In June 2014, the Korean label Stylenanda opened in Singapore. It took up a section of the new i.t store at Orchard Gateway, at #B1-13, #01-18 and #02-24, where shoppers could try on its clothes for the first time instead of guessing from a screen.
That mattered because most Stylenanda pieces were sold in one size. Anyone ordering from its website had to judge the fit from photos. A fitting room in Orchard Road removed that guesswork.
Where Korean fashion stood in 2014
Korean pop culture, from K-pop to dramas to beauty brands, was already shaping what Singaporeans wore and bought. Stylenanda was among the best-known names. It began as an online blogshop, grew into its own label and had a large store in the Hongik University area of Seoul.
Wing Tai Retail runs i.t in Singapore with Hong Kong-based I.T Group. Its Orchard Gateway branch was the third i.t store in the country. It covered 10,000 square feet across three floors and carried 11 street-fashion brands, including AAPE by A Bathing Ape, izzue, 5cm and Low Classic. The retailer said the store was brought in with exclusive capsule collections from two Korean labels, Stylenanda and Low Classic. At the time, Stylenanda was described as a trend indicator in Korea that had spread to Hong Kong, China, Japan and other Asian markets. Hong Kong actress Charlene Choi officiated at the opening.
The store’s listed hours then were 11am to 9.30pm.
Three Stylenanda lines on the floor
The Singapore space carried three lines: Nanda Made, KKXX and the beauty brand 3 Concept Eyes.
Nanda Made
Nanda Made is Stylenanda’s own label. That season it was organised around three themes. “Tenir Salon” was the dressier one, “The Funky Town” was fashion-forward and “Holiday Couture” was casual.
Standout pieces included the Lotus Mesh pencil skirt and midriff top, which had a graphic print under a mesh overlay and came from the Tenir Salon theme. The Holiday Couture banana-print cropped tee and jersey skirt were fun, though a lot worn together. They worked better split up for a casual weekend. The MWAH Cancan Tweed top and matching lace-trimmed skirt were the most ladylike of the set, and they suited Singapore’s weather and the trends of the day. There were also Star Wars tees, in oversize and cropped versions.
KKXX
KKXX was the streetwear-leaning line. It was mostly black and white, with touches of grey and red. It offered oversized tees worn as dresses, body-con dresses, logo and slogan tees, leggings, bags and snapback caps, with plenty of sheer detail. The Kindly Kitsch & XOXO skirt had a transparent panel at the hem to break up a black pencil skirt. The KKXX long tee dress had lace sleeves. Both were easy ways to wear the trend without looking overdone.
3 Concept Eyes
Stylenanda’s beauty label launched in 2009. It was built around eye looks made from three colours, pink, orange and beige, with instructions in the packaging. By 2014 it had grown to include cleansers, body products, nail polish, makeup tools and brushes.
The eye palettes were still the signature products. The Eye Brow Kit had two cream brow colours that could be mixed to match your hair. The Glam Cream Shadows gave the soft-shimmer eye associated with K-beauty. The nail studs and spikes, meant to be attached to a manicure, gave a more K-pop look.
What it cost
In 2014, Stylenanda prices at i.t ranged from S$39 for a top to S$169 for some of the more elaborate dresses. Accessories were around S$69. The Stylenanda section was in the basement, next to the shoe section.
Twelve years on
That opening was in 2014, which is 12 years ago. No current source confirms whether the Stylenanda section is still at i.t Orchard Gateway or what it stocks today. Shoppers who want to know should check i.t Singapore’s official channels, and the Stylenanda website for online orders.