Asian designers are increasingly making their mark in the Western fashion world. Some use their cultural identity as a clear and bold part of their brand image, while others weave it subtly into their creations. A perfect illustration of the latter is the London-based jewellery brand, Sweetlimejuice (SLJ). Founded in 2018, SLJ has earned recognition across multiple cities from London, Milan to Tokyo, and Seoul, without explicitly basing their designs on Asian influences.
SLJ’s unique approach to fashion results in an avant-garde, gender-neutral aesthetic born from a spirit of experimentation. Simpson Ma Siu-hang, the co-founder and creative director of SLJ, explains their brand ethos through their name, “Sweetlimejuice,” representing the transformation of something sour into a refreshing, innovative concept. The label strives to create bold, new designs that are still accessible to a broad audience.
The foundation for SLJ’s innovative designs was laid when Ma was studying jewellery design at the London College of Fashion. It was there that he discovered a method of covering objects with various materials. This technique, combined with Ma’s fondness for wearing durable denim in the workshop, led to the accidental yet fortuitous invention of the ‘stone-swaddling’ method – wrapping gemstones in denim.
The stone-swaddling method has now become a signature feature of SLJ, with denim-wrapped gemstones being a recurring theme in their collections. The brand is also committed to sustainable practices, using ethically sourced or lab-grown gemstones and recycled metals.
The distinctive fusion of textiles and gemstones, along with unique hand-stitch and fraying details, results in intricate, handcrafted pieces that captivate audiences. Despite the high production costs and time involved, SLJ takes pleasure in crafting these personal pieces that people wear close to their bodies.
The “Zong” pendant, a highlight of their latest collection, has evolved from their stone-swaddling method. The pendant uses 3D printing to encase a gemstone in metal, replicating the texture and fraying of denim. Co-founder and brand director Jovy Hon Jo-yin named it “Zong,” drawing parallels between wrapping a gemstone and making Chinese rice dumplings, or zong in Mandarin.
Despite not explicitly emphasising their Hong Kong background, the founders acknowledge that about half their designs draw inspiration from their East Asian heritage. They subtly infuse their collections with elements of Hong Kong, which they see as an international city with diverse influences. This multicultural influence is also seen in their collaborations with London-based Hong Kong talent, their recent campaign inspired by Hong Kong in the 1990s, and Wong Kar-wai’s films.
Sweetlimejuice’s innovative designs have drawn the attention of Hong Kong’s fashion elite, earning them sponsorship from the Hong Kong-based non-profit Fashion Farm Foundation for their first presentation at Paris Fashion Week. Looking ahead, SLJ plans to participate in the Shanghai Fashion Week in October 2023.
In the meantime, the brand continues to innovate. For example, their “Eryn” line, inspired by a puffer fish’s skeleton, and their “Kamon” style, based on Japanese family crests and the star anise plant, show their continued commitment to creating fresh, bold designs. Their designs subtly hint at their heritage while continually pushing the boundaries of conventional jewellery design, paving the way for Asian designers in the global fashion industry.
READ MORE: