A total of 12 uprising designers would showcase their works at the fashion show

by NUR HAZIQAH A MALEK

THE Kuala Lumpur Fashion Week (KLFW) is set to showcase the work of over 80 local designers, especially their prêt-a-porter collections at the seventh edition of the event.

KLFW founder Andrew Tan said the five-day event, to be held from Aug 21-Aug 25, 2019, at Pavilion Kuala Lumpur, would serve not just a platform to present the latest collections of the designers.

“It is an incubation and networking hub for our bravest and brightest creative minds to facilitate and further their businesses.

“Whether selling to consumers or pitching to potential buyers, without a doubt KLFW is also a trade-accelerating event. It is an event with many roles and responsibilities,” he said at the media launch earlier this month.

A total of 12 uprising designers — including Behati, Sierra Chong and Wynka — would showcase their works at the fashion show. Joining them are top 10 powerhouse Malaysian designers including Afiq Mohamed, or better known as Afiq M, Alia Bastamam and Nurita Harith.

Both Alia and Afiq’s designs can be found at Zalora Malaysia, while Nurita’s are available on FashionValet under her label, nh by Nurita Harith.

The comeback stage features influential figures such as Hatta Dolmat and Syaiful Baharim to feature their ladies’ wear collections, while three designers — namely Hafiz Drahman, Laven L and Ziyan Batik — will be showcasing their works under the annual Batik design competition Piala Seri Endon.

Tan added the fashion industry is experiencing “the year of awakening” as 2019 has been challenging for most businesses both regionally and globally.

“The ones who will succeed will have to come to terms with the fact that in the new standard that is taking shape around them, some of the old rules simply don’t work. We must think less about survival and more on strategic agenda.

“A strong brand identity will be crucial for domestic and international success as stronger brands will be able to take advantage of their brand strength for expansion using alliances and franchise arrangements,” he said.

Tan also said what is required for any fashion company or professional for survival and growth is to establish instinctual relationship with the customers.

“It is all about giving consumers exactly what they need and in the way that they need it,” he said.

Meanwhile, KLFW 2019 would feature a new segment, dubbed Fashion Forward Batik Malaysia, an initiative to upscale the local batik industry.

“This year, we are working together with the Malaysian batik pioneer, Kraftangan Malaysia, which provides batik textiles to two Kraftangan in-house designers and four young designers to come out with a range of modern and contemporary pieces to be showcased on the first day of the fashion week,” Tan said.

In addition, an exhibition of Malaysian textiles called Thread of Heritage will also be featured in lieu of the Merdeka month to spread awareness on the appreciation of local fabrics, especially for its durability and unique beauty.

Three fashion schools are involved in the project — namely UCSI University, Malaysian Institute of Art and SML Fashion Academy.

The event would also feature the Design to Sustain segment, an initiative to express KLFW’s support towards sustainable and ethical fashion.

The segment gathers 13 designers — who are past winners and finalists of AirAsia Runway Ready Designer Search — to be a part of the Rethink and Reconstruct project.

These designers had been tasked to produce a look from items bought at a pre-loved shop, Jalan Jalan Japan, before being showcased at the KLFW 2019.