Malaysian fashion and beauty brands turn to local kuih for inspiration

Local label Wunderbath makes soaps in the shapes on local kuih. Photo: Wunderbath

Flora and fauna may provide endless print possibilities in fashion, but these days, the country’s rich culinary heritage is getting its own space on the design table.

Colourful and traditional delicacies are fast making their way onto prints and products that bridge fashion and beauty with the country’s vibrant food culture. From seri muka and tepung talam to kuih loyang and muruku, distinctive local food items are celebrated in visual and tactile ways.

As industries try to beat the post-Covid-19 business slump, players find new ways to attract customers and this time around, they play on childhood memories and nostalgia.

This shirt's pattern is derived from kuih simpul. Photo: Kapten Batik

Bingka KL co-founder Adrihana Rashid, 34, says the look and feel of prints featuring local kuih-muih or desserts give consumers a sense of attachment and childhood nostalgia not found with floral or plant motifs.

“Our culinary tradition is very rich; just look at our kuih-muih and you can see just how colourful and vibrant in texture the selections are. When you translate these into prints or embroideries, there is an instant emotional bond there,” she adds.

“It can remind you of anything from your grandmother’s cooking to your childhood days of eating sugar on the iced gems (the tiny, sugar-topped oval biscuit). These designs evoke memories and instantly warm hearts,” she says.

Read more: How designers like Malaysia's Melinda Looi are weaving heritage into fashion

The brand, known for its tea towels designed with local images, has just launched a collaboration with local modest label Lilit., with tops, skirts and cotton tote bags embroidered with local kuih including bahulu, bingka and the aforementioned iced gems biscuit.

Western desserts mostly look homogenous and there are not many varieties and colours to play with when it comes to design.

“But ours are completely different. Although some kuih like tepung talam and seri muka are rectangular, others like puteri ayu, kuih kapit and pulut inti are all aesthetically pleasing on print and as products,” she says.

Adrihana says the brand has worked on many kuih prints on its products, “but you know what, there are still so many more we haven’t done,”

Desserts on print

Bingka KL isn’t the only brand known for putting local food on its designs. Back in 2017, local lifestyle brand Duck released a collection called The Yummy Duck featuring scarves with designs inspired by seri muka, kuih lapis and kuih koci.

And as the fashion industry and technology grows, more brands have taken on more local offerings to translate them into wearable prints.

In July, Kapten Batik, famous for making batik prints cool and contemporary, unveiled Kueh, its collection of all-new batik prints derived from a host of a traditional Malaysian desserts. The shapes and motifs are hand-stamped on the fabric using copper tjanting block.

Co-founder Ekram Faiz says the Kapten Batik Kueh 23 collection draws its inspiration from Malaysia’s rich culinary heritage. “It celebrates the flavours and cultural significance of traditional Malaysian treats, and features exquisite motifs inspired by local kuih-muih,” he adds.

Another founder, Farhan Omar says Malaysia has gained global recognition for its culinary artistry, one that offers a rich tapestry of flavours and colours, and shaped by local traditions.

Bingka KL's interpretation of the pineapple tart, another local favourite. Photo: Bingka KL

“From bahulu to muruku, these unique food items offer alluring shapes and a kaleidoscope of colours, making them perfect to be translated into wearable designs. With different textures and layers, these bite-sized creations provides a base with infinite design possibilities,” he says.

Ekram says pattern interpretation is key – it’s not enough to just transplant the shape of a kuih on a piece of fabric. “We’re known for our contemporary designs which are subtle, but is infused with intricate details that weave a hidden story within each piece. And this collection achieves exactly that,” he adds.

Farhan says the brand’s clients have a deep liking for all things local, so this collection makes perfect sense. “It’s an ode to our vibrant local culture and flavours, and embraces our timeless culinary heritage, celebrating centuries of tradition,” he adds.

Read more:

Soap story

Beyond fashion, local label Wunderbath makes soaps in the shapes on local kuih. They include semperit, angku, bahulu and kuih lapis, among others (as seen on the cover).

Founder Evelyn Marieta says the kuih soaps showcase the brand’s pride and joy in being 100% Malaysian.

“Customers buy our soaps for emotional and sentimental reasons and we’ve got some die-hard fans who’ve created a full-blown collection of our soap wonders. It’s like a soap treasure trove!” she says.

The brand’s playful spin on local delicacies is “like a taste of Malaysia that you can enjoy even in the shower,” Marieta says.

She adds that some customers buy the soaps for gifting, especially for their friends and families who live in other countries.

“These kuih soaps are emblematic of Malaysia. Locals relate to them, foreigners find them unique,” she concludes.