Fit the curves

ONE would have thought finding the right clothes would be easy for a beauty pageant finalist like Veena Rajee, however, she reveals that this is not always the case.

Despite having an hourglass figure, the former Miss Malaysia World 2015 finalist and Miss Malaysia Indian Global 2013 runner-up says she struggles to find the right dress that fits her curvy silhouette.

“Finding a dress has become difficult due to my curvy body. The standard size dresses available on the market weren’t always the right ones, regardless of whether it was the fit or the material, “she said.

“I have a curvy figure, so I had to be selective about what I could wear and what would make me look slim. I also thought about losing some weight (in parts) to fit certain types of clothes, ”Veena said.

Veena enjoys an active lifestyle while her job requires her to network and meet clients, which requires her to dress well for meetings.

“It was a constant problem to find the right kind of outfit. I will order online and when the outfit arrives, the material will not look good or it will not look appropriate for my figure. Plus, international sizes are too big for an Asian body, ”Veena shared with her frustration.

Often Veena had to hire a tailor to modify the clothes to fit her body. She has grown increasingly frustrated with the situation over the years.

This ultimately motivated her to set up her own online clothing company and hence Femnine, a Singapore-based brand that suits all local body types, was born.

From five-figure job to stylist

Veena has worked in banking and finance for more than a decade, but in February 2021 she was fired from her five-figure corporate job in Singapore, which in turn spurred her to pursue her true dream she had cherished. he was young ever since

Despite her interest in the fashion world, Veena confessed that it took her a long time to recognize her dream.

Raised in a conservative family, Veena was told she received “the right education” and “the right job”.

“So I studied accounting. For 11 years I worked in banking and finance, but only two years ago I decided that designing clothes was what I really wanted to do. So, it was now or never, [and] I took a leap of faith, ”Veena revealed.

“Personally I prefer an elegant aesthetic, a minimal and classy silhouette, which I reflect in my design. I am a very elegant person. I like to dress well “.

She added: “So, I wanted to create clothes that were flattering, with the right design and fabric to ensure they fit the Asian body, but [that] it also makes it more reasonable and accessible to the middle-income population, which is the largest market in this region and will continue to grow in the years to come ”.

Second, start-ups began to grow as many countries joined the bloc in 2020. The bloc sparked renewed creativity in art, crafts and food preparation, and as these new businesses began online, even large companies have moved online to reach a wider audience.

Thirdly, Veena believes that no one would want to wear the same dress as another person.

Some retail outlets or online clothing companies sell the same dress to hundreds of people, so when attending a party, another person may appear in the same dress.

Veena herself was caught in such a situation when one of her co-workers wore the same dress to the office, and it was embarrassing for both of them, all day.

Fourth, Veena observed a shift in target consumers, with the majority of online shoppers in their thirties. “I am a millennial. We are the future and our needs are changing, ”Veena said.

Taking all of this into consideration and realizing the potential of her business, Veena decided to dive into the new adventure and create the new clothing line. She also took a huge risk by investing her lifetime savings in Femnine.

Define a feminine woman

Veena believes in highlighting various body shapes in her designs and as such creates fashionable collections, with simple silhouettes made from high quality materials.

She chooses fabrics such as cotton, satin, French crepe and viscose, which adapt beautifully to any body type and above all flatter a curvy body.

Describing her fashion designs as elegant and minimalist but also elegant, comfortable and practical, Veena said: “Anyone who wears it will feel comfortable. And most importantly, it is the type of clothing that makes a person confident

“Most of my clients prefer practical models and not all of them want to look as if they have just stepped off the runway at the Milan Fashion Show.”

Her outfits range from cocktail dresses, casual, semi casual, business dresses or fun dresses for brunch with friends.

Before completing his collection, he asks himself a few questions:

“It is comfortable? Would a woman wearing these clothes feel confident in them? Would I wear the model alone? “

Veena said: “Feminine women are essentially modern women living in cosmopolitan cities. They know what they want and are not afraid to express themselves. [They are] emancipated women “.

365 days of beautiful clothes

It is called the latest collection of Veena 365 days of summer. It consists of a mix of cocktail dresses and semi-casual attire and is inspired by the warm climate of the Southeast Asian regions.

“We come from a warm region all year round. We hardly change our wardrobes for each season. Our clothes are consistent all year round.

“So, I wanted to make the collection visible and vibrant with colors and the ability to wear it 365 days a year and choose the right material for our climate”.

The new collection includes a black dress studded with gold studs and a blue one shoulder dress, which perfectly fit the curvy figure and are her favorite pieces. In fact, many women who tried them praised her, saying her clothes fit her perfectly.

Sizes currently available range from XS to L, or UK 6 to UK 12, but plans to include more sizes in the future.