Iman Kamarudin, 36, fell in love with Paris during her student days in London. Together with her Russian roommate (who was brought up in France), they went to the French capital often to observe its people and spend long hours at the parks and museums that dot the city.
Those trips brought Iman, who studied finance but was more inclined towards the arts, close to French fashion style – an effortless way of dressing that’s smart, seasonless and versatile for every woman, whether she is 20 or 60.
One-third of the forces behind Petit Moi (or Small Me in English), known for its versatile clothing with quirky details, it was no surprise that when Iman, with her sister-in-law Farihin Azam and their friend Pamela Bong, started the brand in late 2016 (initially for children, hence the name), they delved into the French fashion playbook for inspiration.
And when it started producing women’s and men’s wear line in 2018, that philosophy remained.
“There’s something very appealing about the way French women dress and what French fashion brands offer. The designs are timeless, the quality is top-notch and there’s longevity in the clothes.
“The clothes don’t look dated and with a few tweaks here and there, they can suit women across the ages. There’s a distinct style and a cool and effortless look... that’s what we want Petit Moi to embody,” she says.
Petit Moi’s aesthetics is French but the brand serves the modest Malaysian customers. Is it difficult to make that shift?
Not at all. I think the French fashion aesthetics we go to when designing the clothes are already modest to start with – white shirts or blouses with interesting details, striped tops and cardigans and full skirts.
What’s more important is that they offer endless possibilities for mixing and and matching. We believe each item should be worthy of purchase and it shouldn’t just look trendy for a season or goes well for one collection. You should be able to repeat-wear it and style it according to the occasion and your preference at any given time.
And speaking of stripes, why do you love Breton?
While it began as a uniform for the French Navy in mid 1850’s, this iconic horizontal stripe pattern turns out to be extremely stylish and versatile. You can dress down with it, or dress it up with a jacket and the pattern will not be out of place. Depending on the width of the stripe, the material of the top and its cut, a Breton striped top flatters anyone, whether you are petite or plus-sized.
Personally to me, what works for a bigger girl is stripes of medium width and a boxy top.
Do you like where fashion is going when it comes to developing positive body image?
I think what’s great about fashion now is that consumers are ready to break the old beliefs of what looks good on them by experimenting with different ways of dressing.
The old fashion thinking is that if you are big, wearing baggy clothes will make you look even bigger, but I disagree. As long as you can find the right colour combination and silhouette, you can still look good in bigger clothes.
Also, tucking in was something only those who are thin would do, but if you are not, there’s always the half tuck option that will still make you look poised.
What do you tote in your carrier everyday?
I’m definitely a big bag, even a two-bag person. I carry everything! There’s my coffee tumbler because you know, coffee runs through my veins and I believe in doing my best for the Earth so I try not to use disposable coffee cups.
And I always carry a book and sometimes it’s a hard cover and it takes up space. Right now I’m reading David Dodson’s The Manager’s Handbook.
I think the more the business grows, the more I need to learn new skills, including being a better manager. I carry my sunglasses everywhere too. I just think I look better in photographs with them on.
How do you balance social media and family?
The fashion business requires some content from brand founders to give a connection to our customers, but I try to balance what I share because I like to keep some things private and I think that should be the way.
I’m still conscious and cautious about what I post, especially if it’s about my family and two children. I don’t share in real-time and I don’t divulge personal information.
Social media is curated content. Much more things happen behind the lens and no matter how sunny an account looks, I believe we all face our own set of challenges. Sometimes my posts are not-so-sunshine to add realness to social media, with the hope that anyone who reads it and who is going through something understands that he or she is not alone.
What’s the single most important thing we all should do on social media?
Show kindness to others and be less judgemental.
Are you a workaholic?
Yes I am, but it’s impossible not to be one when you work for yourself. The rise and fall of the brand depends on you and by extension, your mind always thinks about ways to improve it. That said, I think the phrase work-life balance needs a revision or a reinterpretation.
There is no 50/50 work-life balance at each point of time. Sometimes, work takes more time, sometimes family takes more time.
We’re human beings and it’s impossible to compartmentalise our needs according to designated time and space. Everything is interconnected and what matters is how we manage the flow.
Can women have it all?
If you talk about having a career and a family, yes, but only if you have a solid support system and your life conditions allow you to pursue it.
It doesn’t matter if you are a man or a woman, that support system – whether they are your spouse, colleagues, relatives or helpers – are the reason that you are able to go out there and pursue your ambition or your dream. You can’t achieve success alone so I think it’s very crucial to stay humble and grateful and to give back where you can.
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