Long before her label became a name whispered in Dubai’s fashion circles and her pieces found their way into the wardrobes of the style-savvy, Shaleen Cheah’s relationship with fashion was deeply personal.
“My journey into the fashion world was completely unplanned. I’ve worn many hats but fashion was a love I never actively pursued until it became impossible to ignore,” says the Malaysian fashion designer.
A calling that grew stronger with time, the mother of three finally took the leap and launched her eponymous label in Dubai in 2018.
The journey that began with making her own clothes to creating custom pieces for close friends blossomed into a full-fledged brand, rooted in luxe resort and occasion wear.
It was encouragement from friends who believed in her vision and shared her work that opened the first doors.
“From there, strangers began to take notice, drawn in by the authenticity and passion woven into my designs,” says Cheah.
Rich with intention and emotional resonance, her designs began to speak for themselves.
Today, Cheah continues to create from a place of joy and self-expression.
“In hindsight, I realise this is what I was always meant to do,” she says.
“The joy I find in building my brand and creating designs is immeasurable, and I truly hope that passion shines through in my work. Fashion isn’t just a career for me, it’s a vibrant expression of who I am.”
As her brand continues to grow, Cheah expresses amazement at seeing it resonate with a wider audience, connecting with people who appreciate the love and dedication behind each piece.
“It’s a journey that fills me with gratitude, and I can’t wait to see where it leads next,” she says.
Read more: Malaysian fashion designer Fern Chua talks about her 10-year journey with batik
What are you up to nowadays in terms of your fashion line or otherwise?
Currently, I am deeply immersed in curating my latest summer collection, inspired by the tropical season of Asia. This collection embodies the vibrant colours, intricate patterns and rich textures that reflect the diverse landscapes and cultures of the region.
I am also exploring collaborations with local artisans to incorporate traditional crafts into modern designs, supporting both craftsmanship and sustainability.
Beyond my fashion line, I look forward to the upcoming summer holidays where I get to pause, reflect and reconnect with my family.
Balancing work with quality time with my favourite people is what makes the tough days worthwhile.
Tell us about your design process, aesthetic, and creative evolution.
Designing a collection is a multilayered process that begins with extensive research and mood-boarding.
I immerse myself in the chosen inspirations, exploring themes that resonate with the essence of slow fashion. Once I have a clear concept, I sketch and develop prototypes, focusing on the practicality and longevity of each piece.
My design aesthetic is characterised by timeless silhouettes, rich textures, and a harmonious colour palette that reflects the natural world.
Over the years, my creative vision has evolved to emphasise not only aesthetics but also the stories behind the materials and craftsmanship, ensuring that each piece is not just worn but cherished.
When it comes to describing my personal style, I embrace a philosophy that transcends fleeting trends.
I gravitate towards classic silhouettes, allowing them to serve as a timeless framework for the vibrant colours and playful prints I adore exploring.
My wardrobe is a celebration of femininity, designed to honour and highlight the beauty of the female silhouette.
I do not believe in sticking to one trend or style as fashion is a way to express yourself and shouldn’t be taken too seriously. Have some fun!
Ultimately, my style is a reflection of who I am — bold, joyful, and proudly feminine.
As a mother, what values and principles do you hope to pass down to your children?
I strive to instil values of creativity, resilience and mindfulness in my children.
I want them to appreciate the beauty of craftsmanship and understand the significance of ethical consumption. I emphasise the importance of making thoughtful choices, whether it’s in fashion or daily life.
I hope to encourage them to pursue their passions while being mindful of their impact on the world, always fostering a sense of responsibility and creativity.
How important is it for Malaysians to create their own homegrown labels?
It is incredibly important for Malaysians to establish their own homegrown labels.
Our rich cultural heritage and diverse influences provide a unique foundation for creativity and innovation in fashion.
By creating local brands, we can celebrate our identity, support local artisans, and contribute to the economy. For those starting out, my advice is to stay true to your vision, embrace authenticity, and focus on building a sustainable business model.
Collaboration with other local talents can also amplify your reach and impact.
Read more: 'Just do you': How Malaysian designer Bernard Chandran fashioned his success
What do today’s youth look for in fashion, and how is it different from past generations?
Today’s youth are increasingly discerning and value-driven in their fashion choices.
They prioritise sustainability, ethical production, and transparency from brands.
This generation is more informed and socially conscious than previous ones, often seeking to align their purchases with their values.
Unlike past generations, who may have placed a greater emphasis on brand prestige or trends, today’s youth are more inclined to support brands that resonate with their beliefs and contribute positively to society.
This shift signifies a hopeful evolution in the fashion industry towards more responsible practices.
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