The Debut Of Deveaux’s First Women’s Line

Inspired by Phoebe Philo and her clan of followers.

Inspired by Phoebe Philo and her clan of followers. Designed by streetstyle photographer Tommy Ton. And sold at Moda Operandi.

"Deveaux’s signature: useful clothes that say quiet luxury. Price range: from US$265 (S$360) for a jersey tank to US$1,465 for a trenchcoat."

When Andrea Tsao (previously a Gap menswear designer) and her partner Matthew Breen (an ex-fashion buyer) launched menswear label Deveaux (say duh-vo) in late 2016, their problem wasn’t securing customers and retailers. Men were quickly on board with their luxe take on basics, and so were retailers like Opening Ceremony, Totokaelo and United Arrows. The problem was how to keep up with the growing numbers of women fans requesting alterations for the Deveaux men’s pieces they’d bought.

So in late 2018, they brought in street-style photographer Tommy Ton as the brand’s artistic director (and campaign lensman).

One year later, Deveaux’s ﬁrst womenswear collection – slouchy trousers, boxy jackets, tailored cotton shirts – is part “Philophile” and part Deveaux men’s line.

“I’ve been an observer for a long time, and I deﬁnitely have the Philophile women, not peacocks at Fashion Week, in mind when I design clothes,” says Ton.

Tsao hopes this line has the potential to do what the men’s has done: attract members of the opposite sex to buy it for themselves – although this applies mainly to guys with smaller frames.

“Our hope is that men will want to pick up the women’s pieces. That’s something Phoebe Philo did so well. She could make a man want to purchase a woman’s garment; she could make a man jealous of a woman – using clothes!” – BG