Shito “del.icio.us” Autumn Winter 2010 Campaign by Test Shoot Gallery
“del.icio.us” presents a palate of colors – in stripes, bright shades, glitter and prints – influenced by retro pop culture. Shito brings these colors into strips of suede, PVC and snakeskin leather. This sinfully irresistible collection screams, “You know you want it!” to all women out there.
Shito enters Autumn/Winter 2010 in its most titillating form. The collection rebels against traditional fashion trends and chooses instead to flirt with colors in the grayest season of the fashion year. The collection “del.icio.us” is just too delish to resist!
Creative and Fashion Direction / Ashburn Eng
Shoes / Shito
Make-up & Hair / Chris Ruth
Tattoo Artist / Jeremy Tan
Styling Assistance / Shanna Matthew
Model / Anna L
Shito, despite being a young shoe label freshly introduced to our local designing scene, proves that it is packed with enough sensuality to flirt with the feet of our local woman. In conjunction with the collaboration together with TSG for their latest ad campaign, Alice Soedirman (one-half behind the label) helps familiarize us with the label more in our exclusive interview.
TSG: This season you included wedges and flats, a different addition to your normally high heels-dominated collections in the past. Are there any reasons why?
Alice: We wanted to expand our footwear range to our fabulous heels. At Shito, we truly believe that great shoes come in any height.
TSG: What are the references you always come back to in your work? Are they any techniques you employed so far in designing and creating your shoes fascinated you the most?
Alice: I am constantly amazed by how a pair of good shoes can beautifully frame a woman’s legs. With designing, I always come back to how I can frame that leg to its outmost beauty. Technically, I find footwear designing fascinating as it demands me to look at many different perspectives that were never considered in the process of apparel design. For example, the space within the shoes needed for the arch of the foot, and the construction of stable high heels are crucial considerations in the designing process.
TSG: What is your idea of elegance in a woman?
Alice: I believe elegance is something that cannot be bought but is possessed naturally. To me a woman is elegant when she is confident in herself and knows how to carry herself in grace and femininity.
TSG: Who would be the ideal public ambassador for the brand? And if there is one, who is your muse?
Alice: Dita Von Teese. She carries sexiness in the most elegant and feminine way. She is sultry and has a little teasing edge, everything that Shito stands for.
TSG: What would be your own personal shoe choices?
Alice: Definitely high heels. I want to wear high heels 24 hours 7 days a week.
TSG: Do you have any plans to expand to other countries?
Alice: Yes. Aside from Singapore, we are currently available in Jakarta, Indonesia. We are also in the process of expanding to Malaysia, and hopefully to Australia as well.
TSG: With the upcoming trend of couture shoe designers like Christian Louboutin collaborating with Rodarte to create statement pieces for the runway, which major fashion houses would you love to design for and why?
Alice: Dolce and Gabbana, and it would be a dream come true. As a designer, I have always been fascinated with 2 things- shoes and corsets. To me, no other brand portrays sex, confidence, and elegance in a woman better than Dolce and Gabbanna.
TSG: How did you get to know Test Shoot Gallery?
Alice: Test Shoot Gallery has been gaining reputation in the local fashion scene for their amazing advertising campaigns, and their various collaborations with various designers did manage to create a buzz.
TSG: What made you collaborate with Test Shoot Gallery for your ad campaign this season?
Alice: The amazing advertising campaigns that Test Shoot Gallery have produced reflects their understandings of each label’s individual point of view.
TSG: Is the idea of creative collaboration important to you?
Alice: Yes. As a designer, I believe with a balance of good design and individuality of the label will always reach out to the everyone out there. Hence, creative collaborations are one of the best platforms to showcase that balance.
TSG: Besides platforms like Singapore Fashion Festival to create awareness, what kind of support do you feel home grown labels need?
Alice: I think home grown labels need more frequent media exposure and support like being featured in the magazines, workshops and Asia-wide tradeshows. Frequent media coverage will create more awareness for home grown labels for local market knowledge.