Eco-consciousness and high-end fashion come together at Shinaraa, a sustainable luxury womenswear brand in Hong Kong.
Who says fashionistas can’t be sustainable and stylish? Dress the best of both worlds with Shinaraa, a sustainable fashion brand that uses science-backed and human-centric design principles to reimagine luxury clothing. From the thoughtful sourcing of fabrics, to the final cuts and packaging, the brand delivers timeless, elegant, and comfortable pieces that celebrate womanhood, all while being mindful of the Earth. Read on to learn more about Shinaraa and its founder Olivia Saha, and how they’re making a positive impact on the world, one garment at a time.
The story of Shinaraa, a high-end sustainable fashion brand in Hong Kong
What’s the backstory of Shinaraa?
I came up with the idea of Shinaraa when I encountered the works of Professor Neri Oxman of MIT. Her pioneering research in material science and computational technology has inspired a new paradigm of design – one that harmonises the interplay between nature, technology, and human creativity. She posits that design should be informed by the natural processes from which materials are derived.
This philosophy deeply resonates with me and my vision for Shinaraa; we seek to create art and fashion that transcends mere aesthetic appeal, using sustainable practices to address the urgent issues of consumerism and environmental degradation. By embracing Oxman’s ethos, Shinaraa bridges the gap between consumer desires and ecological responsibility. Our clothing is a sustainable choice that reflects both individual identity and collective responsibility.
What makes Shinaraa stand out from the other fashion brands in Hong Kong?
As a pioneering sustainable luxury womenswear brand, Shinaraa goes beyond empowering and celebrating women; we do so while reimagining fashion in a conscious way, from design to production to delivery. Our team treats every piece as a work of art and incorporates scientific research into its design process, exploring cruelty-free techniques and materials that enhance the comfort and durability of the garment. These include the use of natural fabrics, sustainable fibres, and azo-free vegetable dyes; as well as FSC-certified paper, soy ink, and and water-based coating for the packaging.
At Shinaraa, we also promote body positivity. You don’t need to fit into the garment – the garment will fit onto you! Our philosophy fosters a community of like-minded people who appreciate luxury that’s also sustainable for all.
What do you love the most about running your own business?
Personally, the people and purpose of Shinaraa make the cornerstones of my business. Within our team, we’ve been able to build strong relationships, promote a positive culture, and invest in steady development. On the other hand, “reimagine conscious fashion” is our guiding principle. It inspires our employees and resonates with our customers. When people believe in what you stand for, they’re more likely to support your business and become genuine advocates for your brand.
Together, these factors have created a strong foundation for our thriving business. We believe that by prioritising people and purpose, we can cultivate an environment where creativity flourishes, and everyone is aligned toward a common goal.
Shinaraa, Shop LG12, The Southside, 11 Heung Yip Road, Wong Chuk Hang, Hong Kong
This post is in partnership with Shinaraa.
