Telekung trends
Fabric development and customer demand have fuelled the innovation of the telekung, writes
JUST a decade ago, the telekung or the Muslimah prayer robe was basic in every sense of the word — at least where the Malaysian market was concerned. The fabrics it came in were cotton or polyester, the colour white and it had few or no embroidery.
What was important was that the telekung covered the aurah (the parts of the human body which must be covered by clothing) when women pray.
It was never about beauty or style.
But much like other clothing articles for Muslim women — like the tudung (head scarf) and jubah — the telekung too has gone through changes in recent years. Fabric technology and design have changed the way many Muslim women view the telekung now.
Telekung had no brand names in the past, but there are many telekung labels now and customers are spoilt for choice. They can choose from telekung made of silk, cotton lycra, cotton polyester and satin silk. Many brands have details such as telekung with zipped pockets, sleeves and two-in-one functions — such as tudung and telekung in one piece.
The market has become competitive as brands launch every design and colours imaginable for telekung.
Leading the telekung innovation in the country is Telekung Siti Khadijah. With its tagline “Lebih daripada sekadar telekung” (More than just telekung), the brand has elevated the status of the prayer attire since it launched its first design in 2009. These days, most consumers link designer telekung with the brand.
Its group executive chairman Aminuddi
Mohd Nasir says it is the brand’s aim to transform the image of the telekung when it launched its first design. The innovation in Siti Khadijah telekung -- an elastic loop to fit the face- — has changed the perception that telekung design is not refined. Women now look for telekung that gives them not only comfort but also beauty.
“Initially, people thought that we had changed the cut or style but it is still the same shape. The major difference is in the face design. We knew we could improve the telekung design. We created the face design to benefit women and they realised that our telekung is designed to cover the hair without having to wear an inner.”
“We use spun polyester, which is a softer and lighter fabric, and is more comfortable. In addition, the lining covers the wearer from head to chest.”
INNOVATIVE TECHNIQUES
People choose Siti Khadijah because the products are innovative and are made with techniques that the brand invented.
Others may try to copy its innovation but they won’t be able to get it completely right. Siti Khadijah products go through research and development. The brand employs staff who are experts in different aspects of production.
Telekung is not about fashion but women still want to look and feel good when they wear it. They buy designer telekung