SODA’s Red Party

Voir Group Introduces Revamped SODA At SODA’s Red Party

Kuala Lumpur: SODA, a well known fashion label housed under Voir Group, one of the local pioneering fashion retailers, takes centre stage in introducing its revamped creative directions in both merchandising and branding at Pavilion Kuala Lumpur, the official venue for the show, alongside with the runway presentation of its Holiday 2011/12 collection at 7:30pm.

Headed by the newly on board Creative Consultant, Gillian Hung, the fashion maestro in the fashion industry, who also currently holds the presidency at the prestigious MODA (Malaysian Official Designers Association), the SODA’s creative team aim to take the brand to another higher level where the brand will shine in the international fashion stage.

Featuring a total of 83 looks comprising of womenswear, menswear and childrenswear, the runway will be taking place at The Connection Precinct, Level 3, Pavilion Kuala Lumpur. Unlike other fashion shows, the brand wishes to introduce the revamped concept to the public, where the fashion runway is constructed on the street where the exposure is maximized.

“After 10 months of hard work, the entire team is so happy with the outcome and I myself am very proud of the revamped SODA. Of course, this is just the beginning of the long journey for SODA to grow and slowly venture into the international arena.

The industry is overly competitive and we have to put in extra efforts in order to put up a collection that is on par with other competitors, both locally and internationally,” explained Gillian Hung at the press conference prior to the fashion show which will be happening at 7:30pm later that night.

“Being in the market for more than 25 years, SODA is a brand that full of powerful potentials. When I was approached to provide creative consultation for the brand, I know that I will have to give SODA a strong injection of wild energies and raw edginess, transforming it into a brand that speaks only city chic language. So here we are, the revamped SODA with the first collection that everyone in the team has put their hearts and souls in,” Gillian added.

In conjunction with the revamping, SODA has also introduced a new tagline, “Inspired by the city for the city”, aiming to spread the city spirits to the world, via urban chic styles.

Furthermore, SODA has streamlined into mainly two categories under the umbrella – SODA Exchange, a range that is synonymous to stylish chic workwear and Pop SODA, a range that is defined as energetic urban streetwear. Every range consists of both womenswear and menswear, allowing the design concept for each range to flow creatively to create fashionably wearable pieces. The childrenswear range from the brand, SODA Kids, is offering the fun and edgy style, giving alternative options for the modern kids who want to experience the fascinating adulthood.

“The collection is about the laid back party mood that is being channeled by the glamour of the classicism of style with a twisted urbanity. It tells a story of typical New Yorker who enjoys living and loving her life as a party lover who works and play hard all the time,” passionately explained Gillian.

Last but not least, SODA wishes to express its deepest gratitude to the collaborating partners in this show: Pavilion Kuala Lumpur as the official venue, Flashlight Creative as the office event partner, Island Bistro as the official food and beverage, Miko Galéré as the official hair, Xpression Master Make-Up Academy as the official make-up and SODA Eyewear as the official eyewear.