So here’s the good news – We will be participating (along with 12 other local retailers & brands alike) in Percentile 2014. In its second run this year after proving to be a success last year, this will be an event you won’t want to miss. Happening over a weekend, 12 & 13 July to be exact, expect to find amazing deals and special sample sales from your local small businesses and brands.


AL&ALICIA past season collections will be at an amazing 80% off and samples will start from an enticing S$20 and up. If you’ve been following us, you’d know we only ever had such a crazy SALE two years ago and it was a sell-out because it was that good.

So come on down, spread the word and share this news with your friends! This isn’t your Great Singapore Sale. It’s better than that.

Follow us on facebook and instagram for more updates leading to the event. You can also view updates from our sister store here and the main Percentile site here.

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As some of you might already know, our website has been compromised and we’re working hard on troubleshooting the issue. And while we’re at it, we might as well let you know that we’re also working on something new and special and all will be revealed soon! So there, you heard it here first!


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It’s Mother’s Day today, an occasion where I’ll be showing extra love and appreciation to mom who’s always been there for me in her own special way. This year, with the addition of little Evan Hunter, I have had a taste of motherhood myself which was tough yet incredibly amazing. It’s only after having gone through a tiny percent of what my mom went through raising us four kids, did my love and respect for her (and all you mamas out there) grow more and more each day.

Evan is now 12 weeks old and I thought it was a perfect time to introduce some of my favorite baby boy things that helped me survive parenting during this time. Hopefully this list will come in handy for those of you who are expecting a new addition to your family as well. Feel free to throw in your comments and your baby favorites too!

Happy Mother’s Day to my lovely mom and all you amazing mummies out there!


1. You’d probably wouldn’t need a stroller for the first two weeks or so, but I thought I’d share a lesser known brand and one I’ve come to love. Introducing Mutsy – a Dutch design  that’s functional, versatile, compact and value for money. Forget Stokke and/or Bugaboo, this is so much better at half the price. Check out the demo video for the Mutsy Evo here.

2. A baby log is important to track your baby’s development from day one. A friend of mine introduced Baby Connect to me and though it isn’t a free app, it has become my best friend. Another app some of you might find useful would be The Wonder Weeks — a great app for tracking developmental leaps (and for understanding why your happy baby is suddenly so fussy).

3. I swear by all Earth Mama Angel products. It contains only natural and organic ingredients that’s just pure goodness (and they smell so good!) for your baby’s skin. Evan uses the baby oil to moisturize his sensitive eczema-prone skin and the bottom balm for prevention of diaper rash.

4. Because of his sensitive skin, Evan broke out in a pretty bad nappy rash within the second week. We’ve tried more than five different brands (desitin, A+D, Aveeno, earth’s best etc) but they didn’t work until my sister recommended Burt’s Bees Diaper Ointment that she used for her baby girl. It only took two days and his nappy rash was all gone!

5. Swaddling is a must to keep baby feeling secure and cosy. Aden & Anais muslin swaddles are great for our weather all day long. It ain’t cheap but it’s worth every penny.

6. Our doula recommended the Manduca Baby Carrier to soothe Evan when he gets fussy during a growth spurt and wouldn’t sleep well. Of course, there are other baby carriers that works just as good so do explore your options and test it with your baby before you decide on the right one to get.

7. OXO Tot On-The-Go Drying Rack. For all the breast-feeding moms who plan to head back to work, this is the perfect cleaning solution.

8. We received the Cradle ‘N Swing from Fisher Price as a gift and it became quite a lifesaver when I was just too tired from rocking Evan in my arms to soothe him from crying. He loved watching the mobile whilst being rocked from side to side.

9. Some of my favorite baby clothing brands – Emile Et Ida and the eco-friendly Oeuf NYC.

10. Babymoov Love Nest Pillow – It’s breathable, washable and great for shaping baby’s head and preventing flat head.

11. If you plan to use bottles, I like Dr. Browns which has a slow flow teat and also reduces colic. if you need to combine it with breastfeeding. The only cons would be it has more parts to wash.

12. Buttoned down blouses are my new wardrobe staples as it makes breast-feeding that much easier. Here are my AL&ALICIA favorites!

13. Baby Gap‘s my favorite baby online shop I can count on for baby essentials and sleep basics. Another top pick would be etiquette clothiers for quality socks and onesies.

14. Evan’s favorite bedtime story books – I Love You, Goodnight and Goodnight Moon.

15. Lastly, blogs and internet readings keep me sane when I needed answers to my questions and tips for parenting. The few favorites I keep returning to would be Troublesome Tots (no more bedtime drama!), Chronicles Of A Babywise Mom and Kelly Mom. Trust me, they are really useful.

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(Shop: Monochromatic Styles / SS14)

There’s no doubt that we love color blocking (a trend always present in all our collections!). The bolder the better and even match-y prints all over is back in style. For Spring 2014, we were inspired by the 60′s & 70′s simple formula of wearing just a single hue head-to-toe. There’s no need to stress about mixing and matching, plus a monochromatic ensemble makes a pretty striking outfit we must say.

Create interesting looks with varied shades of a single color and select seperates that are classy and uncomplicated. Of course, if bright colors are a little too much for you, we’d opt for the softer pastel palettes or go neutral (greys, whites and blacks are easy!). Check out some street looks we like below, plus some celebrity sighting on



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An amazing full page write-up in the March 2014 issue of Catalog Magazine! Featuring our Spring 2014 story and a little more. Big thanks to the writers, we are thrilled! If you haven’t gotten a copy of Catalog yet, hop on over here to read the full article.

Shop: All Spring’14 New Arrivals

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The AL&ALICIA Spring 2014 Collection – titled RUNAWAY WITH ME - was inspired by the Wes Anderson film Moonrise Kingdom, centered around a pair of young lovers venturing on a spiritual journey. It’s tenderly romantic, deeply charming, slightly mischievous and yields a pop culture retrospective of mid-1960s trends that is characteristic with the timeframe of the film but with an added touch of modernity.

Colors are taken from the military elements seen in the film like rust, khaki and olive as well as the faded beach scenes of river blues and delicate feminine florals.

Alicia’s most memorable scene and starting point for the collection:
“There’s a scene where the two misunderstood romantics are on a misty beach with an olive colored lantern on the right, saddle oxfords on the left and a pair of binoculars in the foreground. I just love that scene which sets the mood for our style direction this season. The entire 60s setting and quirky frames in the film was fun to explore for this collection. Suits were our very first key items and we’re playing it up in different fabrication in SS14. Our customers always love a classic piece that they can get so many uses out of. That’s the best part of it all; how most of our styles can go from work to play.”

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From all of us at AL&ALICIA, here’s wishing everyone a Happy & Prosperous Year Of The Horse! And of course, this year… our favorite Ang Bao design goes to AlsoDominie (A boutique press printing company that prints most of our lookbooks and collaterals!)  It’s so elaborate, elegant and gorgeous, definitely a keeper!


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Our Spring Campaign imagery, shot by photographer Chuck Reyes, portrays a modern day “Suzy Bishop” by integrating 60s inspired silhouettes and classic staples with feminine-masculine details. Spring 2014 also marks the fifth time working with our favorite and all-time quirky Chuck.


A big shout-out and thank you to Cheu and Belle for loaning us their lovely space and shop – Like That One – for our SS14 photoshoot. It was the perfect fit the minute we saw it and we knew it was the perfect backdrop for our Spring Campaign. Read more about Like That One here, and view more sneaks below, enjoy!


AL&ALICIA Spring 2014 Campaign
Photographer / Chuck Reyes
Model / Klaudia (AVE.)
Art Direction / Kiat & team
Hair & Makeup / Sam Ong
Styling by AL&ALICIA
Special thanks / Ally, Zhiwei, Joycelyn, Ian, Roslyn and Cheu

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