Malaysian-born Swiss jet setter Dada Herzog Alattas talks to us about what it means to be a lady of leisure.

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) in Lucerne Switzerlandwe interviewed jet setter Dada Herzog Alattas.

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 and to the planet’s most elegant settings.  

Dada Herzog Alattas, a sophisticated lady who has an impressive Instagram following, partners with many European luxury brands including Hublot, Dubois et fils, FENTY and Blancpain, to name only a few. What does luxury mean to you?

We live in a world where we put a 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. 

In your opinion, what qualities make a true lady in modern society?

In an intrusive world where everything is transparent & there are no more boundaries; for me, decency, manners and 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 on 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 would 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 style and 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 played a big role in.

Never underestimate the power of a hat, It can signify different statements– showing respect to an institution and servers as great 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 which outfit and or which hat for each occasion. 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 a lady of leisure?

It’s a state of mind. The art of balancing time; to be centred 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. It’s 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.

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

A crisp white shirt does it for me every time. I consider it as the male version of the classic little black dress. The timeless aesthetic that combines class, simplicity and 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. 

What is your definition of elegance?

It’s a concoction of natural attributes–of having dignity, charm, humility and refinement. 

Gentlemans Codes

Sister Publication

Founded in 2018, our sister publication GC is a Malaysian preeminent publication dedicated to the education and empowerment of gentlemen.

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