Jia Yin Lim

Raffles College of Higher Education Kuala Lumpur

As a right-brain / left-brain thinker, I’m part analytical, part visual creator. I often explore creative concepts within the context of structural social and market systems. An avid fashion “techy” and digital communicator, I enjoy cross-border and cross-disciplinary interactions and conversations through social media. My final project- personalised modular fashion within a community-based commerce model, explores this thinking as a new business concept. In this project, I explore the concept of co-creation with the consumer, inviting them to be part of the entire value chain, as a true representation of social commerce. The transformable apparel allows the wearer to continue the co-creation process even after purchase.
Astelle Ooi is a social fashion brand that creates high quality modular apparel that allows the users to change and co-create the look through detachable and interchangeable design features, to customise their clothing for various needs and occasions. A strong emphasis on social commerce- including the customer in the creation process, creating fun and social digital interactions, and forming a community-based shopping experience.

Astelle Ooi is a social fashion brand that creates high quality modular apparel that allows the users to change and co-create the look through detachable and interchangeable design features, to customise their clothing for various needs and occasions. A strong emphasis on social commerce- including the customer in the creation process, creating fun and social digital interactions, and forming a community-based shopping experience.