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Actress Chen Yixin is ready to make a splash with Beike, her own beachwear fashion label

She may be known as the daughter of veteran actors Xiang Yun and Edmund Chen, but the singer, actress, model is also now an entrepreneur.

Actress Chen Yixin is ready to make a splash with Beike, her own beachwear fashion label

Actress Chen Yixin models for her fashion label, Beike Studio. (Photo: Instagram/beike.studio)

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Without a doubt, Chen Yixin loves the beach. In fact, a quick scroll through the Singaporean actress’ social media account and you’ll see many photos of her frolicking along the shoreline and enjoying time under the sun.

In fact, Yixin loves the beach so much that that she decided to create a swimwear fashion line called Beike.

“The decision behind starting my own fashion label was because I really wanted to do my own swimwear,” shared Yixin.

“I noticed that there was a (lack of options for) bikini and swimwear in general for Asian body types. And for someone like me, who really loves being under the sun, I wanted to create some cute designs for myself, and I think that’s what inspired me to really kickstart Beike.”

THE BIRTH OF BEIKE

According to Yixin, the label’s name takes inspiration from the Chinese word for “seashells”. Pronounced as “bake”, it also cheekily showcases the second generation star’s love for the outdoors, especially spending time under the sun at the beach and evident by her gorgeous sun-kissed skin tone.

“I’ve always wanted to start my own brand. It initially started off as my own sportwear, but then I got humbled when I realised competitors are all very, very, very big brands. That’s not to say that swimwear has no big brands, but it’s more of that there is less options to choose from, apart from Australian and American brands, and henceforth, why I decided to take this challenge up.”

While Yixin might grace magazine covers and its glossy pages decked in the trendiest and most luxurious outfits, Beike is designed to be what she prefers to wear off-duty – comfortable and timeless pieces.

Actress Chen Yixin models for her fashion label, Beike Studio. (Photo: Chen Yixin)

And Beike embodies who the multi-hyphenate is in every single way, offering breezy bottoms and flirty tops that won’t go out of style.

The first collection, The Katong Series, is heavily inspired by her Peranakan heritage, said Yixin. “My dad’s (actor Edmund Chen) ancestry is Peranakan, so I feel very personal towards this particular culture.”

But rather than the colourful prints that are often associated with the Peranakan heritage (think: Singapore Airlines’ stewardess outfits), Yixin chose to focus on the dainty lace patterns that are incorporated in the culture’s kitchenware, beddings and curtains.

To this, Yixin credits being surrounded by such intricate details in her paternal grandmother’s home as she was growing up.

DOING IT ON HER OWN

And no, Yixin doesn’t have a crew of people working day and night on Beike. On the contrary, she is doing this all on her own, from investing a five-figure sum (of her hard-earned savings) to conceptualising the designs and even handling customer service.

“I sketched up my designs and worked with the manufacturers. I actually emailed every single manufacturer I could find on the internet to get quotations for the MOQ (minimum order quantity).”

But of course, Yixin shared that she was, and is, never entirely alone, thanks to the assistance from supportive family and friends.

“I've been very lucky. It’s definitely an amazing teamwork with the people around me in my life,” emphasised Yixin, on how she juggles her many work commitments, even more with the addition of Beike.

There’s manager, Cally, who helps plan Yixin’s schedule and ensures that she can handle all that’s on her plate; Karen, a member of Artiste Co (the talent management agency that Yixin is with), who assists with the packing and orders for Beike; and of course, Yixin’s parents, veteran actors Xiang Yun and Edmund Chen, as well.

“My parents have been so sweet. Sometimes if I’m not at home or I’m at work, and there are delivery services (arriving), they will actually take the effort to stay at home just so that they can ensure that it is a smooth delivery.”

And even when coming up with the brand’s identity, Yixin added that she roped in friends, who were only too excited to help by bouncing off ideas with her. One of these supportive friends also appears in Beike’s campaigns – CNA Lifestyle spotted fellow second gen star, Eleanor Lee, decked in The Katong Top and The Katong Boxers on the brand’s social account.

THE CHALLENGES FACED

When it comes to the biggest and hardest challenge she’s faced thus far, Yixin shared that without a doubt, it would be customer service.

“We always say that ‘the customer is always right’, and to practise the amount of patience and understanding needed in this area has been very helpful for me. It’s also been very humbling. I’m nothing but grateful (to the customers), because honestly, without them, I wouldn’t have noticed the errors that I’ve made.”

Yixin added that she also reminds herself that it’s a learning process; being receptive to constructive criticism and learning how to grow and be better. And at the same time, not forgetting to be kind and gentle with herself when mistakes are made too.

THE FUTURE IS BRIGHT

Besides continuing to create good content for her social media account, Yixin wants to keep her focus on Beike (We hear that her long-awaited swimwear drops later this month.)

“What I hope to achieve in my own fashion label is to be able to shine more light on Asian fashion brands, especially Singapore ones. And also for it to be a clothing line that really complements the Asian body type.”

But her main goal for Beike is for it to complement people’s lives, adding excitement and happiness, and becoming something that they can look forward to.

And while it might sound like lofty dreams, with the determination and hard work that Yixin is known for, it sure looks that these dreams will become a reality in a matter of time.

For now, she is happy to have a place in the local fashion scene.

“It’s important to be aware of what’s in the market and what I want to put out, and how special it is. The fact that Beike exists and has come to fruition is the proudest thing I’ve achieved.”

Source: CNA/yy
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