Weekly Sparks
Mar 11, 2022 By Michelle
The fashion industry has been one of the biggest casualties of the pandemic. As a result, the idea of dressing up for many women has shifted after months of being confined at home. Many were forced to take wardrobe inventories in Marie Condo style, which has prompted consumers to consider the enormous environmental impact of fashion on planet earth.
The buzz on eco-friendly fashion became louder with many of the largest organisations and privately-owned businesses jumping on the sustainability bandwagon. However, it takes a more distinctive and personalised approach to stand out, particularly in the competitive lifestyle and fashion industries.
Sera Murphy knows this too well. The fashion globetrotter launched The Reoutfitter in 2020 with a view of driving the circular fashion ecosystem. Sustainability is more than just a business ethos for The Reoutfitter. It is a personal philosophy that Sera has been deeply committed to for several years.
Having worked in fashion and retail in the most fashion-savvy cities including New York, Los Angeles, Hong Kong and Singapore, Sera is well positioned to guide clients and consumers and help them elevate not just their look but their awareness for more socially impactful purchasing decisions.
Sera has successfully advised clients to maximise and repurpose existing items in their closets and, for new purchases, how to carefully select clothes and accessories that best fit their personal look and lifestyle (which understandably has changed over the past two years). Clients have cited Sera’s expertise in helping them invest in wardrobe essentials that stand the test of time and the constantly-evolving fashion trends.
Sera explains to Weekly Sparks why sustainable fashion extends beyond simply buying environment-friendly clothes and accessories.
WS: Several businesses in Singapore are focusing on recycling or repurposing clothes and accessories. How does The Reoutfitter differentiate itself from these?
SM: First, I'd like to say that while there are several businesses in Singapore focusing on second-hand, there aren't enough to even put a dent in the amount of excess waste created from the fashion industry and our consumption habits.
When we consider how much we buy and how little of it gets worn, there is a great opportunity from both a business and personal perspective for growth. The Reoutfitter is positioned differently because we hand-pick and meticulously curate everything that is listed on the shop.
The majority of the merchandise comes from our styling clients, who have committed to dressing in a way that would reduce future waste. This way, we can ensure there is a balance between sizing, price points, brands and style. We personally know the previous owner of each garment and know why it didn't work for them. Having that connection with the garment allows us to extend its life by finding it a new home. Perhaps it was a fit issue, or a style issue, there's such a wide range of needs that we can really pinpoint it down to someone who will have greater success with that garment.
WS: Are you seeing many changes in how women, in this ‘new normal’, are viewing fashion? With less larger gatherings and nights out, what are people buying more and less of these days?
SM: Yes, there are huge changes to the way people dress now. People are no longer willing to sacrifice comfort, ease and utility in the way they dress, even with the most fashionable of clients. It's a breath of fresh air because it forces us to really reckon with our purchases. My clients are leaning toward pieces that have more versatility, so gone are the days of sheath dresses to work and in are the straighter cut shirt dresses that can be worn to work and while running errands on the weekends. Heels are also becoming obsolete in women's wardrobes. Even if they are wearing a fancier dress, I'm now seeing them paired with flat sandals or with sneakers.
WS: How did your business cope over the past two years when “dressing up” or buying clothes wasn’t a key priority for most people?
SM: Despite not dressing up, this was actually the best time for my business as so much of my personal styling mantra involves dressing in a way that isn't so buttoned-up. I've long been a supporter of the tee-shirt-and-shorts look, but done in an elevated, cool and accessorized way. Many clients now want to achieve that look – the look of effortlessness yet somehow put together. They also want advice on how to buy clothes that will last longer and pair with as many pieces they already own, which is another key focus of my shopping services. Shopping and buying aren’t always about making the client look as glamorous as possible. It's about finding pieces that will complete the puzzle for their existing wardrobes. We've been inundated with requests for styling services, so much so that we're trying to find ways to be able to offer more!
WS: Give us your best tips… what should we keep and give away in our closets?
SM: Keep the pieces you love! Give away things that don't fit. This isn't just a physical fit, it's a mental fit as well. This is where I can come in to help.
WS: What are your favourite brands for clothes and accessories that you think stand the test of time?
SM: I love what local brand ‘In Good Company’ has been offering lately. They have a great fit for anyone in the medium to large ranges and their styles tend to be somewhat abstract and architectural. As for accessories, I always advocate for investing in solid gold pieces. Chrisaphe offers styles that you can layer and wear every day that add an instant elevation to your look.
WS: Where do you want to take your business in the next 12-24 months? What would success look like for you?
SM: I'd love to expand on the shop by offering more styles and variety. Ideally, I'd love to have a physical space where customers can come try pieces on! As for success, the ultimate success for me is making people feel happy about their clothes and being able to share in that joy.
WS: What has been your favourite repurposed purchase ever?
SM: While not the most ethical, I found a vintage fur stole at an estate sale in Upstate New York that I've mended as the seams were falling apart. It's one of those pieces that transports you to a different era. It even has initials embroidered on the inside. While I don't believe in buying new fur, I am happy to rehome those from the 1950s-60s because, well... fashion was a lot different then and I embrace what is already made.
Michelle | ws