Known for their easy-to-wear staples and distinctive silk prints White Ginger has a keen following in Singapore where it was founded in 2011. Emma Femminile is the founder and creative eye behind the elegant silhouettes of White Ginger’s deceptively affordable resort-wear. Her attention to detail and eye for flattering, effortless designs and eye-catching fabrics have made White Ginger a favourite with tropical sun-seekers everywhere. Even better, buying a piece from White Ginger helps to support the small production communities based in Bali where the clothes are manufactured by a small family-run business
Emma is in Hong Kong for a flying visit as she prepares to launch her brand to a wider global audience online. A curated selection from White Ginger’s new Spring/Summer 17 collection featuring separates that can take you from the beach to the bar in some gorgeous new prints, tangerine hues and cool, crisp, classic whites will be available to try out for size. We caught up with Emma to hear more about her inspiration and design aesthetic.
What is your own style and where do you find your inspiration for your designs?
My style is very classic – I have always loved Ralph Lauren and Calvin Klein and favoured timeless designs over hot trends. I am a huge lover of dresses which makes putting together an outfit easy. Style with a gorgeous Cat Preston pendant and heels and you are good to go. For more casual looks I always go for plain shorts/pants and a pretty printed top.
Running your own business is both challenging and rewarding. What’s your ultimate definition of success?
Being in a position to help others less fortunate. I am very blessed to be involved with Bali Life – an amazing charity giving hope to those less fortunate.
One of the things that defines you is your effortless sense of style. Do you have a favourite style tip you are willing to share?
The “Half Tuck”
Tucking in your top or shirt is something of an art form but the half-tuck has an effortlessly chic feel. It will elongate the legs from the front and void a bulky, unflattering silhouette from the back. Just tuck the front in and let the tail hang out for the right effect.
To see more of the latest fabulous collection you can visit the website at http://www.white-ginger.com