Home ONLINE MALL FOR SHOPPING Main Malaysian style designers share how they tailored to the brand new...

Main Malaysian style designers share how they tailored to the brand new regular

The world of the runway and design atelier, illuminated by vibrant Klieg lights and shiny media protection, has misplaced none of its want or attraction. However in a society that has irrevocably modified on account of the Covid-19 pandemic, Choices speaks to 5 main Malaysian designers to learn the way issues have, likewise, modified — for the work they do in addition to the lives they lead.


Hafizi Radzi Woo + Izree Kai Haffiz
Inventive director + model strategic & managing director, Fiziwoo

The Fiziwoo label wants no introduction amongst style-savvy Malaysians. Established in 2009 by Hafizi Radzi Woo, who was joined two years later by Izree Kai Haffiz, the label has since grown from a two-man present right into a style atelier to be reckoned with, comprising three important strains — Fiziwoo Artisanal, Fiziwoo Prepared-To-Put on (RTW) and the diffusion line, Woofiziwoo.

Celebrated for his or her cutting-edge technique and embellished strategy to style, they’re set to open a brand new bricks-and-mortar retailer, specialising in RTW, anytime now in KL East Mall, Kuala Lumpur. Talking in regards to the mad frenzy to adapt to the brand new regular introduced by the Covid-19 pandemic, each heave a protracted, drawn-out sigh earlier than Kai replies: “We needed to change issues so rapidly and work onerous and quick to provide issues we had by no means carried out earlier than.”

These “issues” included material face masks, athleisure items like jogger pants, T-shirts and tie-dye hoodies, in addition to hand-sanitising sprays, all marketed below the Woo Energy label. “We went the other finish of what Fiziwoo is generally recognized for, which is event put on,” laughs Kai, “however we needed to adapt rapidly, a transfer essential for survival. We’re comfortable now although to see occasions slowly returning to the scene and folks eager to spend on stunning garments that make them really feel particular as soon as extra.”

Although their DNA lies very a lot in bespoke designs that mix a contact of the regal with nice detailing and opulent materials like Moroccan crepe silk and heavy organza, the designers, who’re favoured by Malaysian excessive society for his or her skill to decorate them like goddesses, say their private look couldn’t be farther from the robes they create. “Consolation is vital,” they refrain.

Each virtually dwell in shorts, though Fizi prefers topping it with an outsized tee, and Kai, a sweater. “After residing in lockdown, we determined to begin getting lively — finally! We started spinning in a bid to really feel much less torpid as we each gained a lot weight,” confesses Kai, who admitted to following all of the culinary developments on-line, equivalent to whipping up Dalgona coffees and even perfecting his rooster curry recipe, which is a agency favorite of Fizi’s.



One main change they’ve observed in shopper behaviour, nevertheless, is that prospects need designs which are less complicated now, with emphasis on consolation in addition to higher worth for cash. “It is smart, after all,” says Fizi. It’s a shift the model acknowledges, by directing a lot of its focus now to RTW. “Our aim is to have RTW contribute 80% to complete income in the end,” says Kai.

Regardless of the market dictates, nobody can deny the immense pleasure derived from proudly owning a flattering Fiziwoo creation. Is there one merchandise they’d suggest as an funding piece? A traditional baju kurung, they reply with out hesitation. “It’s a staple all Malaysian girls ought to have,” Kai insists. “It doesn’t matter if it’s a flowery one you’ll be able to put on to a marriage or one that you simply put on to work. It’s evergreen and so very Malaysian, kan?”


Datin Azila Caramella
Managing director, Caramel Vogue Scarves

Vogue has at all times been Datin Azila Caramella’s forte, lengthy earlier than she established Caramel Vogue Scarves in 2018, whose on-line success was adopted by the opening of a standalone boutique at MyTown Procuring Centre in Cheras, Kuala Lumpur, in 2019. Combining each model and savviness, the Universiti Teknologi Mara style graduate, a well-known face on the native social circuit, has at all times discovered pleasure in clothes and exquisite issues. “Resulting from Covid-19, I’ve been sticking to straightforward snug, sporty appears to be like. However now that issues are selecting up and occasions are slowly making a comeback, I’m having fun with dressing up as soon as once more — however my manner, after all.” ‘Her manner’ would invariably imply a blazer, her most well-liked look when out and about for work, and at all times, at all times accented with a classy scarf.

“I contemplate scarves a necessary accent,” says Azila, who selected to mood her white-hot embellished Balmain jacket for the picture shoot with a comfortable floral scarf of her personal design. “Scarves full any look and transcend cultures and gender … even males put on scarves. You may put on it across the neck, as a scarf, tied round your bag and even across the waist. The way you select to model it’s utterly as much as you. Additionally, for the manager, it presents the right of completion. It may possibly maintain you heat in a chilly workplace or brighten up any assembly whereas including a splash of color.”

This love of the écharpe has led to the profitable institution of her enterprise, the aforementioned Caramel Vogue Scarves, however Azila, ever enterprising, not too long ago teamed up with native style doyenne Datuk Seri Dr Farah Khan of the Melium Group, to launch a restricted version of reasonably priced scarves below the Caramel x FK Farah Khan label, focused on the fashionable, modest lady and simply in time for Hari Raya.



“I contemplate Farah an previous buddy and it has been a pleasure working along with her on this,” Azila says. “This new vary is for everyone. All of the scarves are made utilizing a beautiful mix of silk-satin and are impressed by six stunning gardens world wide, together with Tuileries, named for the Jardins de Tuileries in Paris; La Mamounia and Majorelle for 2 beautiful gardens in Marrakech, Morocco; and Katsura,” she says, the final referring to the celebrated Katsura Rikyu in Kyoto, one of many most interesting examples of Japanese structure and backyard design. “I final visited Morocco in 2018, having travelled there as a part of an extended cruise vacation,” she sighs. “Now, because of the pandemic, the concept of with the ability to journey continues to be a faraway dream. So what do I do? I simply placed on one among these scarves and transport myself to those stunning locations by the use of the gathering,” she laughs.


Khoon Hooi
Inventive director, Khoon Hooi

You can’t declare to be a Malaysian fashionista if the identify Khoon Hooi is unfamiliar to you. Ever because the diminutive however massively proficient designer established his eponymous label in 1999, a mere two years after bagging the highest prize on the Asia Younger Designer Awards in Japan, girls, first in Malaysia and now internationally, have been handled to his distinctive interpretation of an expensive but quintessentially female model that revolves across the most interesting supplies, voluminous silhouettes and arresting particulars.

Even Hollywood has fallen onerous for Khoon Hooi’s aptitude, with actresses equivalent to Zooey Deschanel, Camila Morrone and Ginnifer Goodwin sporting iconic robes just like the Constanza, Catalina and Fabiana to varied pre-Covid purple carpet occasions. Songbird Katy Perry famously made a splash in an off-the-shoulder yellow taffeta Mara long-column costume with a dramatic large bow and holographic crystal studs whereas on her 2019 Jingle Ball tour.

“The world has since modified,” the boyish-looking Khoon Hooi muses considerably wistfully. “For a designer like me, one of the crucial affected areas is the acquisition of material and supplies. We will’t see or contact it, and all the things must be carried out by video calls, so it’s onerous to guage.” With beautiful taffeta, dreamy tulle, ostrich feather trimmings, macramé lace and metallic floral brocade all par for the course for the designer, one can think about his dilemma and frustration when eager to conjure up couture creations. “Not that there have been many occasions to put on them too, both,” he says sardonically.

By no means one to host or attend a pity get together, he has as a substitute thrown himself into adapting with the instances. Along with his expertise and nice eye, it didn’t take lengthy for him to launch the Khoon Hooi Way of life Assortment. It presents a full array of gorgeous, sensible and, most significantly in these unsure instances, reasonably priced gadgets, which vary from equipment made utilizing upcycled materials (yoga bag, bucket hat, tote bag and material face masks) to primary unisex T-shirts created from high quality mercerised cotton.

“I specialize in event put on however the pandemic has pressured me to create issues I might usually put on myself on a day-to-day foundation,” grins the designer, who virtually lives in white tee and black pants combos.



“The pandemic has undoubtedly sucked all of the enjoyable out of residing,” he goes on, “however I wish to see that there’s each a adverse and optimistic facet to the state of affairs. For the primary time, we’ve all had time to pause and replicate … not merely chasing assortment after assortment. Definitely, I needed to change to an entire new mind-set however it does have its deserves. However at the same time as we’ve all needed to adapt, I’m happy to say that occasions — and wedding ceremony celebrations — are slowly, slowly making a comeback, which I’m grateful for as I can then design what I actually like to design as soon as extra.”

An announcement with which all of the society brides and swans on the market would wholeheartedly concur, we’re positive.


Datuk Seri Dr Farah Khan
President, Melium Group + artistic director, Farah Khan

Datuk Seri Dr Farah Khan may be Singapore-born however, after a long time of helming luxurious retail firm The Melium Group out of Malaysia’s capital and establishing her namesake style label (all beads, sequins and slinky Southeast Asian sensibilities, excellent in a black-tie environ or whereas sipping sundowners at Amankila, thanks very a lot), she deserves her (unchallenged) title as Kuala Lumpur’s first girl of style.

Melium celebrated its 30th anniversary in 2019, having weathered the ups and downs of financial cycles and some recessions, however it’s not a stretch to say the following decade might be its most difficult but.

Covid-19 confirmed no sympathy for the retail sector however the indomitable Farah takes all of it in her stride. “On the peak of the pandemic, once we have been all working from dwelling, I virtually lived in loungewear and athleisure,” she confesses. “My most well-liked WFH look has at all times been easy T-shirts paired with cozy, but trendy, Alo Yoga sweats or Pucci silk-jersey trousers. Consolation was what all of us wanted then. However now that the MCO is over, I’ve returned to warrior mode! I’m now all about Edward Achour, Givenchy and Max Mara jackets, blouses and fits. It’s my armour — it helps me drive the enterprise and get on with issues.”

Steering companies from right here on inevitably means harnessing the ability of expertise to succeed in customers who might not want to enterprise out as a lot anymore. “An important factor in life is the flexibility to adapt; actually pivot on this case,” she stresses. “We’ve modified the way in which we run the enterprise operationally, the way in which we take care of companions, principals and so forth. On the digital entrance, we launched our e-commerce platform for our outlet enterprise — meliumdesigneroutlet.com — and we’re within the technique of engaged on the ShopMelium.com platform that may service our downtown retail operations.”

After we met, Farah was in the course of seeing to 1,000,000 issues: greeting her A-list clientele who descended in drive upon M Pavilion to snap up ex-Ralph Lauren protégé and Cerruti & Cerruti and Tocca design director Samantha Sung’s clothes, all of the whereas enjoying hostess to key designers who have been current to help her pre-Ramadan in-boutique celebration and discuss “the enterprise of style” with a bevy of editors.



Wearing a romantic white shirt, sharp black pants adorned with a couple of flounces for added drama and Roger Vivier, it’s clear, from her “armour”, that she intends to proceed doing battle: to win over extra followers to Melium’s distinctive strategy to model and purchasing, to keep up its place as one of many nation’s prime retailers regardless of how robust the panorama, and to overcome style apathy (or certainly aversion).

Farah has made it easy, although. Her labels run the gamut, from reasonably priced sweaters below the FK by Farah Khan label which bear jaunty messages like “Create Good Karma” and “No Standing, Solely Dancing”, to iconic Gomminos by Tod’s and males’s polo shirts by Hackett London, assuring even probably the most finicky buyer selection in all areas, from value to model to design model. She does concede, nevertheless, that folks might have adopted a extra cautious stance post-pandemic. By no means fazed, she dispenses this bit of recommendation: “If funds is a matter, merely make investments thoughtfully in items that may go far in your wardrobe like a superbly tailor-made jacket and a traditional leather-based bag.” Stylish, as at all times? There was by no means any doubt. 


This text first appeared on Apr 19, 2021 in The Edge Malaysia.



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