When we think of fashion, we usually jump straight to the end result. How it looks, fits, how it functions, how to style…. All valid (and fun) things to think about. But somewhere along the way, buried under a mountain of polyester and discarded micro trends, the importance of why and how we make clothes has been sidelined. The method, the meaning, the reason a piece exists in the first place.
And yet, there are still designers out there championing the process. The technique. The human touch. The intention. Designers who tell the stories through their collections, who explore new ways of working, and who appreciate the pace and precision of handcraft, blending it with the possibilities of modern technology.
Enter Selina Kwong, a London-based Chinese Malaysian womenswear designer doing just that. A recent graduate, she is quietly redefining what modern fashion can be. Her work weaves together heritage and innovation, turning modularity (aka, more ways to wear one piece) into a core principle rather than a passing trend. As someone who sees sustainability not as a hurdle but as a creative stepping stone, we spoke to her about the beauty of craft and the kind of future fashion we actually want to wear.
Interview with Fashion Designer Selina Kwong
Your designs celebrate traditional handcrafting techniques. What first sparked your love for slow, handcrafted fashion?
I’ve always loved making things with my hands—whether it was drawing, painting, or any kind of arts and crafts when I was younger. There’s something really meditative about sitting down and working on something tactile, especially with something playing in the background.
Sustainability is at the heart of your work. How do you balance innovation with preserving heritage techniques?
For me, it’s not about replacing traditional techniques but finding ways to integrate technology to make the process more sustainable and efficient. I see digital tools as a way to support craftsmanship rather than take away from it—whether that’s reducing material waste or speeding up the sampling process without losing the artistry.
Your work combines old-world craftsmanship with cutting-edge digital tools. Can you walk us through your creative process from concept to final piece?
It always starts with research—I’m fascinated by the stories behind different crafts and techniques. From there, I sketch out ideas, exploring different silhouettes and details. I use CLO3D to test shapes and drapes digitally, which helps cut down on waste and speeds up the development process since I don’t need to make as many physical samples. Once the patterns are finalized, they’re printed and made physically. There’s usually some tweaking involved when fitting it on the body, but that’s all part of refining the idea.
Your collection includes a coat that transforms into multiple styles. Do you see adaptability becoming a bigger part of fashion?
Adaptability has always been present in fashion—there are so many brilliant designs that embrace modularity and transformation. But I do hope it becomes a bigger focus, with more pieces designed thoughtfully around the wearer’s experience. Clothing that adapts to different needs and occasions naturally becomes more versatile and long-lasting, which is something that I hope we move towards.
We live in a world where garments are made and discarded quickly. How do you encourage a deeper connection between people and their clothing?
I think it starts with choosing pieces you truly love and taking care of them. There’s also something special about clothing that tells a story—whether it’s the craftsmanship behind it, a unique technique, or the sentimental value of something passed down from family or friends. That kind of connection makes us appreciate our clothes more, but for that to happen, they need to be made with quality and designed to last.
What does ‘luxury’ mean to you in an era where sustainability is increasingly important?
To me, luxury is about longevity—clothing that’s made to last, in quality and in relevance. It’s about pieces you can truly live in, that become part of your story, and can eventually be passed on for someone else to create new memories in.
How do you ensure sustainability doesn’t compromise creativity or aesthetics?
I don’t see sustainability as something that limits creativity—it’s more like a design challenge that pushes you to think in new ways. It can be as simple as choosing better materials or finding ways to reduce waste in the process. Even small decisions add up, and I think keeping sustainability in mind actually leads to more thoughtful, innovative design rather than taking away from it.
Are there any particular artisans or craftspeople you dream of collaborating with?
I’d love to work with artisans who specialize in ceramics. The process fascinates me—the balance between the messiness of it all and the delicate, beautiful results they create. It would be amazing to explore how that could be incorporated into my work. I’m also really drawn to the craftsmanship from back home, like the hand weaving techniques and the beautiful batik prints. I’ve always been fascinated by those, and I’d love to explore how to bring them into my designs.
Do you see fashion evolving to be more experience-driven rather than just product-driven?
I think fashion can be both, and we should celebrate both—as long as it’s done thoughtfully. Some pieces are about storytelling and the experience they create, while others are simply well-made essentials that become part of everyday life. There’s room for both to coexist and complement each other.
If you could only wear one type of fabric for the rest of your life, what would it be?
Cotton—mostly because I love warm weather and would happily live in a comfy t-shirt all year round, even though I’m based in London!
When you travel, do you find yourself drawn to places with a strong artisanal heritage? Any destinations that have deeply influenced your work?
For me, it will always be home. Growing up in Malaysia, a multicultural country, I was surrounded by Chinese, Malay, and Indian traditions—whether through food, traditional dress, craftsmanship, or the people themselves. That mix of cultures is such a big part of my identity, and I find myself naturally drawn to those influences in my work.
When you need to recharge creatively, where do you go, or what do you do?
Walks, lots of long walks around London.
What’s your ultimate indulgence—a meal, a hotel, or an experience?
Definitely traveling—whether it’s exploring somewhere completely new or revisiting a place I haven’t been in a while. A change of scenery, even for a little while, is something I’ll always crave.
What’s one item you never travel without?
My phone—I’d be lost without it (literally). I need it for maps, music, and just knowing I can call someone if I need to!
What does home mean to you? Do you have a favorite room or space that inspires you?
Home is a safe space—but with a little bit of chaos, which I love (though I definitely prefer the “safe” part over the chaos). I don’t have a specific favorite room, but just being home, away from my everyday life in London, always gives me a different perspective on things.
Can you tell us a bit about where you grew up and your family home.
I grew up moving around a lot, living in different countries, which was a privilege in itself. Experiencing so many different cultures is something I’m really grateful to my parents for. Their immense support in encouraging me to explore different places and ideas has definitely shaped who I am today.
What’s your earliest childhood memory?
One of my earliest memories is probably strawberry picking with my family somewhere in England. It's very hazy, and I don’t remember all the details, but I guess since I never got to do it again, it stuck with me..
How often do you rely on your gut feelings?
I definitely tend to lean on my gut feelings, maybe a little too much at times. It’s led to some stress and overthinking, and sometimes it turns out to be wrong. So, I’m not entirely sure how to feel about it—it's a bit of a mixed bag!
What does the future hold for Selina Kwong’s designs?
I’m always curious about exploring different aspects of design, whether that’s womenswear, accessories, and sometimes, short films, or incorporating digital tools and software into my process. The goal is to never stop creating, to keep experimenting with new ways to blend technology into the work, and to continually learn, refine, and grow through practice.
Thank you, Selina, it was a pleasure!
Selina Kwong's Instagram page.
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