Meet Homolog, The Asian Fashion House Promoting Self-Acceptance
Founder Emily Cheong tells us all about Homolog, her approach to fashion, and what's next for the Paris-based brand.
Founded by Emily Cheong, Homolog is a fashion house that has made impressive debuts at Paris Fashion Week and Couture Fashion Week, and counts the likes of Maye Musk and Isabelle Huppert as fans. With a family lineage including philosophers, scientists, and writers; as well as a master’s in business administration and a doctorate in psychology under her belt, Cheong's journey to fashion was an unconventional one. This is reflected in her brand ethos: "Homolog seeks to blend diverse global cultures, promote self-acceptance, and respect civilisations through clothing," explains Cheong.
Whether it's embroidered silk dresses, flowy separates, or wearable works of art, each Homolog garment tells its own unique story. "Some silk and hand-made flowers used in our pieces come from China and Malaysia," shares Cheong. She also stresses the importance of quality in her ready-to-wear line, couture line and sub-brand HMLG; and doesn't forget to credit her team. "I adore every designer, tailor, and artisan on my team and am so thankful for them. The process of creating is a beautiful miracle."
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Here, Cheong tells us all about Homolog, where she finds inspiration, and what's next for the brand.
Tell us about Homolog and how it all came to be.
Curious about the meaning of life and humanity, I've always been keen to translate this curiosity and solitude into my creations—the goal is to spread positivity in the universe. Homolog expresses itself through fashion, combining elegance and grace with eye-catching and joyful designs. The naturalness, delicacy, femininity and uniqueness that lie within our products represent positive energy in a modern, expressive way. We started design work in 2015, and in 2018, began establishing the brand.
What sets Homolog apart from other fashion houses?
Homolog is obsessive about details, with an emphasis on tailoring, carefully selected materials and customized fabrics that differentiate us from other fashion houses. We create a friend-like relationship with our customers, offering services that extend beyond just clothing.
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How do your Asian roots and heritage influence your work?
There are a lot of handmade artworks and skills in Asia; gathering such specialties from ancient times is one of my passions. Time passes, but the artwork lives on.
Where do you find inspiration?
I travel a lot, meditate, and read. I also draw inspiration from nature, the environment and life in general. I love to hear stories from people around me—they all inspire me.
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How do you approach sustainability in your creations?
Homolog uses natural plant-based fabrics like 100 percent silk and 100 percent mulberry silk, mostly dyed with plants such as loquat leaf, eucalyptus leaf, and rose grass dyeing. I seek to increase awareness of issues like global warming and marine conservation by incorporating colourful corals, swaying seaweeds, jungles, and happy animals in hopes of awakening the beautiful world in people’s hearts. It is everyone’s responsibility to take care of the earth, so our planet can regain its vitality.
What is next for Homolog?
We are committed to creating a brand that will contribute to the development of mankind. We're in Paris, New York, Barcelona and Kuala Lumpur and looking to further establish our presence in Asian markets such as Seoul, Hong Kong and Tokyo.