Star power
Comprising traditional yet trendy silhouettes, the latest designs from local designer Rico Rinaldi adheres to a refined and modern aesthetic. His muse is none other than Neelofa, who is considered one of Malaysia’s most popular personalities.
THE man started off with just a small shop in Kajang in 2006 but today employs a team of 18 people to run his label. He also has a swanky boutique in Hartamas, Kuala Lumpur – his second, in addition to the other in Bangi.
For Rico Rinaldi, that is an achievement he can certainly be proud off. He has managed to sustain his business for more than 10 years too, something of which he says is “challenging”.
“The fashion industry in Malaysia is very saturated. Designers don’t only have to compete with each other, but big brands as well,” the 30-year-old states, regarding the difficulties of being an independent label.
“I believe my designs stand out because of their detail and workmanship. My creations have always been very ‘Rico Rinaldi’. I think that is why people always return to me.”
Rico recently launched his Raya collection for the year. This is said to be his biggest yet, with 20 ready-to-wear pieces, 12 bespoke creations and for the very first time, a Ramadan range.
According to Rico, the the designs have specific names. He says that it symbolises the beauty of Aidilfitri and the fashion that helps celebrate it.
Among the names chosen to represent the design include Abeer (fragrance), Eshal (paradise), Naurah (flowers), Razita (flowers) and Rayhan (fragrant smells). Each dress has its own character and signature.
“It brings together the best and most popular designs. There are also additions of wellloved silhouettes like the baju kurung kedah, but made modern using ribbon detailings,” Rico notes.
The colour palette includes pastels and other soft shades. The fabrics are chiffon, satin pattern, crepe and cotton linens, chosen for the wonderful look and feel, yet still comfortable.
Rico has also introduced Neelofa as the face of his 2018 Raya collection. Known as one of Malaysia’s most popular personalities, she was chosen because she represents the modern, successful woman.
“I wanted to find a celebrity that can represent a personal collection – different, unique and competent. Neelofa is not only popular, but she shines in various fields, especially acting and hosting,” Rico explains.
“She has worn my designs before, but we are not friends or anything. So I was pleasantly surprised when she responded to me and agreed to be my muse for the collection.”
Telling his story
Rico points out that he actually did not think he could be a designer. Growing up, he never saw it as a viable career path. His mother was just a beader for a bridal company.
“I didn’t know how to draw. So I thought I’ll be a tailor or take on some other job in the industry. It was only when I entered university that I realised, ‘Hey, I can actually do this’.”
After graduating from Limkokwing University, where he studied fashion and retail, Rico started joining various design competitions. He won a number of them and caught the eye of the industry.
“My first studio in Kajang was very small. It didn’t have anything. No signboard, nothing. I had one sewing machine then. It was only when I moved it to Bangi that I expanded my business and hired a team,” he states.
Born Rico Rinaldi Tono, he says that he gets asked about his name a lot. Some people have even gone up to him and asked where he is from. There are even those that think he is from Mexico!
“I have asked my parents about my name. Well, they said they liked Ronaldo. The odd thing is, all the others in my family have Malay names,” Rico adds, with a laugh.
On his inspiration, he explains that he loves travelling and often draws from the different place he visits for each collection. The things he observes while on his travels help inspire his sketches too.
“All of my designs tell a tale. Every collection has a story behind it. That is something important to me, and I think it captures the imagination of my customers as well,” Rico concludes.