In the rapidly evolving world of fashion, Balcone emerges as a breath of fresh air—a unique fashion e-commerce platform founded by fashion stylist and creative director Naz Kisnisci that brings a distinctly European perspective to online retail in Asia. Naz’s vision for Balcone goes beyond the ordinary e-commerce experience, creating a curated space where individuals can shop and style themselves in a way that truly reflects their essence. In this interview, Naz shares her journey, the values driving Balcone, and her hopes for a fashion landscape where every piece tells a story.
Photographer: Hans Goh, Artistic Director and Fashion Stylist: Naz Kisnisci, Muah: Ying Cui, Videographer: Erwin Hastings, Photographer Assistant: Sy Yi, Model: Ally Teo
Starting with the Beginning
KUUN: Naz, you have a background as a fashion director and stylist, and now you’ve launched your online retail store, Balcone. Can you share a bit about your journey? What inspired you to move from styling to launching a retail platform?
NAZ: I wouldn’t say I’ve moved on from styling—I still work as a stylist! I’ve simply added another role to my journey as an entrepreneur. I’ve always been captivated by the intersection of creativity, culture, and storytelling. My work, whether with PAP Magazine or independent projects, has often been driven by a desire to create a more equitable space—not just for emerging brands, but also for creative talents.
Throughout my career, I’ve worked with both niche designers and established labels, and I deeply appreciate the history, craftsmanship, and influence of established brands. At the same time, independent brands inspire me in a different way—they bring authenticity, creativity, and meaningful stories to the fashion landscape. Their ability to build genuine communities around their vision resonates deeply with me and reflects the shift I’ve noticed in consumer behavior: a growing desire for inclusivity, values, and cultural depth.
After spending years immersed in the European fashion scene and moving to Asia, I was inspired by the region’s unique fashion landscape and its appetite for innovation. That’s when Balcone was born.
KUUN: What does the name "Balcone" signify for you?
NAZ: The name Balcone <bal·có·ne> means "balcony" in English and is inspired by the European tradition of stepping onto a balcony for a moment of respite and fresh air. Metaphorically, it symbolizes a refreshing experience—a breath of fresh air, a brief escape, and a new perspective, all within the comfort of your own space. Balcone also serves as a cross-cultural bridge, connecting Europe with the vibrant fashion landscape of Asia.
Photographer: Hans Goh, Artistic Director and Fashion Stylist: Naz Kisnisci, Muah: Ying Cui, Videographer: Erwin Hastings, Photographer Assistant: Sy Yi, Model: Ally Teo
The Mission Behind Balcone
KUUN: What gap or opportunity did you see in the market that led you to create Balcone?
NAZ: In Europe, fashion consumers are more familiar with niche brands, but the market is highly saturated. With intense competition, brands need either truly unique products or significant marketing investments to stand out. Additionally, economic challenges have impacted consumer spending power.
In Southeast Asia, by contrast, consumers often have greater purchasing power and a strong affinity for globally recognized luxury brands, which dominate the market. However, there’s limited exposure to European emerging brands, despite a clear aspiration for European fashion. Logistical barriers and a lack of representation make these brands less accessible. At the same time, younger consumers in Asia show a growing interest in discovering smaller, unique labels and have a deeper familiarity with niche brands, even if they’re not widely known locally. This creates an exciting opportunity in Singapore and the wider APAC region to bridge the gap and connect quality, emerging European brands with an enthusiastic and untapped audience.
KUUN: How would you describe Balcone's aesthetic and the type of brands or products you feature?
NAZ: At Balcone, we believe fashion is a powerful form of self-expression that transcends trends and logos. It’s about the stories and values behind each garment. Our aesthetic is rooted in a philosophy that celebrates individuality and confidence. We’re drawn to people who are unapologetically themselves, who share meaningful stories, and who don’t follow trends just for the sake of fitting in or avoiding FOMO. Instead, they appreciate life’s simplest moments—like the warmth of sunlight on your cappuccino cup and the smile it brings. This vision shapes our aesthetic, which when merged with Asian influences, results in a laid-back European vibe with an unexpected twist. The brands we carry at Balcone are carefully selected for their authenticity, creativity, and strong brand culture.
KUUN: Do you focus more on emerging designers, established brands, or a mix? How do you curate the selection?
NAZ: While we place a bigger spotlight on emerging brands, the selection at Balcone is always a mix. Some of the emerging brands we carry, such as Kettel Atelier, Kuun Studio, or Jupiter, are exclusive to Balcone in Singapore and Asia. When it comes to established brands, we focus on timeless, standout pieces that offer something unique. The curation is organic, much like how you dress—it’s about mixing and matching based on your personal style. You don’t have to wear head-to-toe Gucci or LV; it’s about creating a look that feels authentic to you.
Photographer: Hans Goh, Artistic Director and Fashion Stylist: Naz Kisnisci, Muah: Ying Cui, Videographer: Erwin Hastings, Photographer Assistant: Sy Yi, Model: Ally Teo
The Current Fashion Landscape
KUUN: As a stylist and now a retailer, how do you see the current landscape for emerging designers? What challenges do they face, and how does Balcone aim to support or showcase their work?
NAZ: Emerging designers are incredibly talented, full of creativity, and have unique stories to tell. However, in my experience, many struggle to fully understand or dedicate time to the business side of fashion, which is crucial for growth and sustainability. While creativity is key, it’s not enough on its own to maintain or scale a brand. Designers often face challenges, such as limited resources, lack of investment, and sometimes a missing business strategy. As difficult as it may be for creatives to embrace, having a solid business plan, marketing strategy, and vision is essential for long-term success, reaching a larger audience, and making the brand profitable.
At Balcone, we’re passionate about discovering new talent and supporting emerging designers, especially those looking to expand into Asia. We believe in showcasing those brands through exclusive in-house campaigns, elevated styling, and featuring their products in shoots that help introduce them to a new audience. Many of these designers lack a presence in Asia, so our campaigns provide them with more visibility and content to share, allowing them to build their brand and reach a wider audience in the region.
Looking Forward
KUUN: What are your goals for Balcone in the coming years? Are there plans to expand the brand or introduce new elements?
NAZ: We’re excited to expand Balcone into other markets across Southeast Asia, soon. This growth presents an incredible opportunity to bring our curated selection of brands to a wider audience and connect with new customers who share our appreciation for authenticity and creativity.
KUUN: Finally, what advice would you give to other young entrepreneurs or aspiring fashion professionals looking to create their own path?
NAZ: Work hard. Ask for help. Fail—and fail again. Stay focused on your own goals, and don’t get distracted by others' paths. Be honest with yourself. Don’t give up. Enjoy the process, and repeat :)
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