At Emri Vision, a homegrown label launched in 2021, creative director and founder Emran Rijal is committed to creating unique and high-quality fashion that enable their wearers to express their personal style, without causing further damage to the environment.
From street style to bespoke formal wear, Emran designs for a wide range of clientele worldwide.
Baby boomers, millennials and Gen-Zs make up his customers, all who possess different fashion preferences and methods by which they consume information.
This makes marketing something of a challenge, and yet Emran has managed to sustain steady sales, producing limited pieces throughout the year.
With plans to branch out regionally, the wheels are already in motion to stock Emri Vision designs in multilabel stores in Bangkok and Jakarta by the end of this year.
How did you get started in the fashion industry?I began my fashion journey through a passion for creativity and self-expression. After experimenting with design during my early years, I found my calling in fashion, driven by the desire to bring unique ideas to life.
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Fashion is a form of self-expression; it’s the first impression people get when they look at your outfit.
I studied fashion design and during this time I was working part time with the Melium Group and also as a stylist.
As a sales associate I learned a lot about the retail realm of fashion, it’s important to know where to sell and how to sell, to understand customer behaviour, preferences and management in terms of retail.
As a Malaysian fashion designer, how does your cultural background and heritage influence your design aesthetic and choices?My Malaysian heritage deeply influences my design aesthetic, blending traditional elements with modern styles.
Silhouettes like my collar which really resembles the “teluk belanga” neckline as well as fabric-wise, the lightness of the fabrics, and overall blending my designs with traditional elements in suits and so on.
In today’s fast-paced fashion industry, how do you balance the demand for quick turnovers with your commitment to producing sustainable and authentic designs?
I navigate the fast-paced industry by prioritising sustainable practices, carefully selecting materials and processes that align with our commitment to authenticity. Sustainability is always at our core, and quality over quantity remains a key principle, allowing us to balance demand while staying true to our values.
Cost-wise that’s the main reason our prices are slightly higher than most of the local brands.
But we want to practice longevity in our products so we educate our consumers to invest in quality instead of quantity – for example, they buy one shirt that will last them longer than multiple shirts that will shrink, get damaged, then get thrown away and add to the landfills.
We urge our customers to get stitches fixed, if need be – those are the kinds of things we practise and we move at a slow pace because we want to keep it exclusive.
What inspires your creative process when designing a new collection, and how do you maintain originality in your work?
Inspiration often comes from everyday life, nature, and diverse cultures. To maintain originality, I focus on infusing my personal perspective and unique vision into each collection, ensuring a distinct and genuine representation of my creativity.
Street culture as well, I’m a skateboarder and I love to just skate and stroll around the city and people-watch.
I like to be involved in subversive culture, the underground culture in KL and also official events like Mercedes Benz Fashion Week and the corporate world.
Maintaining originality is also infused with personal perspective and our unique vision in each collection, having to ensure genuine representation of our creativity.
What role do social media and digital platforms play in shaping your brand’s image and reaching younger consumers?
I feel like you have to have both – traditional media and digital media.
Social media and digital platforms play a vital role in shaping our brand’s image, what you see online is also what you get physically.
We engage younger audiences by leveraging these platforms to share our story, behind-the-scenes glimpses, and connect with our community, fostering a genuine relationship with our audience.
To gain data and engage with clients and keep them updated, it’s always best to use digital media.
Traditional media like print is still relevant and will always stay relevant because when you search a brand online, print media always comes out first. It’s legit, it’s been established for many years, and you can’t go wrong with it.
Features in magazines and newspapers are always good, as some consumers don’t have social media, and they love to read and have that element of physically holding reading material in their hands.
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How do you ensure that your designs and brand messaging align with the values and authenticity your target audience seeks?
Authenticity is at the core of our brand. We ensure our designs and messaging align with our values by staying true to our vision and engaging with our audience transparently.
Authenticity isn’t just a buzzword, it’s the foundation of our brand’s identity that resonates with our target audience which are the Gen-Zs and Millenials.
Staying authentic doesn’t mean we can’t get inspired by other brands, it’s about the value that we carry, and it comes back to brand identity.
For example, when you think of Emri, you think of the colours, styles and shapes that make up the design aesthetic.
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