HEADS turned, phones were out and cameras started clicking.
LRT passengers on the Kelana Jaya line were recently treated to a Muslimah fashion show, organised by HCM Biz Services, featuring up-and-coming fashion brands.
Nine models in colourful jubah, kaftan, office wear and sports wear walked the runway from the Kampung Baru station to the Gombak station, before a showcase at Masjid Jamek LRT station.
The show was accompanied by music performance by Tapah Buskers.
HCM Biz Services founder Hazlina Churai Mee said the event was to let the public join in the fashion show, which was normally held at exclusive locations attended by fashionistas and celebrities.
“The event will also help new designers introduce their brand to the market,” she said after the fashion show.
This was the first time the company had organised such an event, and Hazlina found many challenges she did not foresee.
“It was tough for the models to walk on a moving train, and it was also quite noisy, so I had to repeat what I said a few times, especially when explaining the pieces to the passengers,” she said.
She added that the company would organise the event again in June before Ramadan so that designers could showcase their Hari Raya Aidilfitri collection.
“I will take into account what we went through and make improvements before the next event,” she said.
Apart from HCM Biz Services brands ElleLena and Fioré, the fashion show also featured brands from Muslimah sportswear Raqtive, casual wear TiaLacrissa, Aireen_my and hijab brand Tudung Botol Bonda.
Raqtive founder Dr Nurul Shahnaz Ahmad Mahdzan said such events would help market her brand offline.
“My brand is actually quite well-known among national athletes, so I hope with this exposure, people would also be aware that there are hijab that’s suitable for active women,” she said.
Tudung Botol Bonda owner Noreny Rahmat said the fashion show in the train was a new attraction and was a medium to showcase her products.
“My target customers are those on the go and who use public transportation, so the fashion show was perfect to get up-close with my potential customers,” she said.
Her instant hijab are packaged in a water bottle, which she said was to encourage her customers to drink water.
“This is my debut collection, and I hope to come up with a new collection soon,” she said.