Classic yet modern

Malaysian label Poya designs traditional wear for the modern woman.

ALMOST two decades ago, Sharifah Naemah Khalidza Syed Hassan, or better known as just Poya to her family and friends, noticed an apparent wide gap in the Malay ready-to-wear scene.

One could purchase high-quality, unique modern designs for a hefty price, or get cheaper, mass-made outfits. But there were few brands that offered lasting designs in a variety of well-loved forms.

It was then that Poya decided to start her own label. Her eponymous brand combines the classic end of traditional wear and its contemporary potential, offering everyday wear that is demure yet trendy.

According to Poya, her designs were first sold at bazaars in shopping malls. Despite not knowing anything about running a fashion brand, she persevered and kept on going.

“I’m inspired by my mother’s side of the family, who originated from Terengganu. Back in the years, the ladies were always sporting such attire, looking very modest yet stylish,” she states.

The first Poya store opened in 2000 within Bangsar Shopping Centre. Other stores soon followed, aiming at making it easy for modern women to find tailor-made traditional Malay attire.

“From what we see, the current generation often overlooks the differences and versatility of traditional Malay clothing. These clothes can be worn for almost any occasion,” Poya points out.

“We’re here to help people understand what traditional Malay wear is all about, and appreciate its beauty. And we will continue to do this until more of them embrace their heritage.”

Poya does not just sell women’s clothes, but men’s silk and cotton batik shirts as well. The brand prides itself on providing a warm, welcoming service to all. There is also an online store (poya.com.my) for those who prefer to shop from home.

“While more people are opting for the new, trendier choices of fashion, we as Malaysians should not let traditional attire to simply fade. This is one heritage we should always be proud of,” Poya notes.

“Poya strives to combat the perception that traditional is boring. Our clothing are versatile enough to appear both traditional and modern. How do we do this? Through various cuttings, fabric choices, prints and colours.” Every first Wednesday of the month, Star2 will be highlighting fresh, cool fashion from Malaysia and around Asia. Want to see some of your favourites featured? Just drop us an email at star2@thestar. com.my.