At societyA, Pre-Fall 2024 embodies the spirit of sisterhood through the lens of wanderlust. Featuring a curation of soft silhouettes, sharp tailoring and shimmering partywear, hear it from societyA founder, Pek Lay Peng and buyer, Michael Mok on what makes this season filled with must-haves for fashion aficionados.
The girls’ trip has finally made it out of the chat for Pre-Fall 2024! What message would you like to convey with this campaign and collection this time around?
Lay Peng: The best part of a girls’ trip is the shared memories that will last a lifetime. I love it when my girls and I can just have fun, uplift each other and express ourselves through fashion for the trip!
What are your hopes for the #societyAWoman with this new collection?
Lay Peng: For our new Pre-Fall collection, I would love for our societyAWoman to fall in love with herself over and over again.
For Pre-Fall 2024, how would you best describe the #societyAWoman?
Lay Peng: This season, the societyAWoman loves hard and keeps her heart open to receive love.
How did you decide on the brands and styles for Pre-Fall 2024?
Michael: The societyAWoman is unapologetically individualistic and experimental in many facets of her life and style. I always want to bring in new contemporary brands that match the identities of these women. For Pre-Fall, we introduced a perfect synergy of brands—some more feminine and elegant than usual such as David Koma, LaPointe and Altuzarra. These brands have been well-received and loved by fashion enthusiasts in the UK and US.
What message would you like to convey to the societyAWoman through the new brands that are introduced to societyA? or Pre-Fall 2024, how would you best describe the #societyAWoman?
Michael: Focusing on the individualism the societyAWoman stands for—David Koma is for the woman who dares to be sexy and assertive, while LaPointe and Altuzarra are for those who exude an air of feminine elegance through different approaches of sensuality. These labels complement the societyAWoman who dresses confidently and expresses herself through fashion.
Any styling tips to share with our #societyAWoman this Pre-Fall 2024?
Michael: Never be afraid of dressing up. You can dress up whenever you want, however you want, with whatever you want. If you feel overdressed, tone down statement pieces with casual separates like denim that can easily take you from day to night.
Discover Pre-fall 24 Collections here
Collection Highlights:
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