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Up Close & Personal: Dada Herzog Alattas

Malaysian-born Swiss jetsetter talks exclusively to GC on her lady of leisure's persona.

By GC Editor

It is well known that Switzerland boasts the highest quality of living in the world, a sense of prestige that is matched by few other countries in the world. Taking place at the historic Château Gütsch (Castle Gutsch), Lucerne Switzerland, GC interviewed jet setter Dada Herzog Alattas for GC's 1st lady of leisure series.

A Malaysian based in Switzerland, Dada has developed a strong reputation – both in Zurich and beyond – as an ambassador of luxury and a purveyor of the high life. Her work sees her travel in helicopters, private jets, yachts, in the planet’s most elegant settings.

Dada Herzog Alattas, a sophisticated lady who boasts over 30,000 followers on her Instagram account, partners with many European luxury brands including Hublot, Dubois et fils, FENTY, Blancpain, to name a few. What does luxury mean to you?

We live in a realm where we put value on everything. But, when only something becomes invaluable, it compasses the essence of luxury. If there is only one word to define luxury, I say it is time.

Today, everything seems to move at a rapid speed. The availability of time, and the quality of time spent, is luxury in its own right. The opulence is in appreciating the passion and the amount of time that goes for example, into a bespoke creation, those 'rare moments' that offer once-in-a-lifetime experiences. Exclusive access only few will secure. True luxury is personal.

You have a real insight of the lady of leisure perspective. In your opinion, what qualities make a lady in modern society?

In an intrusive world where everything is transparent & there are no more boundaries; for me, decency, manners & morals are the vital code for the modern lady to live by.

One must carry in themselves a great deal of self-awareness. You may be wearing the most elegant dress, but chewing loudly with your elbow on the table, is a BIG NO for a lady or supposedly anyone for that matter.

Manners and etiquette are of course; more than just using the correct cutlery and napkin protocols. You should be able to realise that every action, word or movement has an impact towards those around you.

Etiquette is after all, merely a form of respect towards others. The sophistication is in the subtleness of behaviours. So, always read the room and be conscious of others.

How do you describe your style?

Personal style is more than just an outfit. It embodies attitude, what inspires me and mostly my mood on the day. I always consider that we should dress how we want to be addressed.

I'm not one to follow the crowd, I prefer curating my own designs--being independent in my clothing decisions. Although, I do tend to lean on ladylike silhouettes that are creatively bold, usually timeless, romantic, and charming.

Whether attending a formal event to just running some errands, I never leave the house without a hat. I have been wearing hats since I was a toddler; which I believe my grandparents placed a strong influence on.

Never underestimate the power of a hat, It can signify different statements-- showing respect to an insurance when mother nature strikes. If you are new to the chapeau culture, it can be quite overwhelming to choose which hat to pair with a distinct accouterments. But, believe me, it can be the one accessory that sets you apart.

It also helps in the case of bad hair days--a simple beauty tip: wearing a bonnet over dry, styled locks for 15minutes help smooth frizz & flyaways.

What is your definition of lady of leisure?

It's a state of mind. The art of balancing time; to be centered in the here and now, and not worrying about the past nor future.

The option to think about how to spend your time is a luxury to many. Its in your presence in the present. To truly live, one must savour the moment--as living in the moment keeps you grounded and connected to yourself and everything around you.

It's my modus of enjoyment & gratification.

What is your definition of elegance?

It's a concoction of natural attributes--of having dignity, charm, humility, & refinement.

A gentleman is someone who treat her lady like a princess. How would you like to be treated?

I appreciate effort--no matter how small. A small gesture as simple as leaving love notes around the house, even after 8 years of marriage.

Everything that has value in life, is a combination of consistency & dedication. Do unto others as you would unto you. It's only fair to treat your man like a king if one is to demand to be treated like a princess.

If male elegance could be summed up in a single outfit, what would it be?

A crisp white shirt does it for me everytime. I consider it as the male version of the classic little black dress. Timeless aesthetic that combines class, simplicity & comfort.

Dress it up, go smart casual, have the sleeves slightly rolled up--perfect for a date night, or to be cruising on a yacht.

Dada, our time is up. Thank you very much for your time.

You are most welcome.

Follow Dada's Instagram: dadaherzogalattas

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