hansel is an award winning Singaporean womenswear brand created by designer Jo Soh whose fun take on vintage-inspired styles has formed the signature look of the line. With a strong fine arts background, Jo develops fabric prints from her hand-drawn artworks that have added a distinctive edge to the label.

hansel jo soh hand drawn art textile fabric print singapore fashion

hansel jo soh hand drawn art textile fabric print singapore fashion

After graduating from renowned Central St. Martins in London, Jo honed her skills working with designers around the globe. She sewed haute couture garments for Tristan Webber in London and had assignments in Milan, New York and Singapore. Jo has also freelanced as a stylist, an illustrator, taught in fashion colleges in Singapore and especially loved her one-time stint as a pre-school art teacher!  

hansel was named after Jo’s beloved Jack Russell Terrier (a stray puppy she rescued off the streets) and made its impressive debut at Australian Fashion Week in October 2003. Since then, the label has been carried in boutiques in Singapore, Kuala Lumpur, Japan, Australia, New Zealand and the U.S.A. and regularly gets glowing reviews in the press.

hansel and its diffusion casualwear line, hello hansel, were discontinued in December 2015 as Jo transitioned into her new role as Head of Fashion at established British brand, Laura Ashley. The designs available for shopping are from hansel’s last collections.