Elaine Heng’s digital-native Ilo the Label is shut, just a year after she started it
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It left as discreetly as it arrived. Ilo the Label—influencer Elaine Heng’s rookie hand at fashion retail—has stopped trading. The eponymous website is now only a landing page, with a still banner offering a “10% off when you purchase Tasha Twist Front Top & Tina Mermaid Midi Skirt as a set!” No Tasha or companion Tina is available. Oddly, a video from her last season—“Citrus Summer: 07.07.2020” remains. We noticed this non-activity at least four months ago at the eponymous website, but we thought it was going through some maintenance or renewal exercise. But it seems that isn’t quite the case. At the end of January, Ilo the Label shared on Facebook what was their “third and final Chinese New Year collection”. Their concluding post on Instagram was a photo of an off-shoulder romper on 7 February. Ms Heng’s last post with the hashtag #lovebyilo was 12 days later. The last of the #happyilogirls to share on IG (also in February) did so to announce that she was selling an Ilo the Label jumpsuit. Since March, we also noticed a rise in viewership on our post of the birth of Ilo the Label, resulting from searches on Ms Heng’s clothing business. Shoppers or the simply-curious could be wondering what happened to the “fashion brand that cares about your feelings”, according to the label’s self-description.
Back in March this year, Elaine Heng (aka Elaine Jasmine or Elaine Ruimin [瑞敏], depending on the stage of the influencer’s digital life; on YouTube she’s also known as Elaineypoop) posted on IG a photograph of herself and a rack of three dresses (followed by four more snaps in that one post, showing her work space being cleared out), with an accompanying farewell message: “Bidding goodbye to my first ever office space.” In the rather lengthy post, she also wrote: “Such a bittersweet feeling because there’s been so much memories and emotions experienced in this humble space.” That spot of humility was in Kallang Place, in the Four Star Building, owned by the people behind Four Star Mattress. (Strangely, she thanked the company that renovated her office when she was closing it!). Spaceportal describes what could be seen from the building as such: “…the stunning view of the Kallang Stadium along Kallang river is spectacular and well appreciated by our tenants, some call it a ‘fireworks view’”.
If Elaine Heng fashioned Ilo the Label after her own cheery personal style, she might not have realised that, some time down the road, the jelak factor would just as happily set in
Launched on 18 March last year after two years of gestation, Ilo the Label was met with less fanfare: no fireworks. Essentially an online brand, the collections were available through their own website shortly before last year’s Circuit Breaker was implemented. They were heavily touted on the brand’s IG pages, as well as on Ms Heng’s own IG account, where she continually posted photos of herself, looking vivacious, in her own label, as well as of her friends wearing the same, such as fellow influencer Melissa Jane Ferosha (何青燕 or He Qingyan). As we understood it, Ms Heng did not design the collections: she had what was described as “a team of designers”. One fashion buyer we spoke to said that the brand did not seem to be “conceived to last. It is really hard to sell very similar things, season after season. How many rompers and jumpsuits do you really need?” If Elaine Heng fashioned Ilo the Label after her own cheery personal style, as it appeared, she might not have considered that, some time down the road, the jelak factor would just as happily set in.
Another victim of the pandemic? It is hard to say. Ilo the Label is available only online—and just that one point of sale. It has no physical store. According to Globaldata figures published last year, Singapore’s online sales were set to hit S$9.5 billion, despite the pandemic. Singstat data showed that by the time we came to last November, we reached “an estimated total retail sales value” of “about $3.6 billion. Of these, online retail sales made up an estimated 14.3%, higher than the 10.5% recorded in October 2020”. It would appear to be relatively encouraging then for those brands who were available online. In that March IG post to announce that she was clearing out of her Kallang Place office, Elaine Heng wrote: “now that the one year (sic) lease has ended, it’s time to move on to a new space & look forward to better things ahead”. That did not sound like Ilo the Label would be totally folded. But just a month later, she posted (also on IG) about “trying to juggle between my new full time job & night grooming course”. Ilo the Label’s bland positioning might have been eternal-blooms-in-solar-radiance but, alas, like many flowers, is monocarpic—bloom, seed, and then die. Quite the contrary to their early upbeat belief that “the flower that follows the sun does so even in cloudy days.”
Screen grab: ilothelabel.com