SilkAir, the regional airline of Singapore Airlines, has introduced a new uniform designed by Alexandria Chen for its over 500 cabin crew on 15 April 2015. A Singaporean designer, Alexandria designs womenswear for her eponymous fashion label, ‘Alexandria Chen’. Her label was launched in April 2012 on the concept of “Fashion is a Form of Art”.
We caught up with the Nanyang Academy of Fine Arts graduate for an interview at SilkAir’s launch event.
Asia 361: Congratulations on the launch! Can you share with us how it all started and where your inspiration in designing the SilkAir uniforms came from?
Alexandria: I have been working with Mido Uniforms since 2008, and SilkAir has been partnering Mido for about 20 years for its uniforms. SilkAir flies both business and leisure routes. I wanted to do something diverse and play with colours. As you can see from the uniforms, the aqua blue is a calming blue. The plum red is a colour which denotes authority. So at one glance, one is able to tell that blue is for the juniors while the other is for the seniors.
I also added some touches of modernity – there’s the assymetrical and slanted neckline and the little creases at the sleeves. I proposed quite a number of concepts to SilkAir, and it evolved from there along the design process. We started in 2013 so it’s been over a year. We also tested the designs on the crew.
Asia 361: What inspires you, generally? What’s your design process like?
Alexandria: A lot of things. Art, books, people, travelling. I do research, then I come up with ideas through brainstorming. Sometimes it’s something that catches my eye. Then I’ll do research on it and start sketching.
Asia 361: What do you wear to work everyday?
Alexandria: Mostly smart casual because I run around a lot. I design for my own label as well as corporate uniforms. If I’m working on uniforms I’ll be in the office, otherwise I’ll be visiting suppliers, such as textiles providers.
Asia 361: Where do you go to shop for clothes?
Alexandria: I buy those of local designers as well as high street brands like Topshop and COS. I wear my own design from time to time – this is my design *points to her white blouse* but I wore a jacket over it.
Asia 361: What’s your next project?
Alexandria: My next collection, as well as uniform projects which I can’t go into more details about yet.
Asia 361: Who’s your style icon?
Alexandria: Olivia Palermo (the American socialite) as well as Russian designer Miroslava Duma – (gushes) she’s so small-sized but makes such an impression. I saw her in New York once.
Asia 361: What, to you, are 5 fashion must-haves for a woman?
Alexandria: Lipstick, eyeliner, nude heels, black fitted skirt, and black pants. I feel naked if I step out without lipstick and eyeliner. Oh, and throw in one more – eyebrow pencil.
Asia 361: What’s usually in your handbag (a black Balenciaga City)?
Alexandria: My makeup pouch, mobile phone, notebooks, sketchbooks which are now in my other bag, sunglasses, wallet, tissue pouch.
Asia 361: What’s your dream project?
Alexandria: I like collaboration projects, working with other partners.
Designer Alexandria Chen (centre) poses with SilkAir flight crew wearing her creations.
Alexandria’s label is available at Sarah B at One Raffles Place. More information on Alexandria is found at alexandriachen.com/
