When one thinks of entrepreneurship, these few values come to mind: Courage, innovation, creativity, a strong vision and an unparalleled sense of prudence. And yet, designer Afton Chen and her team have brought something edgier to the table. As the co-founder of one of Singapore's most well-known fashion exports, the secret ingredient to Reckless Ericka's success lies in this: Being reckless—or in her own words "taking the plunge." In just 15 years, Reckless Ericka has steadily evolved from homegrown favourite to being stocked in luxury department stores in New York City and Saudi Arabia. In this ELLE Singapore interview, Chen shares her thoughts on the label's indelible legacy and more.

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HOW IT STARTED

"Before debuting Reckless Ericka in 2009, we noticed a significant gap in the ready-to-wear scene in Singapore," recalls Afton. Amidst the lack of international fashion labels and blog shops at that time, design duo Afton Chen and Louis Koh set out to create a brand that would offer local audiences something timeless and uniquely native—from the use of lightweight materials suitable for Singapore's tropical heat to collaborating with local organisations.

With this stroke of bold ambition, they also found inspiration in the most unlikely of places: A self-help book. Inspired by a "reckless and unapologetic" character named Erica from Paul Arden's "Whatever You Think, Think the Opposite", Afton and her co-founders decided to incorporate the "ck" from "reckless" into "Erica"—compelled by the character's fitting embodiment of the word. Thus, Reckless Ericka was born.

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SINGAPORE PRIDE

One may recognise a Reckless Ericka piece from its signature watercolour patterns, but look closer, and you'll spot a smorgasbord of local culture references embedded across its collections. For its 10th anniversary in 2019, the label paid homage to the nation's most adored culinary dishes. Titled "Singapore Food Series", the collection featured durian-printed dresses and garments adorned with chilli crab motifs. "I wanted these prints to embody a recklessly, spirited essence that also reflected our Singaporean roots—a blend of bold creativity and cultural heritage", shares Afton. A year later, the brand released a capsule inspired by local wildflowers, derived from a poignant reflection on slowing down in a city constantly abuzz and relishing the little moments.

Your garments are often characterised by distinctive naturalistic prints and flowy silhouettes. How did this become the quintessential Reckless Ericka look?

In 2019, I made the bold decision to take a sabbatical and close all our physical stores—pulling out of department stores as well. During this sabbatical, I expanded my creative horizons. I transitioned from traditional paper pattern drafting to digital drafting, allowing me to explore new design possibilities. I immersed myself in various sources of inspiration—watching countless movies, reading numerous books, and reaching out to printing factories. The journey also led us to factories that aligned with our values, and for the first time, I designed and produced Reckless Ericka’s very own textile prints in 2019.

What were some challenges you faced when it came to designing in-house and using ethically sourced materials?

Sourcing ethically produced materials that meet our quality standards is often difficult and costly. Balancing these elements while maintaining our design integrity is an ongoing challenge, but it’s one we’re dedicated to overcoming. We are also closing the loop with our REnew trade-in initiative to buy back our pre-loved garments, collecting and repairing them to give garments a new lease of life as we give back and empower communities in need. Currently, we're working with Safe Place, an initiative whose aim is to empower women and families with unsupported pregnancies. With our samples and pre-loved items, we hold styling workshops for the mothers, equipping them with confidence to embrace their bodies and motherhood with hope.

Prioritising timelessness over fleeting trends seem to be a central theme in Reckless Ericka's design philosophy. Where do you find inspiration for upcoming collections?

Timelessness comes from focusing on stories and experiences that transcend the moment. I draw inspiration from art, nature, literature, and personal experiences. By weaving these elements into our collections, we create pieces that resonate deeply and remain relevant over time.

What does bold femininity mean to you? How can woman feel more empowered through their wardrobe choices?

To me, bold femininity is about embracing all facets of one’s identity with confidence. Through thoughtfully designed pieces that blend strength and elegance, women can feel empowered to embrace themselves. The right wardrobe can inspire confidence and bold self-expression. At Reckless Ericka, my team and I take empowerment a step further with our studio styling sessions. These sessions allow us to connect with our customers on a personal level, offering styling advice as we teach them how to dress for their body shape and skin tone.