Malaysian designer Izrin Ismail's decade of style with her Innai Red label

In 2013, Izrin founded Innai Red, an extension brand that offers bespoke services for elegant evening and bridal wear. Photo: SAMUEL ONG/The Star

At the end of her show during the recent Kuala Lumpur Fashion Week, Izrin Ismail’s feet were aching and she could barely walk as she took to the runway to take a bow amid the audience’s thunderous applause.

The founder of Innai Red had spent the day in heels, running around making sure everything would run smoothly at the presentation of her new collection, New Romantics.

A feminine collection of sophisticated tiered maxis, playful minis and statement midi styles, pieces were made up of pretty watercolours, playful scallop hems and vibrant palettes, designs that were a celebration of the brand’s 10th anniversary.

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The collection pays homage to the elegance of Innai Red’s signature silhouettes. Photo: Innai Red

“I feel proud that the brand has managed to sustain and remain relevant thus far,” relates Izrin. “Ten years of remaining true to our design ethos that’s made up of beautiful series of collections that goes from strength to strength.

“Innai Red’s coveted creations push boundaries whilst creating an effortlessly chic-style, cementing our position as a standout in the local scene.”

During our cover shoot in the brand’s boutique, Izrin pulls several pieces from her new collection off their racks, trying on each one to see which would work best for our photos.

Meticulous and detail-oriented right down to every single strand of hair in her short, chic bob, she photographs easily, giving us perfection with every frame.

When Izrin first started out in the world of designing, she was 25 years old with some experience in retail from working at luxury and high street brands.

At the time, Innai was a batik brand, founded by her mother in 2003.

“I really didn’t see myself building a brand at that point,” says Izrin.

“At the start, I was co-handling Innai with my mother, as I was still studying locally and then went to Melbourne to finish off my degree. Even when I was studying overseas, I always helped out with ideas on batik motifs and colours whereas my mother handled production and oversaw the business.”

Before taking over, Izrin would observe and learn the tricks of the trade, which included fully understanding the techniques and history of batik-making, managing staff, suppliers, designs, operations and much more.

Innai began to grow in popularity, and at the time, Izrin felt that she was ready to fully concentrate on the brand.

“I saw huge potential for batik in the local industry. What made me more interested in the batik industry was to bring batik to a younger market and also tap into the international market. Upon my return from Melbourne and after working in the retail line for a while, mum surrendered the business to me in 2008, as I was ready to bring Innai to different heights,” she says.

In 2013, Innai Red was born, as an extension brand that offers bespoke services for elegant evening and bridal wear, driven by Izrin’s design philosophy which was to create “a new, contemporary femininity”.

“Innai Red was literally ‘my baby’ and was conceived in response to customers’ needs for scene-stealing gowns and special occasion-wear,” explains Izrin.

Staying relevant

The fashion industry moves swiftly and is often fickle, with the expectation that designers churn out new collections as fast as they possibly can, becoming somewhat a norm.

Things slowed down during the pandemic, a difficult time for designers, and while things have picked up, other challenges remain.

“The challenges are wide-ranging, but the biggest challenge in running the brand is to stay relevant and consistent in a fast-paced industry,” says Izrin.

There are watercolour prints, modern feminine silhouettes and vibrant colour palettes in the collection.

“Especially in a ‘changing desire’ generation, where Gen Z and Millenial shoppers are expected to drive the fashion industry’s recovery from the Covid-19 pandemic, as attracting these customers requires commitment to innovation.

“Innovation in digital engagement, interesting marketing narratives and sustainability.”

Apart from working on keeping pace with the ever-changing expectations in the industry, consumer behaviour has also shifted significantly in recent times, adding to the challenges of being a fashion designer.

For KLFW, Izrin decided that the collection would be about celebrating the glamour eras of the 1990s and Y2K.

“The 32-look collection features watercolour prints, modern feminine silhouettes and vibrant colour palettes with a dash of edge, and pays homage to the elegance of Innai Red’s signature silhouettes and details over a decade.”

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After taking a two-year pause due to the pandemic, this show felt slightly different to Izrin.

“The expectation was greater after a two-year hiatus and I really had to give our collection a wow factor, hence the burst of colours. I wanted the runway pieces to be elevated artforms of style and fashion, and that our workmanship and form can be seen up-close. I wanted to create aspirational pieces that could be worn by celebrities or key opinion leaders, not so much as something you’d see on the runway that would trickle down into the masses,” she says.

It was definitely a proud moment for Izrin, her team, and supporters and fans of the brand as they celebrated the 10th year of this iconic local label.

KLFW may be over, but the end of the year soirees and events are fast approaching, as are many long-delayed weddings and celebrations.

There’s much for Izrin to look forward to, and she’s approaching everything with a calm and positive outlook.

“We have two exciting collaborations coming up which I won’t reveal just yet,” says Izrin, adding, “And we hope to give a new look to our stores next year.”