What began as a small batikwear shop in Kuala Terengganu has grown into a thriving atelier offering contemporary bridal dresses and couture.
Yuleza has retained the familial spirit of its early days since moving to Kuala Lumpur though.
Now run by siblings Tan You Sheng and Lizalina Chew, or You Sheng and Lina – as they are commonly known in the industry – the label reflects both their heritage and shared vision.
“She’s always behind me,” quips You Sheng, 33, during the photoshoot when asked where he prefers to stand for a cover picture.
The remark captures their dynamics perfectly, with Lina, 49, naturally providing support as the elder sister and guiding presence.
She handles the operations, while You Sheng drives the creative vision.
It seems like the perfect balance behind their success.
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Their contemporary designs are making a splash in Malaysia. Last year, the label wowed crowds at Mercedes-Benz Fashion Week Kuala Lumpur.
The name Yuleza – a phonetic combination of their names – was chosen by their late mother when she started the business over 30 years ago.
Today, the business endures as a legacy and the bond that continues to shape the label.
The original shop still stands (although shuttered), and its signboard remains visible to anyone driving past.
Yet You Sheng says there are no plans to move the business back there.
“There isn’t a lot of fashion happening in my hometown. What I knew of the industry came from watching my mum design and sell batikwear,” he recalls.
Their mother, who passed away four years ago, managed to see her business transition to the next generation.
“She had mixed feelings. On one hand, she was very protective of what she started, but on the other, she was happy to see her son take charge,” Lina remembers fondly.
The siblings owe everything to their mother’s past efforts – and her love is something they will never forget.
“Back then, she was still living in Kuala Terengganu. Every time she visited us here, she would come into our atelier and try on all the designs. She was like our number one fan,” You Sheng reminisces.
How did you grow the Yuleza brand into what it is today? What was the journey like?
You Sheng: I took up the business in 2016. My sister was the one who encouraged me to do it, though she only joined later. It’s been a learning experience for both of us since then.
We still believe in batik and are trying to preserve its use by incorporating the fabric into some of our designs.
You could say batik was where my interest first began. I used to watch my mother selling the dresses she designed in the shop, and that made me want to explore fashion.
For me, heritage in fashion is about opening up different ways to try new things.
From roots in batikwear to now contemporary designs, how do you broach the subject of modern fashion versus heritage wear?
Lina: Contemporary fashion has been strong over the past few years, but lately, I’ve noticed a growing interest in traditional designs.
I think the younger generation is becoming more aware of these treasures and are keen to incorporate them into their everyday wear. Of course, they like to put their own unique spin on it.
It seems that you focus more on bridal wear and high-glamour evening wear. How would you describe your aesthetic and the customers you design for?
You Sheng: The Yuleza woman is strong and unapologetic in how she dresses. She’s also not afraid to be bold and adventurous.
I’d say our aesthetic leans more toward subtlety than avant-garde, yet we put a lot of focus on details and embellishments that make each design feel special and unique.
Our pieces aren’t your everyday clothes – you won’t find them just anywhere.
It’s also how I like to dress myself. I always prefer something simple in silhouette, like a T-shirt and tailored pants, but with avant-garde touches in the details, like embroidery on a casual jacket or even a pop of colour with socks.
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You have also worked with celebrities like Datuk Seri Siti Nurhaliza and Ayda Jebat. How is that particular area of fashion design different?
You Sheng: Working with celebrities is a completely different experience compared to, say, designing a bridal gown for someone getting married.
Every little consideration matters – even the tiniest details you might never think about, like how the red carpet or stage lighting can change the look and feel of a dress.
It’s more complicated, but that challenge is part of the fun.
With a regular client, you might not even think about these things, but for celebrities, it can affect how they appear in photos – which is especially important now, with social media playing such a big role in showbiz.
Fashion often evokes dualities – for example, Gen Z style versus Millennial trends. Where do you see yourself on this spectrum, and how do you perceive the generational gap in fashion?
Lina: I’ve worked with clients from different generations, and the feedback I often get is that our clothes tend to appeal more to women who are a bit more mature and have reached a level of financial freedom.
But these days, I see younger people also appreciating quality clothing, and their purchasing power is growing.
The gap is closing fast, and there’s not much difference anymore in what one generation shops for compared to the other.
And no, it’s not impossible to design for both generations. It can be challenging, but it’s definitely doable.
Where do you see the Yuleza brand heading to next?
You Sheng: Yuleza will always keep its focus on bridalwear and couture. I don’t think we’ll ever branch out into ready-to-wear, but our designs might shift toward an easier-to-wear kind of glam.
Even with evening wear, you can create separates that can be mixed and matched for different occasions.
