Andrea Goh, mastermind behind popular fashion blog “What’s The Goh” and curator of up-and-coming “fashion destination” e-boutique ShopGoh, has always had an eye for the eclectic. Describing herself as a “magpie with fashion” in her younger years, Goh created ShopGoh with the goal of offering customers a “diverse, eclectic selection of affordable, internationally sourced pieces alongside vintage designer pieces” that she will soon be adding to her carefully curated collection available on the site.
Goh’s passion for clothing and fashion began at a young age, as she admired the jewellery of her aunties and began putting her own outfits together by the age of four. Today, she is inspired by “anything visual… interesting colour palettes and shapes––you can find them anywhere––art, architecture, nature, and more.” She also loves to watch people, drawing inspiration from cool outfits that she spots on the street, especially stylish senior citizens!
Goh has attracted a significant following on social media through her Instagram (@whatsthegoh) and her blog, where she posts regularly about her daily outfits, inspirations, and delicious food, as well as fashion events around Perth. Her blog has been nominated not just once, but two years in a row for “Best Blogger” in the Western Australia Fashion Awards, so you know she means business.
As for her work on her new e-boutique, an addition to her popular blog, Goh says “ShopGoh is all about celebrating individuality and unique style.” This is evident in her current collection, with her focus to provide clothes that are affordable and high-quality, but straying from pieces that are “too trend-focused, as there is no longevity in those.” Goh believes that the collection is perfect for “fashion forward thinkers that aren’t afraid to be unique and dare to experiment with styling.” The site itself is beautifully designed, easy to navigate, and has plans to expand, with Goh hoping to take on new local, national, and international labels in the near future. For now, customers can shop from a large array of hand-picked items by Goh, with everything from tops and pants, dresses and coats, to accessories like tote bags and colorful angora socks.
ShopGoh recently made its runway show debut at WA Born, which Goh claims was an exciting opportunity because it gave her an outlet to be involved in the promotion of the local fashion industry in Perth, something that often is overlooked. “There are so many creative [people] here and it is so great to see us all coming together for a great cause.”
Hopefully Perth will be seeing more of ShopGoh on the runway and new items added to the website soon. Until then, we’ll just have to settle for the snippets of Goh’s life we can catch on Instagram and “What’s the Goh” and hope we can take some of her inspiration for ourselves.
Photography by Shirin Carter
HMUA by Hendra Widjaja
Styled byAndrea Goh
By Melissa Greenberg