BRAND STORY
FEMANCE was founded in 2019 by two lifelong friends, Angel Tam and Celia Ng, embodying the essence of their strong and valuable friendship. Living in a place that mixes Eastern and Western cultures, they enjoy trying new things and challenging traditional ideas. They aim to share their artistic and life perspectives and inspire others through exquisite everyday fashion pieces.
BRAND VALUE
Femance seeks to express its artistic vision and life philosophy through everyday fashion, characterized by asymmetrical silhouettes and organic shapes. It encourages contemporary women to embrace freedom and exude confidence in their beauty.
“Beauty is born from the depths of emotion.”
FEMANCE embodies a philosophy where beauty harmoniously merges with nature, diverse cultures, and the very essence of existence. It is essential to embrace the natural world, welcome its transformations and allow it to be a part of our lives. With a vision to create distinctive designs inspired by nature and personal journeys, FEMANCE aims to elevate life's beauty and infuse elegance into your everyday attire, tailored to your desires.
Design is a continuous process of self-exploration. Living in the bustling, concrete jungle of modern life, we often find ourselves longing for the tranquillity of nature. We appreciate the beauty of organic transformation like watching plants and landscapes evolve through the seasons. The asymmetrical aesthetics of our designs echo the uniqueness of all creations and the streamlined silhouettes embrace the dynamic, harmonious fluidity that defines nature.
BRAND COLOUR
FEMANCE Lilac blends cool, calming blue and passionate, fiery red, resembling the two founders' contrasting personas. Tying these two dynamic shades together is a touch of sophisticated grey. The Lilac hue takes balance between the feminine and the edge, the classic and the contemporary. This colour fusion invites the wearer to explore the diverse possibilities of self-expression. It is a visual manifestation of FEMANCE's central mission: to empower individuals to find their unique personalities and styles.
BRAND SYMBOL
The new S Hourglass symbol of FEMANCE takes inspiration from a figurative object of time. Hourglass is a timeless icon representing the fleeting nature of time. Rather than simply marking the relentless passage of time, FEMANCE’s Hourglass design subverts the traditional symmetry, its rotational symmetry freezes time and records the transformative journey of life. It elegantly captures the essence of the brand's ethos.