Raising the stakes

The Malaysia International Fashion Week 2011 is set to take fashion up a notch.

IT IS time to raise the glamour stakes again. Yes, the Malaysia International Fashion Week (MIFW’11) is back – and it’s bigger than ever.

MIFW, hailed as one of the most prestigious fashion events in the region, is an ongoing effort by the Malaysian International Fashion Alliance (Mifa) to support the professional development of local couturiers and promote the Malaysian fashion industry in the global market.

This year’s instalment of the annual event – which started in 2003 – will be held at Zebra Square in Kuala Lumpur from Nov 21 to 27.

This year, London-based Singaporean designer Ashley Isham, known for combining big-time glamour with contemporary elements in his signature drape dresses, is among the 170 local and international designers who will be showcasing their collections at the event.

MIFW’11 boasts 26 fashion showcases altogether. Among them is the Asia Magic Gala, which will be held at 8pm on Nov 24. The showcase will feature some of the most celebrated designers in Asia. They include the much-revered Ashley, Malaysian Khoon Hooi, and world-famous actress-turned-designer Lee Sinje, who has taken girlish elegance to new heights with her latest collection, Cacac by Sinje. Emerging local labels KLutched and Gallo will also be unveiling their latest collections at the event.

The young and young-at-heart may be interested in a fun showcase titled Tribute To Mickey & Friends on Nov 26. At this event, MIFW pays tribute to Mickey Mouse, by featuring past MIFW participants and their personal ode to the classic Disney icon.

Meanwhile, notable bridal designers Eric Choong and Carven Ong will add a touch of luxe to the runway with their elaborate gowns. The Bridal Glitz showcase, to be held at 4.30pm on Nov 26, will also feature collections by Celest Thoi, designer labels Nthiran Couture and Allure Couture, and jewellery brand Suhara Jewel Art.

Co-hosts for this wedding extravaganza are Signature Weddings (renowned bridal magazine and online portal) and MyDentist (a celebrity dentist who is focused on providing “winning smiles” to customers, including potential brides-to-be).

Rising star

“Up-and-coming designer Silas Liew is especially one to look out for,” says Mifa chairman Heah Sieu Lay. Liew, who won Mifa’s Who’s Next Designer Search last year, will be premiering his men’s wear collection at MIFW’11 on Nov 24.

Heah explains that the annual search for budding designers around the country is part of Mifa’s efforts to encourage young talents to explore the fashion industry.

“It helps us discover young talents and to guide them towards a possible career in fashion. Participants also gain exposure in both local and international markets through the competition,” he elaborates.

“The winner of this year’s Designer Search will get the opportunity to participate in the Who’s Next? fashion trade fair in Paris, France in 2012.”

Heah reveals that Mifa has also been working with local fashion associations such as the Bumiputra Designers Association (BDA), Young Designers’ Arena (YODA) and Islamic Fashion Festival (IFF) on this year’s fashion week.

“The associations have invited designers from Indonesia and Vietnam and I’m excited to see how they will present their unique qualities in their creations,” he says.

To boost the international appeal of the local fashion industry, Mifa also introduced the Global Fashion Inspiration (GFI) programme this year. Heah says the programme aims to acquaint homegrown talents with the international fashion scene.

“We are sending local designers to participate in fashion weeks around the world. This year, under the GFI, the Farah Khan label has had the chance to showcase its designs at the Russia Fashion Week.”

Delectable dozen

Mifa also conceptualised The Twelve, a pop-up clothing store at Fahrenheit88 in Kuala Lumpur. Launched last April, The Twelve features a dozen of the nation’s most promising designer labels: Benson Chen, Radzuan Radziwill, Key Ng, Sasha Rowena, TAS Iman by Tom Abang Saufi, Shinju Pearls, JKhan, PU3, uREKA, BDA, YODA and Zero To Ten.

“The Twelve was formed to provide a platform for local designers to display and sell their creations, and will be available at the shopping mall till April next year,” Heah says.

“Apart from that, we have also invited foreign trade buyers to attend MIFW’11 to create more business opportunities for our designers. Some designers have actually been invited to fashion weeks overseas or sold their collections to stores all over the world as a result of these meetings.”

Heah shares his big plans for the local fashion scene. “Ultimately, our target is to propel the local fashion industry to the ranks of renowned fashion capitals such as Paris, Milan, New York, Tokyo and Hong Kong.

“We encourage our designers to come up with ready-to-wear pieces to increase the international marketability and appeal of their designs.”

That said, Heah admits the industry is not without its flaws. “Our fashion industry is still very young in comparison to our European counterparts. But we believe that continuous efforts and experience will transform the industry over time.

“Designers here are actually very creative and innovative but they need some guidance when it comes to marketing and selling their collections.”

Some of the challenges they face include engaging the proper channels to export their clothes, Heah opines.

“We are helping them overcome these challenges by introducing them to Mifa’s logistic partners. For example, Logwin Logistics is our official logistics partner this year and they’re coming up with a service that will help assist designers who want to export their collections.”

To learn more about Mifa and MIFW’11, log on to mifa.com.my. The Star is an official media partner.

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