Emerging Brand “Songs of Siren” Commands and Captivates in First Year Success

From splashes in the pool to sparking mischief and confidence, Songs of Siren is a powerfully intentional wave crashing against the saturated fashion market, all in its first six months. 

Tinka Weener began teasing the brand on social media in December 2024, and officially launched on Dec. 6, 2024. The nine product collection line includes three pyramid shaped bags, four dresses of various cuts and themes, and one two-piece set, all inspired by the archetypal siren, celebrating the essence of the feminine. 

“I think the archetype of the siren is very symbolized by femininity and feminism and power and allure of Greek mythology and we really play with this in a humorous way and challenge traditional norms, gender norms,” Weener said. “There is no specific person or gender or anything that can wear the brand, I just want anyone who wants to feel glamorous and wear a sparkly dress to know they’re more than welcome to dress up, no matter who you are.”

Originally from Amsterdam, Weener’s background is one that danced around the idea of design. Initially, the designer studied economics and then moved to fashion design and merchandising, sparking the start of her career in the industry. 

From working in PR for Dutch lingerie brand Marlies Dekker to styling for Alexander McQueen, Weener found an interest in hand-beaded couture and the intricate craftsmanship of Indian artisans. She also began to realize where her passions truly lie. 

“I always was making my own clothes, or customizing them rather, so I always had an interest in design,” Weener said. “After getting a fashion degree, I mostly worked in PR at other luxury clothing brands and agencies, and I always knew working with independent designers made me feel a little jealous. I felt like I’m helping all these amazing brands get publicity but actually I'd love to do what they're doing. It seemed much more exciting.” 

Even with challenges arising for this new-found designer – including learning from scratch how to work with manufacturers, doing fittings and revising samples for quality assurance and fit – you’d never know. The final products showcase quality craftsmanship and solid thematics, each one of a kind garment hand-crafted with 100% glass beads. 

Weener pulls inspiration from the places she’s lived including Amsterdam, London, and the bright and sunny Beverly Hills. Blended with her interests in Ancient Egypt, Greek Mythology and biblical prints, the PR and styling aficionado creatively integrates these into her editorial campaigns. 

The first campaign released in early December that caused ripples was shot in Amsterdam. Turning the mundane into luxury, this campaign was directed by Indiana Roma Vos and shot by Dion Bal in an indoor public pool, with models dolled up and posed as if they were falling into the water. The website product shots? Big hair and shimmering Glamour posed on top of diving boards. 

“I’m inspired by the original beautiful woman from Greek mythology, you know the women that lured sailor men back with their songs. So I knew I wanted to do something with symbolize the siren, but I wanted to do it in a modern way with the pool,” Weener said. “Indiana does an amazing job and basically came up with the idea, she figured out lighting, which models to pick together and helped me so much. She has an amazing eye. My brain can sometimes be a little bit too creative and too chaotic. I have all these plans, but she gets my ideas and makes it much more manageable and realistic.”

The second and third campaigns shot in Beverly Hills embodied old Hollywood glamour, Palm Springs sunshine, and the timeless aura of badass female autonomy – freedom to dress up for any occasion, even if it's just lounging about or wandering hotel halls. All these campaigns led up to the brand’s London Fashion Week (LFW) debut in March in collaboration with designer service platform, Fashion Crossover London.

Weener described her reasoning for LFW partially stemming from needing more content for social media. But the decision was a crossroad for the brand, as she was invited to participate in both a trade show and the runway. 

“I lived in London when I was younger and I would volunteer to be a backstage photographer and dresser, so the idea of having my own show felt very surreal and full-circle. It was a fever dream basically, I didn’t sleep for days,” Weener laughed. “Mostly we established the brand with the show. It matured the brand very quickly, we only existed two months before London Fashion Week and already did a show! It was chaotic and last minute but I’m very happy I did it.”

The latest editorial campaign for Songs of Siren showcases this rebellious London heritage, while still commanding women to stand boldly in their identity and expression. Focusing on promotion of the Serpent Dress, a hand beaded black mini with a snake symbolic of the Adam and Eve story, the model doesn’t just poke fun at the Queen's Guard, but licks his face in true punk fashion. It’s a gritty, even uncomfortable move, from a well-dressed classy woman, further challenging the societal norms for women that Weener looks to dismantle. The campaign strategically, subtly ends with the guard escorting her out of frame, leaving only the Serpent pyramid bag on the steps. 

“Bags are such an important factor of female fashion, as women we carry so much with us, plus the pyramids felt like a fun shape to incorporate into the design process,” Weener explained. “It was definitely trial and error. The first two samples didn’t have a high enough quality because I wanted to use high-quality silks, high-quality lamb leather. Otherwise, having it hand-beaded wouldn’t make sense if the materials themselves weren’t high-end. In the end it came out so soft, and the inside is lined with a high-quality velvet.”

The website describes that Songs of Siren pieces are designed to, “make you feel like the protagonist of your own story” and Weener’s expertise in PR and styling is definitely aiding in telling these stories through the garment. Currently, Weener is working on the second collection, which will be, “a lot of fun and unique pieces, expanding our product lines, more bags, I’m even thinking about doing tights” according to the designer.  

Although we don’t know what themes Songs of Siren will play into next, we are certain it will turn heads. In only six months, Weener has been able to grow the Siren community and build a world of intricate designs meant to be worn for any occasion that the wearer sees fit. For someone who may be interested in starting their own line, or even switching careers in general as she did, Weener’s advice is straightforward – “Just do it, and don’t be too focused on all the tiny details.” 

“I very much get into my own head, everything has to be perfect otherwise I don't want to do it. I actually kept postponing doing this for like a year or a year and a half,” Weener said. “I’ve definitely gone back and forth about what I want to do, what I think will work well in the current market. We are our own worst critic, so when we think something is not perfect, it might be perfect to someone else.” 

All photos courtesy of Songs of Siren Instagram.