The modern woman does it all. Working a full-time job while raising children might be the new normal, but it is by no means easy—something founder of Senreve, Coral Chung, knows very well. Living a lifestyle that is always on-the-go, and one that demands all hours of the day, requires the perfect adaptable accessory. However, too often style comes at the cost of ease and functionality, or vice versa. Enter: Senreve. The cult fashion-lover’s bag that is now available in Singapore at their new pop-up store in Takashimaya.
Vogue speaks to Chung about the brand’s mission, the importance of sustainability, and her favourite Senreve bag.
What inspired you to create Senreve?
Through my personal experience of being a working mother, I was frustrated that there wasn’t the perfect bag to suit my multi-faceted lifestyle. I wanted to create something for the new luxury shopper, which meant creating something versatile that could be used from day to night.
How did you come up with the name Senreve?
Senreve stands for ‘sense’ and ‘dream’, which is what I wanted to encapsulate in my product. I wanted it to be sensible to have versatility, but without compromising on the dreamy, luxury feel. Senreve is a next-generation luxury brand made for the multi-faceted woman.
Tell us about how you launched Senreve and your target demographic.
It was a very fulfilling experience. It did have its ups and downs, which is normal, but the brand’s vision has inspired me. Senreve is very women empowerment focused—we make bags for the intelligent, elegant, and savvy woman. It is a gratifying feeling to see such remarkable women such as Angelina Jolie and Lady Gaga wearing our bags.
Which is your favourite Senreve bag?
It is hard to pick a favourite, but I would say right now I love the Alunna bag.
How does sustainability play a role in the Senreve story?
Sustainability is an essential part of today’s fashion industry, so we want to make sure we’re doing things as sustainably as possible without sacrificing the bag’s quality. It is very important that we make sacrifices where we can. We utilise pre-orders and never overproduce, which is why we sell out often.
What keywords would you use to describe Senreve?
We have a fun acronym called ‘WIFEES’, and it stands for wit, innovation, freedom, empowerment, elegance, and sustainability.
What can you tell us about your new pop-up in Singapore?
We’re so excited about the store. It’s in a great location. Because we are a primarily online brand, we wanted to make our physical store very distinctive, so one of the key things we focused on was colour. We’re also trying to stray from what we did in Hong Kong and China. Additionally, we pride our customer service, so we aim to make the shopping experience in Singapore as customer-centric as possible.
A lot of new brands are expanding to Singapore. Why do you think Singapore is an important market, and what sort of consumers do you think Senreve would appeal to?
Singapore was one of the first international markets we started shipping to. It is a very strategic location and very cosmopolitan. Singapore is also very connected to a broader, global community. I think the women in Singapore are very empowered and savvy, so I believe they have the right vision for Senreve.
Senreve’s Takashimaya pop-up store opens from 10th May 2021.