In the bustling world of fashion, standing out is a challenge few brands can master. Mouggan, however, has elegantly navigated these turbulent waters with a distinct flair, making waves in the Taiwanese fashion scene and beyond. Rooted in the very essence of “different,” Mouggan, derived from the Taiwanese Hokkien word for “different,” embodies a unique blend of individuality and collective creativity.
Founded by the dynamic twin duo, Manju and Lila, Mouggan’s inception story is as unique as its name. Despite their similar appearances, Manju and Lila possess contrasting styles and personalities, which they have seamlessly woven into the fabric of their brand. This duality is reflected in every stitch, every seam, and every design that Mouggan offers.
Mouggan’s design ethos revolves around the subtle yet powerful details that make each piece distinctive. The brand’s collections feature a muted color palette, marrying simplicity with understated elegance. This approach allows the wearer to express their personal style while maintaining a sense of refined discretion.
Each collection is a narrative, with weekly releases that encourage the “Mouggan girl” to weave her own story through her wardrobe. The brand’s commitment to individuality is further highlighted by its inclusive approach to fashion, offering versatile pieces that resonate across different tastes and lifestyles.
What were some of the most significant challenges you faced when launching Mouggan, and how did you navigate through them?
Anais Liao: The biggest challenge when starting the Mouggan clothing brand was establishing our brand positioning. The fashion industry is highly competitive, and standing out among many brands is difficult. From the beginning, we focused on defining our brand identity, planning our image, and determining our market direction. We used our products, visuals, and text to communicate effectively with the public. After two to three years, our unique selling points—“neutral,” “small details,” and “versatility”—have become more prominent in the Taiwanese market.
Can you elaborate on the core values that define Mouggan? How are these values woven into your collections?
Anais Liao: Mouggan, in Taiwanese Hokkien, means “different.” The founders, Manju and Lila, are twins with similar faces but very different styles and personalities. Despite their similar appearances and fashion sense, each person is unique. During our four-year anniversary, we aimed to develop the concept of “different” further. Our rebranded logo, inspired by chemical formulas, signifies that each product will create a different “chemical reaction” when it reaches different consumers.
How do you strike a balance between commercial viability and maintaining the unique identity of your designs?
Anais Liao: Balancing commercial viability with maintaining our unique design identity is an ongoing challenge. We achieve this through product line stratification, cost control, and quality assurance. Besides our mainline series, we have an entry-level BASIC series, a more design-focused LAB series, a home series, and men’s clothing under Mouggan Man. All series revolve around our core values and unique selling points—“neutral,” “small details,” and “versatility.”
How does Taiwan’s rich culture and history influence your creative process at Mouggan?
Anais Liao: In terms of culture, Taiwan’s fashion trends are mainly influenced by Japan and Korea. However, in terms of design details, we create more practical products that can be worn in all seasons, are convenient for commuting, and use fabrics that are easier to care for in Taiwan’s humid climate.
Sustainability is a hot topic in fashion. How does Mouggan approach material selection with social responsibility and environmental impact in mind?
Anais Liao: Sustainability is indeed a hot topic. Mouggan focuses on “small details” and “versatility” in product development, hoping that consumers can maximize the use of each piece of clothing. For packaging, Mouggan also chooses fully recyclable materials.
The fashion market is ever-evolving. How does Mouggan stay ahead of trends while remaining true to its essence?
Anais Liao: Following trends is necessary for fashion brands, but incorporating unique design details is crucial to stand out in the market. With the changing climate, we are focusing more on integrating new materials into our designs to enhance functionality and collaborating with various international and local brands. This approach offers consumers more unique choices and keeps the brand vibrant.
What do you see as the biggest challenge in the global fashion industry today, and how is Mouggan positioning itself to tackle this?
Anais Liao: One of the biggest challenges in the fashion industry is sustainability and environmental impact. As consumers become more aware of environmental protection and social responsibility, fashion brands need to reduce negative environmental impacts while maintaining design and quality. For example, in 2024, Mouggan opened two physical stores to provide consumers with the opportunity to try on and purchase their favorite items, aiming to maximize repeat wear, reduce the uncertainty of size and material when buying online, lower return rates, and decrease logistical transportation.
How do you personally define fashion, and in what ways does this definition influence your designs at Mouggan?
Anais Liao: Everyone’s definition of fashion is different. For me, fashion is a way of self-expression, showcasing not just outfits but also lifestyle and values. As a brand, Mouggan offers diverse products, including choices that are not restricted by body shape or gender, encouraging consumers to define their lifestyle and attitude through our designs.
Social media and digital marketing are crucial today. How does Mouggan leverage these platforms to enhance brand communication?
Anais Liao: The founders themselves are Key Opinion Leaders (KOLs), so social media has been the most important channel since the brand’s inception. We use our own channels to convey the brand image. Uniquely, Mouggan has a highly loyal group of Key Opinion Consumers (KOCs) known as #mouggangirl and #mougganman, who help us showcase various body shapes and styles to a wider audience.
What is your vision for Mouggan’s position and objectives on the global fashion stage in the coming years?
Anais Liao: Expanding into the global market has always been Mouggan’s goal. Since its founding, we have collaborated with Taiwanese brands Plain-me and Melsign, Singaporean brand Charles & Keith, and Japanese brand Urban Research. This year, we opened physical stores and selected products in line with Mouggan’s brand spirit, such as the niche Vietnamese shoe and bag brand Waa Studios, offering more diverse choices to consumers. By the end of this year, we will also have a collaboration with a well-known local Taiwanese brand, which will be available in Japanese select shops. Stay tuned!
What advice would you give to emerging designers on balancing personal style with market demands?
Anais Liao: First, understanding market needs is crucial. Flexibly adapting to trends while maintaining the brand’s design style in different products is key. Additionally, establishing brand value through various marketing channels to convey the brand story and beliefs enhances consumer recognition and loyalty.
