Dressing up the young women of Southeast Asia

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LZD’s five kinds of women: (from left) the feminine, the sporty, the party girl, the bohemian and the rock chic

LZD’s five kinds of women: (from left) the feminine, the sporty, the party girl, the bohemian and the rock chic

As Southeast Asia continues to open up with the rest of the world, its young women are becoming more conscious of what they wear and how they look. They always try to keep up with fashion trends, especially those that come from the West.

To cater to this demand, Lazada, currently the biggest online mall in the region, launched its very own clothing label called LZD, exclusively made for fashionistas this side of the world.

The label held a grand launch on November 18 at R Space in Makati City led by its creative director, Anne Marie Bodal, who came along with her Singapore-based team.

“LZD is all about providing Southeast Asian women clothes for all life occasions. We want to dress every girl, aged 18 to 25, from Monday to Sunday,” Bodal enthused.


She further shared that when her team conceptualized the label, they had in mind five different women: The feminine type who loves to look pretty with floral or dainty colored dresses; the rock chic who goes for edgy and dark ensembles; the bohemian who imbibes the festival look with distressed denims and paisley prints; the party girl who enjoys the night away with glittery and sexy pieces; and the sporty gal who still keeps it chic with printed hoodies and trendy sneakers.

In terms of actual clothes designing, Bodal revealed that Lazada used the “three-F” concept of fit, fabric and fantastic value. These respectively mean silhouettes intended to flatter the Asian body type; materials that are currently used globally but suited to the region’s humid environment; and top quality pieces that are very now, with affordable price tags.

For higher-end and glamorous choices, there is the LZD Premium line, which according to Bodal, is not only pricier but also very exclusive with limited stocks.

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