“It’s about embracing what you love and making people smile.” Interview with Celine Kwan, the founder of Celine Kwan

Celine Kwan’s eponymous brand was born from her desire to fill a gap in the fashion industry—a space for humor, self-expression, and joy. After working in fashion industry for other brands, she found her voice and set out to create a brand that would uplift and make people smile. Her designs, known for their playful dog prints, bold colors, and whimsical motifs, are meant to bring a sense of fun and lightness, especially after the heavy pandemic years.

For Celine, fashion is about more than just looking good—it’s about creating memories. Her pieces are designed to be worn during special moments and passed down through generations, much like cherished heirlooms. With a small but diverse team, Celine’s brand thrives on inclusivity and individuality, capturing the spirit of brave, independent women who aren’t afraid to make a statement.

As Celine looks to expand globally and explore new creative ventures, including her sub-brand Holly and Friends, she continues to make clothes that tell stories, embrace joy, and invite everyone to have a little more fun with fashion.

What inspired you to create your own brand after graduating from Central Saint Martins?

Celine Kwan: I actually spent some years working in the industry before graduating from Central Saint Martins. I worked at Viktor & Rolf, and later at Shrimps in London. Working in the industry made me realize that I wanted to bring my own perspective into fashion.

I noticed that my identity wasn’t really represented in the field, and that inspired me to create my own brand. After graduation, I didn’t have a concrete plan, especially considering everything that happened after COVID. But I felt there was a real need to introduce humor into fashion, and I truly stand by that. The timing just felt right, especially as people were understandably down from the pandemic. I thought my clothes could make people smile, and that became a major inspiration for me.

So, you hope your clothes can cheer people up?

Celine Kwan: Absolutely. I hope they still do. That’s definitely one of the driving forces behind my designs. Personally, I’m very tongue-in-cheek and humorous, both as a designer and a person, so I love making people laugh. I really hope that sense of humor translates into my designs.

What kind of message or lifestyle do you hope to communicate to your audience through your brand?

Celine Kwan: I think it’s about embracing what you love and making people smile. I don’t take things too seriously, and I hope that carefree essence comes through in my designs, branding, and overall approach. The main thing I want to communicate is to have fun and enjoy life.

Is that why you use bold colors in your designs?

Celine Kwan: Yes, I absolutely love bold colors! I’m also inspired by drawing, and by simple, silly things like my dogs. I think people are really drawn to those special, small moments you don’t typically think about. I like capturing those moments in my prints or colors—combining unexpected hues that somehow work together in a fun and energetic way. It’s all about telling a story with each collection.

You want your clothes to be passed down through generations. What kind of designs or textures do you think will last longer?

Celine Kwan: I love this question. I had a conversation with one of my loyal clients about this recently. I think what makes my clothes special is the memory they create. For example, you’ll always remember what you wore on a significant occasion—your 20th birthday or something equally memorable. I hope my clothes can be part of those memories.It’s like a special wedding dress that’s passed down from mother to daughter. One day, I’d love for someone to pass down a Celine Kwan dog print top from their 20s or 30s.Memory is really important, and I hope the physical garment can also be passed on. Of course, the clothes need to be well-made and high-quality, but the memory attached to them is what truly makes them last.

So, the special moment behind the clothes is more important?

Celine Kwan: Exactly! Who else would pass down a print with a dog on it, or one with a cake on it? I want to create standout pieces that people cherish and pass on because they wore them during a special time in their life. Fashion has this amazing ability to do that.

Can you tell us a little about your team and how they work together? Are they from diverse backgrounds?

Celine Kwan: I have a small team right now—just an assistant and a maker. One is from Spain, and the other is from Malaysia, so it’s a very diverse group. I like to keep it diverse.
Although it’s small for now, I hope to expand the team in the future to include even more people from varied backgrounds. It’s a dream of mine to offer more opportunities to people from different walks of life.

Fashion education can be expensive, and I believe everyone should have an equal chance to be involved. That’s why I’d love to bring on apprentices. I always have new interns, and I’ve got a great team, but I’m looking forward to growing it.

What kind of woman do you imagine wearing your brand? What’s her personality like?

Celine Kwan: I love this question because I talk to a lot of women who wear my brand. They’re often the ones ordering custom pieces directly from me. They’re fun, brave, independent women who know what they want. I love that, because I’m the same way.

My customers are women who may not be the loudest, but they want to express themselves in bold ways. It’s for all types of women who want to share their inner voice or make a statement. My designs are meant to be for women who aren’t afraid to be themselves.

As an Asian female designer, are there any other creative Asian female designers you’d recommend our readers check out?

Celine Kwan: There are so many incredible Asian female designers! When I was younger, I was inspired by designers like Vivienne Tam and Issey Miyake—they were huge role models for me. As for younger designers, I’d recommend checking out Yuhan Wang, and Susan Fang—just to name a few. There’s such a wealth of talent, and it’s amazing to see so many Asian women making waves in fashion.

We may be a small group, but we’re strong, and I hope that in the future, we’ll see more representation of Asian women in senior roles within the fashion industry. That’s something I’m really hopeful for.

What advice would you give to people who want to start their own business in the fashion industry?

Celine Kwan: I’m still a very young brand, so I don’t feel like I have all the answers, but if I had to give advice, I’d say stick to what you believe in. It’s so easy to get caught up in trends or what sells, but it’s important to stay true to yourself.

Take risks, work hard, and make sure to give yourself time to recharge. As creatives, there’s a lot of pressure to always be producing, but mental health is key. If you’re not feeling mentally well, you won’t be able to create beautiful things.

So when young students come to me for advice, I always tell them to take breaks. Go to a gallery, do something you love. After a break, your work will always be better. For example, I like to go spinning, visit galleries, read a book, or even draw. Even though drawing is part of my work, I like to draw for fun, without any specific goal. It really helps me clear my mind.

Stick to what you believe in.