Designer Q&A, Siaomimi

Designer Hilda Yim is no stranger to the world of fashion design. The Parson School of Design graduate worked for brands like Anna Sui and DKNY before moving back to Hong Kong and creating her own womenswear label, Shopaholic. This successful line was sold in high-end retailers and department stores like Barneys New York.

Applying her many years of expertize in the women’s design world in a miniature form, Hilda’s collection Siaomimi offers quality garments, produced with the finest cottons and wool and is now sold in over 100 outlets worldwide!

We were excited to chat with Hilda in our latest Designer Q&A, learn all about her amazing brand and discover adorable looks for the Fall/Winter season. Read our interview below!

What inspired the name of your label?
When my daughter Charisse was born she had a nickname “Siaomimi”. Siaomimi was given by her first Chinese nanny who couldn’t pronounce Charisse properly. Everyone loved the sound of Siaomimi and had been calling her that ever since.

Why did you choose to design for children?
I studied fashion designer in Parsons New York and was working in the womenswear industry. After giving birth to my daughter I immediately felt so inspired and couldn’t wait to start designing for children.

What is your brand’s mission statement or goal?
Our brand has been around for 11 years. We want to reveal the quality of children. Their innocence and simplicity yet full of strong individual character. We want to show kids fashion that are fun and nostalgic at the same time.

Why do you believe fashion/style is important for children?
Fashion is important for children because it expresses their character and creativity. Both kids and parents want to have fun with fashion and share a great memory of their childhood.

What are the motivations or inspirations behind the design?
Every season we are inspired by children’s innocence. What they like and enjoy in life. All the prints are inspired by our childhood memories and are exclusively hand block printed for the collection.

Is there a style decade you are inspired by?
Yes, I love 70s to 80s style.

How does your design philosophy change when creating for boy vs. girls?
When I design for girls I always think of them as sweet and innocent. For boys I love to see them cool and fun.

What do you have coming up that you are really excited about?
Every season is exciting for me. When I start developing ideas, prints and colour theme it is the most enjoyable process.

What is are your favourite pieces from the current collection?
For girls I love the mountain print on a ruffled dress which is sweet and artsy.
For boys I love the cat face amber sweatshirt that is super fun and whimsical.

Discover the entire Saiomimi Collection Online:
siaomimi.com

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