Timeless and wearable: The enduring style of Malaysian fashion label Mimpikita

Nurul Zulkilfi (pictured here) and her sisters founded the brand in 2008. Photo: Mimpikita

In 2008, Nurul Zulkilfi and her two sisters, Amirah and Syahira, founded Mimpikita, a contemporary modest brand which features dreamy, elegant pieces.

The range of creations include ready-to-wear, bridal and bespoke collections as well as pieces for kids.

A new brand was introduced in 2023, Kita&Co, which features chic casual pieces with offerings for men.

For 17 years, the three sisters have worked to elevate the brand to what it is today — a known and respected name in the local fashion scene — committing themselves to the business amid personal milestones and additional roles as wives and mothers.

“We believe in a collaborative approach to brainstorming and developing our collections,” says Nurul, 43, the CEO and creative director.

The eldest of the three, her roles include working closely with the marketing, design and production teams to translate ideas into unique, wearable pieces that reflect the brand’s identity, in addition to spearheading their creative direction.

“Amirah (chief operations officer), known for her meticulous attention to detail, oversees operations to ensure that every garment and sale processes meet our quality standards. Syahira (chief finance officer) brings a grounded perspective, guiding us with her expertise in finance and strategic decision-making,” she says.

This year, the brand’s Raya 2025 collections, Mekar dan Kekal and Tenang celebrate heritage, resilience and the art of slow living, offering designs that blend tradition with modern elegance.

What inspired the latest collection, and how do you find fresh ideas after almost two decades in the industry?

This collection feels personal to me and the team – it reflects the phases we’ve all gone through, the challenges we’ve faced, and how we’ve persevered.

While the brand adapts to current trends, the designs remains rooted in the brand’s DNA – through their signature prints, silhouettes or overall style. Photo: Mimpikita

We were inspired by the Tiang Seri, the central column in traditional architecture that stands strong, holding everything together through time and storms.

It felt like a perfect symbol of resilience, just like how we stand through life’s ups and downs.

The prints draw from the beautiful details of old columns and arches, reimagined to tell a story of strength and growth.

Finding fresh inspiration after almost two decades comes from everywhere – researching trends, analysing past collections, listening to customer feedback, and gathering input from the team.

Travelling and experiencing different cultures also give me new perspectives. It’s about staying curious and open to stories that can be told through design.

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How has your design aesthetic evolved over the years, and has your creative vision shifted?

My design aesthetic has naturally evolved over the years, influenced by changing trends and insights gathered through data analytics.

While we adapt to what’s current, our creative vision remains rooted in our brand’s DNA – whether it’s through our signature prints, silhouettes or overall style.

It’s about finding that balance between staying relevant and staying true to who we are, ensuring every collection feels fresh but still distinctly ours.

How do you view the growth of emerging Malaysian brands, and what challenges or opportunities do homegrown designers face?

The local fashion industry has undergone remarkable growth and transformation since we first started.

When we launched our brand, we noticed a demand in local fashion, but the landscape was quite different. There was a limited awareness and appreciation for Malaysian designers and local brands, both domestically and internationally.

However, over the years, we’ve witnessed significant strides in several areas such as the power of digital marketing, social media presence, weekend pop-ups and online stores that have led to the growing demand to support local brands.

The challenge for us now is to keep up with the ever-changing fashion trends and meet customer satisfaction – we always need to be quicker on our feet compared to when we first started.

As a local brand, we’re proud to have contributed to this journey and are excited about the continued growth and potential for Malaysian fashion on both national and global stages.

In a constantly changing fashion landscape, how do you stay relevant while maintaining longevity?

Staying relevant means keeping up with more than just fashion trends – it’s also about understanding shifts in marketing, social media, and personal branding.

I believe in the power of having a positive, creative team that brings fresh ideas to the table.

Being open to new perspectives and continuously learning helps us adapt while staying true to our brand’s core values, ensuring both relevance and longevity.

How are Malaysian consumers responding to slow fashion and sustainability, and how can designers shift their mindset towards mindful consumption?

From my experience, Malaysian consumers are becoming more aware of slow fashion and sustainability, but it’s a gradual shift.

For me, it starts with analysing data to avoid overproduction and understanding consumer behavior – like their demographics and demand – before releasing a new collection.

It’s not just about creating new designs for the sake of it; it’s about offering pieces that are practical, timeless, and built to last for years.

Designers can embrace mindful consumption by focusing on quality, versatility, and creating with purpose.

Read more: How Malaysian designers are making their name beyond the country's borders

How do you think Gen-Z’s approach to occasion wear differs from older generations in terms of cost, sustainability, and trends?

Gen-Z approaches occasion wear with a focus on individuality, sustainability, and value.

Unlike older generations who leaned towards classic, long-term investments, Gen-Z is more experimental, mixing bold trends with personal style to create standout looks.

They’re cost-conscious but willing to invest in versatile, quality pieces that align with ethical and sustainable values.

Renting, thrifting, or supporting eco-conscious brands is common, reflecting their commitment to mindful consumption.

Social media also shapes their choices, with an emphasis on outfits that feel authentic and are visually striking, making dressing up less about tradition and more about self-expression.

Gen Zs have inspired us to develop Kita&Co which celebrates individuality and comfort through ready-to-wear styles for all genders.