Classics Anew
CASE STUDY
Created by Redress, 2019
Classics Anew
Classics Anew is a Hong Kong-based brand founded in 2014 by Redress Design Award alumna Janko Lam. Early in her career, while working for a TV station designing costumes for a Chinese period drama series, Janko became inspired by the style of loose form robes and wide sleeves. This exposure to traditional clothing led her to adopt Chinese tailoring techniques to create the heritage inspired, yet modern cheongsam dresses and separates that form her design collections.
In this case study, Janko Lam shares the importance of personal connection between the customer and the clothing, and her approach to longevity for her brand Classics Anew.
Can you give us some insight into your customers?
Classics Anew collections are based on heritage design, well-tailored garments, and handmade details, which have become our brand signature appreciated by our customers. In addition, we offer cheongsam-making workshops to our customers. I think this experience of being a part of the fittings and tailoring brings the customers closer to their garments, thereby creating a sense of occasion, loyalty, and personal attachment to our brand.
What is your key approach to make long lasting garments?
The brand offers alterations for all of the Classics Anew collection pieces. To ensure further longevity, we also offer a custom-made service in the hope that customers will treasure items more over their lifetime if they have more say in their formation. A sense of cultural pride with a cheongsam is an example of cultivating an emotional attachment that leads to getting more use out of the garment.
Image credit: Classics Anew
How do you ensure the garments last a long time?
By engaging directly with customers, I have been able to better understand their desires and needs. Classics Anew collections include modern detailing which enables the customer to easily mix and match our pieces with existing items in their wardrobe. Many pieces are also cut with a looser fit in comparison to the traditional fitted cheongsam. The modern cut creates greater comfort for the wearer, suiting today’s wardrobes and market expectations, as well as adding flexibility if the wearer’s body size changes over time.
Why does Classics Anew choose to use overstock textiles?
We use traditional fabrics such as woven silk, as well as non-traditional fabrics such as denim, (as above on the left). The denim is from overstock that would otherwise be discarded, and rescuing waste fabric is an action that aligns with my sustainability goals. I do not consider myself a sustainable designer, rather, I believe it is my responsibility as a designer to use quality textiles that will retain their value and withstand time. I also try to use all the scrap materials after cutting patterns to create buttons for the garments (shown above on the yellow floral blouse), which also adds to the storytelling of Classics Anew.
Can you tell us more about the workshops you organise for the public?
Classics Anew organises regular workshops for both children and adults in our Hong Kong studio. We show how to create traditional Chinese clothing and implement techniques such as a custom made cheongsam dress and handmade fabric flower buttons.
After opening the studio, visitors often asked about why a cheongsam dress has such a high price tag. I started the workshops as a way to educate the public about the impacts of the fashion industry and to encourage a recognition of the skilled work that goes into making clothing. As a result, my students have a deeper understanding of the craftsmanship that goes into making garments, which helps with the dialogue between clothes and their wearers — a disappearing feature in fashion nowadays.