NEGA C. Fashion was founded in 2011 by fashion designer Isabella Choi, who studied in the United Kingdom and Thailand. In 2012, the brand opened its women’s fashion boutique in Macao and later developed its own designed and produced “SHOP Collection.” Guided by the brand philosophy, “The life you love, the love you live,” NEGA C. conveys an attitude of loving life without being defined by age. Inspired by vibrant women and incorporating elements of street culture, music, and art, the brand creates a style that is retro, playful, and charming.
More than 90% of the products in NEGA C.’s physical store are independently developed by its in-house design studio and carefully produced in small batches. The brand is divided into three main lines: SHOP COLLECTION is designed for working women aged 22 to 45, emphasizing practicality and styling versatility, with regular monthly updates; MAGENTA X NEGA C., a collaboration with ITSMAGENTA, the fashion brand founded by rising Thai idol Noeul Nuttarat, has now reached its third season, with products sold in multiple global markets including Europe, the United States, Japan, Korea, and India; and COUTURE COLLECTION, the brand’s high-end custom line, focuses on the needs of stage performers and celebrities, emphasizing dramatic impact and exceptional craftsmanship. Each piece is tailor-made and represents the pinnacle of the brand’s artistry.
NEGA C. upholds the core spirit of “design-driven creativity” and “craftsmanship.” With originality and agile responsiveness, its products have been sold in Macao, Hong Kong, Taiwan, Japan, Thailand, and other markets, while its collaborative line has successfully expanded internationally. Through three precisely positioned product lines, the brand showcases the creative strength and global potential of Macao’s independent fashion scene.
