Brand offers young girls sweet and trendy outfits

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TARGETING young girls between the ages of 16 and 22, Ellegirl recently opened its flagship store at Sunway Pyramid in Petaling Jaya.

The 139sq m-store is the first in the world.

Floral: Short dresses for the trendy young.

The sister brand of Elle, Ellegirl is targeted at girls who want to be trendy and assert their personality through mix-and-match apparels and accessories.

Brought to Malaysia by Alstyle International with Largardere Active Enterprises, the brand hopes to open three more stores next year. The second branch has already opened in Sabah.

Alstyle executive director Chris Lim said shopping for teens and young adults could be a little tough and Ellegirl was created for them.

“While Elle is for women who are 23 and above, Ellegirl is for the younger ones.

“You don’t want something that looks too childish or otherwise. Clothes for this group must be youthful in its designs,” she said.

Lim added that the store currently only carry clothes but accessories would also be part of the collection by next year.

Making its debut in March, Ellegirl is represented by an illustrated character named Lili. She is Parisian — a fashion-conscious and a joyful girl.

Listening to rock music, singing, travelling, doing yoga and walking her dog are some of her favourite activities.

She has a bulldog named Balthazar, who has a sweet tooth for strawberry macaroons and loves to chew Lili’s shoes all day long.

Night out: A combination of black and pink for a cocktail dress.

That is why guests were treated to sweet cupcakes, pastries and candies at the launch.

During a fashion show, guests were entertained by a collection that ranged from sweet and girl-next-door looks to sporty and sexy styles.

Colours ranged from pastels to neutral whites and black to bright pink.