The highly-anticipated opening of Hong Kong fashion store i.t has arrived.

The store opened its doors to the public yesterday at Wisma Atria.

It houses nine labels - the avant-garde Izzue, Mysty Woman, Pageboy, b + a b, 5cm, Fingercroxx, Tout A Coup, As Know As De Base and Venilla Suite.

Prices start from $26 for a T-shirt and $299 for a jacket.

On Wednesday, the 10,200 sq ft store was a playground to the stars.

There, at its preview party, celebrities Dasmond Koh, Hossan Leong, Jade Seah and Eunice Olsen mingled with selected i.t fans.

Glasses of bubbly in hand, they got a first look at the collections.

Seah told My Paper that she liked the store's multi-brand concept.

"It's kind of like a one-stop shop, which is great if you are lazy to go from shop to shop."

Her favourite brand? Izzue, because its pieces are "very current and it pays attention to details, like drapes, and has unusual cuts".

Her personal style is ever- changing, the actress admitted, as it depends on her mood and the pair of shoes she is wearing. It can be girly one day and tomboyish the next, she added.

But one thing's for sure: Seah dislikes apparel that are too tight, like bodycon dresses.

My Paper followed her as she wandered around the store to choose her top four picks.

Photos: My Paper

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