Singapore contemporary womenswear label founded 2012, known for architectural cuts and fluid pieces that transition from office to evening.
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See all ads on AdLibrary →In Good Company (IGC) is a Singapore contemporary fashion label founded in 2012 by designers Sven Tan and Kane Tan alongside managing directors Jaclyn Teo and Julene Aw. Previously designers at the now-defunct Alldressedup, the founders created IGC to offer modular wardrobe essentials for women and men with clean lines, inventive detailing, and timeless silhouettes suited to Singapore's work-to-evening lifestyle. Also searched as In Good.
In Good Company relies on editorial-quality visuals and brand prestige over aggressive performance marketing. Their paid social skews toward awareness and consideration rather than direct response, featuring lookbook-style imagery shot in clean, minimalist settings. Seasonal campaign pushes align with Singapore Fashion Week and year-end gifting. See their ad creatives at AdLibrary.
Instagram is the brand's primary social channel, where editorial campaigns and behind-the-scenes designer content build affinity with professional Singapore women aged 25–40. Facebook ads serve retargeting and new collection launches, often using single-image or carousel formats with minimal copy letting garment aesthetics do the talking.
Copy themes centre on craft, considered dressing, versatility ('one piece, many occasions'), and quiet confidence. The brand avoids trend-chasing language, instead using words like 'considered', 'enduring', and 'crafted'. New season drops and collaboration announcements are key content moments.
IGC proves that a Singapore fashion brand can sustain premium positioning without heavy discounting by investing in craft narrative and editorial consistency. Their slow-growth philosophy — expanding to Hong Kong and select Asian markets before going wider — is a lesson in brand equity preservation over rapid scaling.
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