SG influencer Naomi Neo enchants fans with new D2C fashion brand

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Singapore social media influencer Naomi Neo (pictured) has launched her first direct-to-consumer brand, NNCHANTED. It features fashion accessories that are overseen and partly designed by Neo herself. According to Neo, her design philosophy is to be comfortable and fashionable by being different, inspiring others to be confident being the best versions of themselves – no matter what others may say.

To raise awareness of NNCHANTED prior to launch, Neo gifted her products to fellow influencers, who then later posted and shared about NNCHANTED on their Instagram accounts. She also posted snippets of the brand and the products on her own Instagram account from a week prior to the launch, along with reposting Instagram Stories of other influencers who have shared about NNCHANTED. These garnered over 15,000 followers on NNCHANTED's Instagram account even before the brand was launched.

https://www.instagram.com/p/CXYV17DJT4U/

At the same time, Neo also worked with end-to-end commerce enablement platform AnyMind to launch NNCHANTED. Sandra Lee, Anymind Group's influencer management manager, told MARKETING-INTERACTIVE that the Group covered the cost for production and logistics, while Neo was involved in conceptualising the designs of each product and planning social media content. "Neo also contributed her ideas during the photoshoot, whilst her team is managing the content uploaded on the NNCHANTED Instagram account," Lee added. Moving forward, Lee said the Group will also provide Neo support in collaborating with other brands.

NNCHANTED's products are created to be stylish yet utilitarian, whilst exuding elegance and sophistication. Each of the products has multiple uses. For example, the NNCHANTED STASHCHIE DUO is a hair accessory that can be used to tie hair and keep small items within the accessory, such as cash and lip balm.

Neo's venture comes as part of AnyMind Group's D2C for Influencers programme, which launched in June last year to help influencers create and launch their own brands and products. The programme also allows influencers to tap on the Group’s suite of offerings, including a cloud manufacturing platform, logistics management platform and eCommerce enablement solutions.

The programme has since helped several brands lift off the ground, including fashion brand Land of N, by Thai influencer Nisamanee Nutt, jewelry brand bās, by Filipino celebrity Rhian Ramos, and apparel brand Lil Ambition, by Japanese online streamer Momoko Ushie.

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