In celebration of prettyFIT's 30th anniversary, the homegrown footwear label unveiled a capsule collection in collaboration with local actress Joanne Peh and her daughter Mimi. Titled "Little Steps, Big Dreams", the mother-daughter collection is a heartfelt homage to childhood dreams and Mimi's personal aspirations. Shot against soft pastel hues, the dreamy campaign features Joanne and her daughter in graceful, ballerina-like poses as well as candid shots that highlight their intimate bond.
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"I thought it’d be a wonderful opportunity for my daughter and I to work on the collection together because I recalled her wanting to be a shoe designer when she was young," shares Joanne. Infusing a whimsical, childlike wonder with prettyFIT’s contemporary style, the three-piece capsule collection was largely inspired by Mimi's favourite shoes and childhood memories. Take for example, the adorable kitty sandals that resemble her beloved cat stuffed toys, and sneakers reminiscent of Mimi’s beloved slip-on boots.
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THE COLLECTION
Available in both junior and adult sizes, the versatile collection comprises the Celestial Flats, Misty Sandals and Starlit Sneakers. Inspired by "aluminium foil" shoes that Mimi crafted when she was younger, the elegant Celestial Flats come with a patent bow strap adorned with metal rivets. Meanwhile, the Misty Sandals are a seamless blend of sophisticated design and irreverent playfulness. Crafted from denim fabric, the whimsical shoe features an embroidered cat face and a petite block heel. And for all the sneakerheads out there, delight in the Starlight Sneakers that embody both function and comfort. These high-top kicks are crafted from airy mesh and cow leather and come equipped with a velcro strap to ensure all-day comfort and a secure fit.
"This collaboration with Joanne and Mimi is more than just a celebration of prettyFIT’s 30 years; it is a tribute to the dreams that inspire us. It has been an absolute joy to witness Joanne’s and Mimi’s vision come to life and to see how the heartfelt connection between this mother-daughter duo has been captured in these designs.” said Sophia Ng, CEO of prettyFIT.
In this ELLE Singapore interview, the mother-daughter duo shares the process behind designing their first collection and their mutual love for shoes.
Did you learn anything from designing your first shoe collection; if so, can you share some of them?
Joanne Peh: The details make a difference to the design of the shoe, from the type of material used, to
where we place the straps, it was fun to have free play and experiment with designs.
What was the most fun and the most difficult parts of the process?
JP: I had the most fun getting ideas from my daughter and seeing our designs come to life! We had a lot of support from the prettyFIT team, so there weren't really difficult parts.
Out of all the shoes designed, which is your favourite?
JP: This is a hard one. I like the black sneakers and denim cat heels.
Mimi, now that you have designed shoes, do you think this is something that you would like to do when you grow up?
Mimi: Yes I do, because shoes are very important. You need to wear it everywhere you go, and I like
making people happy by making comfortable and pretty shoes that they can wear.
Joanne, what about yourself? Do you see a possible new career?
JP: Honestly, my daughter has been a big influence on me in developing my love for dressing up. She
would dress up when we have guests over, or just to have dinner with us at home. I mean, in
my job, I get dressed by stylists whether it’s for a role or for events, but it was always for a job.
Now, I like putting outfits and looks together, and so being able to design shoes and create
looks is something I definitely enjoy. I wouldn’t say it’s a new career because I love acting and
the film industry too much, but maybe a side hustle?
What do you hope people will appreciate most about the collection?
JP: That it gives mothers and daughters a chance to dress up and get creative with their styling.
The shoe designs are very versatile, and each design comes in different colours, so there’s
definitely something to complement everyone’s wardrobe.
And what about prettyFit itself? What would you most like people to know about the brand itself?
JP: Growing up, I’m very familiar with prettyFIT. In my teens, I remember visiting the store to buy pretty shoes, usually for Chinese New Year. It’s such a long-standing homegrown brand that focuses on comfort, so you can be assured that our cute designs don’t just look pretty but they’re very comfortable too!
The collection will be available on 28 August 2024 at www.prettyfit.com.sg and all prettyFIT outlets.
*This interview has been edited and condensed for clarity.