Curve fitting

A would have thought finding the right clothes would be easy for a beauty pageant finalist like Veena Rajee – however, she reveals that’s not always the case.

Despite her hourglass figure, the former Miss Malaysia World 2015 runner-up and Miss Malaysia Indian Global 2013 runner-up says she struggles to find the right outfit that matches her curvaceous figure.

“Finding an outfit became a challenge because of my curvaceous body. The standard size clothes available in the market were still not suitable, either in fit or material,” she said.

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

Veena leads an active lifestyle as her job requires her to network and meet with clients, which requires her to dress well for meetings.

“It was a constant problem to find the right type of outfit. I will be ordering online and when the outfit arrives the material will not look good or fit my figure. Also the international sizes are too big for a Asian body,” Veena shared her frustration.

Often, Veena had to hire a tailor to alter the clothes to suit her body. She grew increasingly frustrated with the situation over the years.

This ultimately motivated her to start her own online clothing business and as a result, Femnine, a Singapore-based brand that suits all local body types, was born.

From five-figure job to fashion designer

Veena had been working in banking and finance for more than a decade, but in February 2021, she was laid off from her five-figure job at a company in Singapore, which inspired her to pursue her true dream she had since nurtured. she was young.

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

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

“I studied accounting. For 11 years I worked in banking and finance, but just 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.

“I personally prefer an elegant aesthetic, a minimal and elegant silhouette, which I reflect in my design. I am a very elegant person. I like to dress up.”

She added, “So I wanted to create clothes that were flattering, with the right design and the right fabric to make sure they fit the Asian body, but [that] also makes it more reasonable and accessible to middle-income populations, who are the largest market in this region and will continue to grow in the years to come. »

Second, start-ups started to thrive when many countries went into lockdown in 2020. The lockdown actually sparked a surge of creativity in arts, crafts and food preparation, and while these new businesses started online, big companies have also moved online. to reach a wider audience.

Third, Veena thinks no one would want to wear the same outfit as another person.

Some outlets or online clothing companies sell the same dress to hundreds of people. Thus, during a party, another person can appear in the same dress.

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

Fourth, Veena has observed a shift in target consumers, with most online shoppers in their 30s. “I love millennials. We are the future and our needs are changing,” Veena said.

Considering all this and realizing the potential of her business, Veena decided to embark on the new business and create the new clothing line. She also took a huge risk by investing all of her savings in Femnine.

Define feminine woman

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

She chooses fabrics such as cotton, satin, French crepe and viscose, which fall beautifully on all body types and especially flatter a curvaceous body.

Describing her fashion designs as sleek and minimalist yet also stylish, comfortable and practical, Veena said, “Anyone who wears it will feel comfortable. And, most importantly, it’s the kind of clothing that makes someone confident

“Most of my clients prefer practical designs, and not everyone wants to look like they just stepped out of the Milan fashion show.”

Her clothes range from cocktail dresses, casual, semi-casual, workwear or fun for brunch with friends.

Before completing her collection, she asks herself a few questions:

“Is it comfortable? Would a woman wearing these clothes feel confident? Would I be wearing the design myself?”

Veena said, “Feminine women are basically modern women living in cosmopolitan cities. They know what they want and aren’t afraid to speak up. [They are] empowered women. »

365 days of beautiful clothes

Veena’s latest collection is called 365 days of summer. It consists of a mix of cocktail attire and semi-casual clothing, and is inspired by the hot climate of Southeast Asian regions.

“We come from an area that is warm all year round. We hardly change our wardrobes every season. Our clothes are consistent throughout the year.

“So I wanted to make the collection visible and vibrant with colors and its wearability 365 days a year and choose materials suitable for our climate.”

The new collection includes a black dress 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 have tried them on have praised her, saying the dresses fit them perfectly.

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