Malaysia-international Fashion Week 2010
The Malaysia-International Fashion Week 2010 is set to dazzle the crowd.
Maxis’ vice-president and Head of Products, Devices and Innovation, T. Kugan (left) striking a pose with the official logo of Malaysia-International Fashion Week 2010 with mifa’s chairman Heah Sieu Lay (centre) and CEO Syeba Yip. PUT your stilettos on, fashionistas. The Malaysia-International Fashion Week 2010 (M-IFW’10) is here again. Arguably the biggest fashion event in Malaysia, M-IFW is an ongoing effort by the Malaysian International Fashion Alliance (mifa) to support the professional development of local fashion designers and promote the Malaysian fashion industry in the global arena.
This is the eight instalment of the annual event and it will take place at Pavilion Kuala Lumpur from Nov 2 to 6.
Popular local designers such as Michael Ong, Datuk Bernard Chandran, Datuk Farah Khan and Eric Choong are among the 70 Malaysian designers who will showcase their designs at the five-day event.
International brands such as Emilio Pucci, Helmut Lang and Halston will also make an appearance at M-IFW’10, which will feature 18 fashion showcases altogether.
Up-and-coming new designers from Malaysia will get a chance to flaunt their creations at the event too.
“It’s a way of helping ‘low-lying’ brands,” says mifa’s chief executive officer Syeba Yip.
Besides promoting the local fashion industry, M-IFW also aims to boost fashion tourism and trade in Malaysia.
“Tourism is a good way of exposing our local designs to foreigners,” says Yip. “Besides going to resorts, tourists who come here will also experience our local fashion scene. Our unique summer dresses are especially popular with tourists.
“We can be like Bangkok, where local designers can earn their money. At the same time, we also want to remind local consumers of our talented local designers,” Yip adds. “This is the time for Asian designers to be noticed by the world.”
Endorsed by Malaysian External Trade Development Corporation or Matrade, the M-IFW also attracts trade and industry members including designers, fashion buyers and lifestyle media from the Asian region, Middle East, Australia and New Zealand.
“This provides good exposure for local designers who will be featured on channels such as Fashion TV (an international TV channel dedicated to fashion),” Yip explains.
Following seven years of success, M-IFW is now poised to propel Malaysia into the hub of Asian fashion industry. However, Yip admits it can be a challenge. “There are a lot of fashion students as well as young designers but they are very lost. Plus, the culture here in Malaysia is generally very laid-back. There is just not enough enthusiasm in the fashion industry,” she says.
Yip also lists “attitude problems” as the biggest setback for new Malaysian designers. “Young designers these days are very impatient. Most of them have no training, unlike foreign designers who have gone through internships with fashion magazines and stylists before launching their own labels. Local designers just want to make it big fast,” she says.
“For example, designers like Derek Lam (top New York-based Asian-American designer) did not become famous overnight. He was an assistant for Michael Kors (famed American designer) for four years and he worked for a Hong Kong retail brand before launching his own label,” says Yip.
To aspiring young designers, Yip advices: “You have to put in a lot of hard work, be humble and have a good attitude. It’s all about the attitude, as a good attitude will lead to good networking.”
Meanwhile, M-IFW, which was conceptualised in 2003, is presented by mifa in collaboration with local integrated services provider Maxis for the second consecutive year.
Maxis, which has over 12 million Maxis customers, will offer a custom-made interface
(Pic below) M-IFW’10 advertising campaign features (from left) Kavita Sidhu, Deborah Henry, Datuk Farah Khan, Raja Datuk Nordiana Zainal Shah and Syeba Yip.
Local designer Eric Choong will be highlighting his latest creations at M-IFW this year.