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.

 

Pippa Como Print Top HK$ 490
Pippa Como Print Top HK$ 490
Rosie off-the-shoulder top in cobalt HK$490
Rosie off-the-shoulder top in cobalt HK$490
White Ginger and Cat Preston Jewellery
White Ginger and Cat Preston Jewellery

 

Maria Kaftan White GInger
Maria Kaftan in Cobalt Snakeskin HK$700
Rosie Top in white cotton HK$ 490
Rosie Top in white cotton HK$ 490

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.

Emma at White Ginger in Singapore
White Ginger’s timeless collection of resort wear

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.

Emma Femminile with Igo from Bali Life
Emma and Igo in Bali

 

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.

The Half Tuck
Essential Style Tip – ‘The Half Tuck’

To see more of the latest fabulous collection you can visit the website at http://www.white-ginger.com

Emma Femminile Founder and Creative Director of White Ginger
Emma Femminile Founder and Creative Director of White Ginger