Our “I Am Her” series features the female movers and shakers of the industry to learn how femininity and power coincide beautifully and seamlessly together.
Every woman has encountered these age-old complaints when it comes to daily fashion: “I have nothing to wear AGAIN!”, “My wardrobe is bursting”, “I don’t know what to buy” or more often than not “I have no time to shop”. But Raena Lim decided that women of today, who are already caught up with juggling too many roles in a fast-paced lifestyle, should no longer worry about these issues. Thus, the creation of Style Theory, a platform which brings unlimited access to designer clothing for women in Singapore, following a 'Netflix-for-Fashion' model, came to life.
The dynamics are fairly simple: from work-wear to casual outfits, women can choose a variety of items they want, wear them and return them to get something new to wear again for an unlimited number of times per month. Taking advantage of today's technology, Style Theory is an extension of a woman's wardrobe stored in the cloud. Given this, we decided to talk to the woman behind the fashion innovation to discover her drive in using fashion as a tool for daily and long-term empowerment.
Can you share with us your own personal relationship with fashion and why you decided to make a career out of it?
I used to shop a lot from local designers because I enjoy the craft and stories behind the brands. I didn't actively decide to go into fashion, but rather I just wanted to create a solution to the age-long problem of clothes being underutilised. This might also be why the company is more focused on data-driven decisions. The solution actually revolutionises the archaic notion of fashion consumption — solving the conundrum of why we are always buying new clothes but never have enough to wear. Style Theory opens the doors to an infinite wardrobe for women — a truly exciting alternative to our limited closets.