement silhouettes. On trend key pieces are carefully curated to provide all women out there with accessible options for those who juggle multiple roles at work and at home. THAVIA pieces can be easily styled to suit your mood and can be worn on many different occasions from day to night. We talked to entrepreneur, designer and Creative Director of THAVIA, the beautiful Tengku Chanela Jamidah, to discuss the renown brand.

 

How would you describe the brand THAVIA?

Tengku Chanela Jamidah: REFINED CHIC. A feminine approach to the model off duty look. Effortless and with a focus on details. It is a brand that is inspired not just by the runways but the streets and encouraging and highlighting artistic values – all for women empowerment.

 

Tell us a bit about the ESTATE collection and the inspiration behind the collection?

Tengku Chanela Jamidah: It’s all about 80s glamour with our puffed sleeves and gold hardware. I would imagine my parents in that era and how everything was vibrant and energetic. Disco played a big role in setting the scene and mood behind the collection. A bit of drama here and there highlighted in some of the tops and rope detail.

 

What are your top picks from the collection?

Tengku Chanela Jamidah: The Sloane dress is definitely one to highlight! I am in love with the fabric, it’s white – a classic colour but the shape of the dress suits all kinds of womanly shapes and can be worn on its own or with pants underneath. The Sonya drop shoulder top is also such an in trend piece. The sleeve shape makes it quite interesting and we used an oversized round belt that can be styled in so many ways. The Zola dress is also my fave, it’s such a comfortable and versatile piece, suited for all occasions – in the office, at a party or for that weekend meetup with your girls. I love them all!


How has the brand evolved since it first began?

Tengku Chanela Jamidah: We definitely have developed a more solid aesthetic. We captured the essence of the brand and learnt what differentiates us from the rest. We are aware that content and imagery is everything, so look out for more of our video series which we will share on instagram.

 

What projects are you currently undertaking and what can we expect to see from THAVIA in the future?

Tengku Chanela Jamidah: Our plans are to take this brand international. 2018 is a big year for us as we see the potential to enter other markets. We also have some major campaigns and collaborations in the works.  THAVIA is not just all about clothes. It’s about a certain lifestyle and we are ready to take things to the next level. We may even whisk some personalities off to a nice getaway. Oh and would you guys like to see some accessories? Who knows! Keep updated on our instagram @thaviathelabel for lots of surprises.

Check out the rest of THAVIA’s sophisticated ESTATE collection here.

 

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