In fashion parlance, prim is in. Adopt an aesthetic of reserve and mystery in trim and unflinching composure
Tiered ruffles, blooming flowers and delicately nuanced layers; petals of flowers unfurling onto the fabric
Depictions of rural idylls of a pond scenery intertwined with water lilies have us swooning over with provincial charm
On the runways, Prim is Proper, and works for a multitude of wardrobe briefs, the austere sophistication of classics.
Rooted in the body-conscious, look-at-me sensibility of the modern day, but stubbornly enticing, upcoming on Wed 17 May 8PM.
Inspired by the printed cloth produced in the French town of Jouy-en-Josas, the pattern depicts rural idylls of a pond scenery intertwined with florals. Casual but chic, this blouson dress spotlights a discreet two-tone flower motif. Falling in love is easy when you're wearing the Water Lily Scenery TDJ Dress. Various tonal flowers pave the way to create the perfect boho print. It takes on the evergreen, blouson silhouette, with buttons and pockets, which highlight a flattering spring figure. Full, blouson sleeves frame an ethereal printed dress. Channelling the spirit of travel, this blouson buttoned dress is crafted with breathable cotton featuring a two-tone floral motif. Its decorative buttons down enhance its fit-and-flare silhouette, while short mid sleeve blouson sleeves add volume. Sweet little 70's blouson dress in a gorgeous scrollwork floral print with cool fall palette, shades of pink and blue abound. Comfortable, lightweight, and pretty as a picture, retro blooms are hand printed on white cotton with pale pink/blue accents allover. The blouson style is one of our bestselling shapes. Set an all-around romantic tone, this bohemian-styled dress features airy sleeves, a flattering cinched waist and pockets. In beautiful tonal floral, this dress has got that retro romantic thing down pat. It combines romantic floral flair with a classic faux button front and soft blouson sleeves to create a number that every wardrobe needs, in every colour. A full-button front, all-over floral print, and flirty blouson sleeves with gathered shoulders merge to create the lasting allure of another one of our TDJ inspired pieces. Sweeten your day-to-night vibe in this flowy dress framed by blouson sleeves, a button front, a dress that combines measured volume and modern proportions. A fitted waist renders a refined blouson effect, released by softly rippled shirring to complement with its rippling and brimming with effects scenery. Comes with side pockets. Decorative buttons down front. Elasticised sleeve hems. Fully lined, not sheer. Made of cotton polyester blend. Comes in navy blue, sky blue and pink. Available in sizes S, M & L.
Exclusively manufactured by LeChicSG under our label.
Styled with Strappy and Happy Slide Sandals Taupe, Moving Right Along Strappy Heels Cream, Petals Aflutter Hoop Earrings Blush and Scandi Ark Short Hook Earrings.
Size S: Ptp 16.5”, Waist 13”, Hips 22”, Down 34”, Sleeves 19”
Size M: Ptp 17.5”, Waist 14”, Hips 23”, Down 34”, Sleeves 19”
Size L: Ptp 18.5”, Waist 15”, Hips 24”, Down 34”, Sleeves 19”
*Model is UK6, 172cm. She wears size S.
Swaths of fabric dotted with tonal floral bouquets cascade down this summer breezy number with a notched collar. Chic on so many levels, this midi dress boasts well-considered tiers below a beautifully rendered textural bodice. Tonal floral embroidery motifs details the lace textured silhouette of this relaxed and roomy dropwaist dress, pulled together with a matching sash tie. A dress with garden party prettiness on a work appropriate style is cut from textural charm luxe eyelets, with enchanting floral embroidery. This simple dress is covered in beautiful lace broderie allover and present such a fun option. The dress is fully lined and the floral embroidery stand out in subtlety against the same textural backdrop. A fuss-free number that exudes springtime fun and adds flirty flair with allover eyelet embroideries, this dress marks the beginning of summer without any peek-a-boo snafus. It is also extremely easy to wear any day and conceals any food belly with its relaxed fit. With its elastic waistline, it can also accommodate maternity bumps! Finished at the hem with a beautifully wide ruffled bottom, the dress is enriched with delicate floral embroidery motifs and fully lined to bring that dose of femininity in its details. Made intriguing with its textural small posies embroidery, this romantic number evokes nomadic sensuality. Cut from lightweight cotton linen into a figure-framing silhouette before falling to a wide ruffled hem, this pretty number crafts a tale of romance that would have us all swooning over with provincial charm. Comes with side pockets. Elasticised at waistline. Fully lined, not sheer. Concealed back zip closure. Made of cotton linen rayon. Comes in navy blue and white. Available in sizes S, M & L.
Exclusively manufactured by LeChicSG under our label.
Complimentary matching sash tie as per featured.
Styled with Moving Right Along Strappy Heels Cream and Petals Aflutter Hoop Earrings Blush.
Size S: Ptp 17”, Waist 13” – 16.5”, Hips 18.5”, Down 43.5”
Size M: Ptp 18”, Waist 14” – 17.5”, Hips 19.5”, Down 43.5”
Size L: Ptp 19”, Waist 15” – 18.5”, Hips 20.5”, Down 43.5”
*Model is UK6, 172cm. She wears size S.
An ethereal boxy fit gives this ruched drawstring top a poetic cloud-like shape. It has a high-rise drawstring waist and oversized sleeves with elastic cuffs. A trendy-shaped top. A fun little extra flair with the paper bag style and exaggerated waistline. This all-purpose crop top will work for a multitude of wardrobe briefs, from a casual Sunday brunch look - just add trainers - to 9-5 polish - just add a statement flat and slacks. You can't go wrong with a stylish boxy puff sleeve crop top with an adjustable ruched waist that allows you to complete your look. A cute take of a summer basic, this ruch waist top is great for a cropped summer style. From work to a coffee date or a trip to the boardwalk, our crop top is ruched with elastic at the sleeves. An easy-fitting blouse in a midriff length with drawstring side ties waist detail, wide sleeves, subtle ruching at the sleeves. Ruching accents the sleeves and set-in waist for a flattering fit. Comfortably lounge at home or run about in our crisp top as the temperatures rise, styled in a boxy cropped fit with elasticated cuffs and hem. Features adjustable fitting in a cute boxy summer fit, this is one of the best crop tops for any body type. The oversized style accentuates a slimmer version of the waistline. This top is meant to be worn oversized. Fashionable and functional, the cropped t-shirt has been elevated to a basic style. A high-rise waist topped with a comfy drawstring waist injects playful personality and a weekend-perfect vibe. Elasticised sleeves. Adjustable drawstring side ties on waist. Pull over style with keyhole closure at back. Made of polyester blend. Comes in white and black. One size only.
Styled with The Toile Story Printed Pleated Maxi Skirt Black, The Toile Story Printed Pleated Maxi Skirt Pink, Something Smocked Swing Midi Skirt White, Strappy and Happy Slide Sandals Taupe, Moving Right Along Strappy Heels Cream, My Strappy Sundance Block Heels Nude Pink, Hotness on Hoops Tassel Earrings Black and Petals Aflutter Hoop Earrings Blush.
Ptp unrestricted
Waist up to 26” across
Down 14” – 26”
*Model is UK6, 172cm.
This gorgeous roomy blouson dress with embroidered bell sleeves has an angelic feel with a slight bohemian inspiration. Pair it with gladiator sandals and an earthy rattan bag for a day look. Brightly coloured embroidery frames and enlivens this dress with an easy dropwaist shape and roomy blouson sleeves. The roomy sleeves showcase and depict dreamy details – embroideries emulating the branching out of foliage and ferns that are outlined with embroidery along the cutouts, highlighted with little specks of colour that resemble exotic feathers of birds like the peacock or phoenix. Pretty much looks like you have wings! This utterly romantic and playful holiday dress makes us think of hazy Tuscan afternoons, wandering through olive groves with a basket tucked under our arms. Picture this scene in this roomy and comfy silhouette, and visualize your own adventure in the midst of homegrown florals. Strewn with dreamy botanicals, this dress combines a swingy shift silhouette with femme blouson sleeves for retro-chic results. Wear this easily all day and may the enlivening embroidery uplift your spirits! Functional buttons at sleeve cuffs. Pull on style. Made of polyester blend. One colour only. Available in sizes XS, S, M & L.
Styled with Moving Right Along Strappy Heels Cream and Petals Aflutter Hoop Earrings Blush.
Size XS: Ptp 18.5”, Waist 17.5”, Hips 23”, Down 32”, Sleeves 19”
Size S: Ptp 19”, Waist 18”, Hips 23.5”, Down 32”, Sleeves 19”
Size M: Ptp 20”, Waist 19”, Hips 24.5”, Down 32”, Sleeves 19”
Size L: Ptp 21”, Waist 20”, Hips 25.5”, Down 32”, Sleeves 19”
*Model is UK6, 172cm. She wears size XS.
Beautiful garden florals bloom against this thick strapped bustier midi while a tiered skirt adds playful movement. Enhance your curves with this bustier-style dress, which has a fit-and-flare silhouette. This midi-length dress showcases a tiered hem, which enhances the overall look by adding a unique element to it, making it super flouncy. Decorated with floral bouquet prints in fresh tonal-red, yellow and green hues, it is made with a flattering bustier-style bodice and voluminous tiered midi skirt that flows gently as you walk. Patterned with a botanical floral motifs allover, it is fitted through the bodice before falling to swirls of billowing fabric enhanced by stunning garden blooms. Complete with a floral print across the entirety of the dress in beautiful tiered layers, this garment is whimsical and bewitching all at once. Evoke an elegantly nostalgic mood in enviable volume that offers the perfect swish for summer. This provides the perfect canvas for the garden party print - the creamish background allows the flowers to stand out. Tiered ruffles, blooming flowers and delicately nuanced layers bring ultimate romance to a midi dress perfect for garden parties or date nights alike. Various garden flowers pave the way to create the perfect fall boho print. The garden florals print here is set alive on garment, with the petals of the flowers unfurling themselves like the fabric. Each flower is delicate, yet bold: creating an almost kaleidoscopic effect. Lined waist up. Concealed back zip closure. Made of polyester spandex blend. One colour only. Available in sizes S, M & L.
Styled with Moving Right Along Strappy Heels Cream and Petals Aflutter Hoop Earrings Blush.
Size S: Ptp 17”, Waist 14.5”, Hips 21”, Down 50”
Size M: Ptp 18”, Waist 15.5”, Hips 22”, Down 50”
Size L: Ptp 19”, Waist 16.5”, Hips 23”, Down 50”
*Model is UK6, 172cm. She wears size S.
A trendy tee sweatshirt dress and sexy bodycon dress in one. This soft stretchy dress accentuates your every move. You’ll be a knockout whether you dress it up in heels or dress it down with sneakers. The longling style in stretchy cotton works wonderfully for slimming down your frame as you walk, giving you all sorts of stylish wiggle room. A softly structured midi dress detailed with hooded hat, attached drawstring and roomy kangaroo pocket in front, this piece has all you need to get you through the day and also got you well covered. Finished with practical large kangaroo pocket that is also cute and punctuating, this cute summer dress is made of rayon cotton spandex, giving it a soft texture and a lightweight feel you'll be thankful for on warm days. It is also extremely stylish and stretchy, which makes it easy to dress for the everyday. It has a classic T-shirt look with a conservative neckline and easy short sleeves, however, what elevates the dress is its fab bodycon fit that stretches to accommodate your walk yet has a slimming effect at every angle. And bonus: It has pockets. A dress that’s made for the weekend. We went to great lengths to lengthen this, with a soft rayon fabric for easy movement that is not constricted. Keep it casual with sneakers or sports accessories. Functional front kangaroo pocket. Drawstring hoodie attached. Pull over styling. Made of rayon cotton spandex. Comes in sky blue, pink, black and grey. Available in sizes S & M.
Styled with Moving Right Along Strappy Heels Cream and Petals Aflutter Hoop Earrings Blush.
Size S: Ptp 14.5” – 19”, Waist 11.5” – 15”, Hips 14.25” – 18.5”, Down 48”
Size M: Ptp 15.5” – 20”, Waist 12.5” – 16”, Hips 15.25” – 19.5”, Down 48”
*Model is UK6, 173cm. She wears size S.
We took a favourite vintage cotton fabric, in a lovely heathered texture and added pretty woven eyelets into a flattering, tiered, super special babydoll top. Thick straps, a square neck style that drop down from thick straps, and swingy body make this just as much a staple in the office as on the weekend. Go into the finer embroidered details in this fuss free and easygoing babydoll eyelet style, that makes for the most effortless piece you can own this Summer. This top features scalloped eyelet trimmings, a figure flattering babydoll styling, and in a summery white colour for effortless matching & easy styling. An easy style perfect for repeat wearing, this is made for the romantics who like a bohemian mix of eyelets, frills and a babydoll silhouette. Time to soak up the sun in this comfy and sweet, fashionably adorable babydoll top! Scalloping tiers of lace and eyelets, thick straps. Slip on style. Made of cotton linen blend. One colour only. Available in sizes S, M & L.
Styled with Made to Comfort Reversible Skorts Brown, Strappy and Happy Slide Sandals Taupe and Petals Aflutter Hoop Earrings Wintry Blue
Size S: Ptp 15.75”, Down 19.5”
Size M: Ptp 16.75”, Down 20”
Size L: Ptp 17.75”, Down 20.5”
*Model is UK6, 172cm. She wears size S.
Great for the everyday, whether you are relaxing or getting out and about, this breezy pair of crisp white culottes will be something you will keep reaching for every time! Fitted with side pockets, and pull-one styling with elastic waist on the reverse only, this comes in a cropped length and wide leg for a laidback, lightweight and breathable, they are perfect for feeling the breeze. Casual and cool, this pair is made of a lovely, supple and weighty cotton blend, and sits neatly on the waist and over the hips. Creates a casual silhouette and offers cool comfort. Add a little more ease to your attire. Slip into this pair of effortless, wide legged cotton flax blend culottes for a day under the sun. Perfect for work, the relaxed and comfy culottes have a light feel with classic wide cropped legs, casting a flattering silhouette. An elasticated waistband ensures comfort, creating the perfect pairing for a pop over shirt and trainers. Comes with side pockets. Elasticied at back of waist. Pull on style. Made of cotton polyester blend. One colour, one size only.
Styled with Shirrest Chance Ruched Crop Cami Oatmeal, Moving Right Along Strappy Heels Cream, Petals Aflutter Hoop Earrings Blush, Coastal Colours Abstract Kimono Jacket Navy Blue, Coastal Colours Abstract Kimono Jacket Azure, Coastal Colours Abstract Kimono Jacket Cream, Coastal Colours Abstract Kimono Jacket Blush, Coastal Colours Abstract Kimono Jacket Coral, Everyday Basics Camisole White, Everyday Basics Camisole Almond, Scandi Ark Short Hook Earrings and Colour Candy Enamel Earrings.
Waist: 12.5” – 17”
Hips unrestricted
Down: 31”
*Model is UK6, 172cm.
See you at our launch on Wednesday, 17 May, 8pm!