The founder of Florette The Label, Ai Phing, is a . As an aspiring marketer working for corporate and start-up companies in her 20s, she realized that there is a gap for quality and affordable wrap dresses.
While the label started off focusing on wrap dresses, Ai Phing realised that her customers loved the wrap dress because it is easy to wear, comfortable, easy to maintain and suitable for all body shapes. They commonly exclaimed, "I didn't realize that it's so easy to look elegant!". So she thought, "Why not expand beyond the wrap dress that still allow women to feel the same way?".
She came to the realization of women wanting to dress elegantly, yet not waste time on choosing or cleaning clothes, and ultimately wanted to be comfortable throughout the whole day. In the busy-ness of life, many time-poor women struggle to find pieces that could express both their femininity and professionalism.
She found the perfect solution with jersey-based apparels ; iron-free, comfortable and stretchable fabric that allows busy women to be taken seriously with clothes that represent their identity, even on the busiest days.
To cut the hassle of going to the dry cleaner, all Florette The Label pieces fully machine washable at home
Working comes with long hours, and stiff clothing can trap the body and tire you even more
Florette The Label utilizes stretchable fabric allowing you to achieve more in a day in supreme comfort
All Florette The Label pieces are designed to allow you achieve instant elegance and to be timelessly chic rather than relying on flashy trends
Since then, the jersey fabric has since became the hallmark of all of our designs, all handmade by a team of craftsmen based here in Kuala Lumpur, Malaysia. The label has expanded to other designs including jersey dresses, tops, rompers and jumpsuits.
Our vision is to empower women to achieve instant elegance while dressing up every morning. We believe that every woman deserved to present the best version of themselves everyday in their life, no matter how busy they are.
"If we only live once, let's strive to give 100% in our everyday life and not forget the joys of being a woman through it all!". Ai Phing