InStyle's favourite new online store Three Floor!

InStyle's favourite new online store Three Floor!
Three Floor Fashion

Get the deets on hot new online shopping destination Three Floor as we chat to the founder Han Chong…

We're always on the look-out for hot new labels and Three Floor has to be one of our top online shopping destinations. Founded by Han Chong the creative director back in 2011, the label features directional pieces at super accessible price-points. We caught up with Han to talk all things style…

What's the story behind your brand?

THREE FLOOR was founded in November 2011, by myself (Han Chong – Creative Director), Managing Director Yvonne Hoang and a small team. We set out to create a brand that is very wearable but we played on our strengths to offer something that other brands don’t. We wanted to push the boundaries of affordable design by creating quality garments which connect with our customer’s personality and cheeky side.

Who is the Three Floor woman?

I like to think of our girl as someone who enjoys a bit of attention, but still has a fun-loving attitude who doesn’t take herself too seriously.

What do you feel characterises your designs?

Our designs always carry a certain naughtiness about them, showing our girl’s seductive side without being inappropriate. I think she still likes to have an element of femininity and something natural about her look.

What are your main influences?

At the beginning we were greatly inspired by bloggers and the social media community, a year on, we always have our girl in mind and can create desirable pieces ahead of trends for her, but we still always have the social media reference.

What are the key trends in your collection for AW12?

We’re feeling for interest fabrics and oversized silhouettes teamed with some wardrobe staples. Keeping the whole look quite sleek with a pop of colour will look really on trend and effortless.

What are the pieces to invest in next season?

Statement A-line skirts are always worth investing in and a luxe sweatshirt will definitely attract some attention.


Do you have a style muse – and why?

The muse for Three Floor is similar each season as it is the basis of the design direction… bloggers, editors, models off duty and street styling. Social media is such an informal and easy way to communicate about fashion so it’s important for us to keep up to date with who’s wearing what and if you spot someone in Three Floor then that’s a bonus!

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