MFW 2015 Puts The Spotlight On Muslimah Fashion

By Salbiah Said KUALA LUMPUR, Nov 26 (Bernama) -- The second edition of Malaysia's leading trade fashion and lifestyle event, FACIT@INTRADE and Malaysia Fashion Week (MFW 2015) came to a close recently, after celebrating the best of Malaysian fashion in a four-day extravaganza. World renowned shoe designer Professor Jimmy Choo, who is also Honorary Advisor to MFW, added glitz and glamour to the showcase, which kicked off on Nov 4 at Menara MATRADE. Both events are part of the Malaysia External Trade Development Corporation's (MATRADE)s signature annual event called International Trade Malaysia (INTRADE) held since 2007. Organisers describe the fashion week as an effective medium to push the Malaysian fashion brands internationally whilst at the same time elevate Malaysia, particularly Kuala Lumpur, as a major fashion hub in both Asia and globally. This year's focus is on innovative Muslimah designers and exhibitors, with the inclusion of a dedicated fashion pavillion called MODEST-STYLE. FOCUSED AND INCLUSIVE The spotlight is on celebrity designers Mizz Nina - The Madeena Shop, Hip Hop performer Altimet - Benua, Rozita Che Wan - Padusi Couture and Yatt Hamzah - Suci. The MFW 2015 also highlighted the youth engagement with broad-based programmes highlighting young designers, fashion expressions by design and fashion students and youth collaborations with the fashion and music industry. MATRADE in collaboration with STYLO International unveiled an exciting series of fashion shows and a fashion and lifestyle trade exhibition, featuring the Spring/Summer 2016 collection of over 60 Malaysian designers at the Malaysia Fashion Showcase and over 30 international designers at the Mercedes-Benz STYLO Asia Fashion Week. The FACIT@INTRADE featured 290 booths with 68 per cent Malaysian and 32 per cent International businesses from 14 countries representing fashion apparels, accessories, cosmetics, personal care and textiles. "This year's edition is truly focused and inclusive in nature. There are alot of strong features to highlight what's truly Malaysia and this is unique in the eyes of global buyers. The more unique we are, the more attractive we are to them," says MATRADE Chief Executive Officer Dzulkifli Mahmud. REGIONAL FASHION EXPO The event features diverse and exquisite range of traditional, heritage craft and designs from east Malaysian states Sabah, Sarawak and by the Peranakan. Featured under the fashionably inclusive segment, the exhibitors and designers highlighted are Sarawak Craft Council, Kraftangan, Deanoor, Toko Ce' Ros, Joe's Design and Sonali. Dzulkifli, who is also MFW 2015 Chairman, said given that Malaysia's fashion sector is growing, this initiative is crucial in highlighting Malaysian capabilities to the world, especial the women and young designers. "We are tapping the talents and creativity of our young fashion designers, both men and women, to come forward with high quality fashion and finished products," he said in an interview with Bernama. "We believe this is a good platform for our young entrepreneurs in fashion and design, including inspiring students in fashion, to showcase their capability, as MATRADE's role here is to connect them with foreign buyers," added Dzulkifli. MATRADE, would be working closely with Mercedes Benz and STYLO from next year in promoting lifestyle fashion. "We are also looking into the possibility of making Malaysia Fashion Week a regional fashion exhibition, not only for ASEAN, but also for the world," he said adding that the event this year is expected to record 10 per cent increase in sales compared with US$21.35 million (RM90 million) last year. PUSH FOR SOFT EXPORTS "We are currently in the Top 5 in ASEAN's fashion industry. We should aim for the Top 2. However, we are not far off and we should strive to produce more top-notch designers, including Muslimah fashion icons," he added. China, Singapore, Thailand, the Middle East and Europe are the major export destinations for Malaysia's textiles and clothings. "Hopefully, with the Trans-Pacific Partnership Agreement (TPPA), we can further increase our exports to 40 percent," he added. Malaysia's export of textiles and clothings hit a whopping US$2.2 billion (RM9.3 billion) for the first nine months of this year, up 8.1 per cent from US$2.04 billion (RM8.6 billion) in the same period last year. The January-September 2015 figure is expected to rise 5 percent by 2020, according to the Ministry of International Trade and Industry (MITI). (US$1 = RM4.21) Dzulkifli also stressed the need for industry players, especially young entrepreneurs to use e-commerce in boosting exports. FOCUS ON MODEST STYLE MATRADE Chairman Noraini Ahmad said what MATRADE focused on modest style. "In fact, we have started with some of the designers, who took part in fashion shows abroad. Malaysian Muslimah brand Blauncher for example, has made forays in China and Paris," she told Bernama. "Youth and inclusiveness - the theme of this year's showcase - is relevant at this point of time, and that is why we are focusing youth engagement in the event". "Our young talents are very creative, focused and know what they want. I can see that young fashion designers need alot of opportunities to venture overseas. Our officers abroad are ready to assist them. MATRADE knows where the target markets are," she added. "In fact, at the gala dinner, the minister (Minister of International Trade and Industry Mustapa Mohamed) had asked MATRADE to focus on the ASEAN Community and introduce fashion for the region," said Noraini. MATRADE has been receiving encouraging demand for Malaysian creative products, namely fashion, she said, noting that Malaysian fashion collections were vibrant, versatile, modern and very creative. "Those who have the determination can go far. We want to continue promoting our talents abroad. There's alot of space for them. We hope young talents can come to MATRADE for assistance," added Noraini. CENTRE FOR ISLAMIC FASHION Co-Chairman of MFW 2015 and Chairman of Mercedes Benz STYLO Asia Fashion Week Nancy Yeoh said: "I'm a real advocate that Malaysia can be a wonderful place for Islamic or Muslimah fashion." "The theme MODEST-STYLE is appealing. It does not matter what race you come from or faith, you can embrace the beauty of modest style. Not everyone wants to wear their clothes in a sexy way. Hence, we took the opportunity by launching it in a big way," added Yeoh. "We know there are alot of Chinese buyers who are quite impressed with what we have here. If we want to market it properly and put proper branding behind it, we can be the centre for Muslimah fashion. This is one of the key initiatives we are going to look at next year," she added, noting that the event was a good platform for incubator designers who have no opportunity to stage a fashion show. "Creating a fashion line is not cheap at all. It involves a lot of money, and on top of that, you have put up a stage and hire models. For this fashion week, we brought in also Asian designers to complement us. We cannot just put up a fashion show on our own. "If we include designers from Japan, South Korea, China and Thailand, among others, people will come here. The beneficiaries are Malaysians themselves. We make sure at least 60 percent are Malaysian designers," she explained. -- BERNAMA