Stories for young designers

  • Metro News
  • Saturday, 28 Sep 2019

Models wearing Choong’s collection at the fashion show to launch the Stories pop-up store in Avenue K.

AVENUE K shopping centre has launched a pop-up store in collaboration with Esmod Kuala Lumpur, featuring 11 of the latter’s designers and renown veteran fashion designer Eric Choong.

Esmod is a local fashion design school, under The One Academy, with affiliation to Esmod Paris fashion design school.

The pop-up store called Stories was launched by Avenue K general manager Phang Sze Sze.

Phang said Stories would be an ideal platform to highlight emerging talents in the Malaysian fashion industry.

“At Stories, the young fashion designers from Esmod are showcased alongside Choong’s batik-inspired apparel.

“Avenue K hopes to contribute to raising Malaysia’s competitive advantage by providing a fashion avenue for local talent to innovate and position the country as a thriving fashion capital, ” she said.

A chic attire suitable as officewear designed by Hooi.A chic attire suitable as officewear designed by Hooi.

“We envisioned this space to be a place where local talents can come tell their stories hence the name Stories.

“If you are a fashion designer, your designs celebrate the story of your life or an inspiration of a story that has happened in your life, ” Phang said.

She added that Stories was not just a place for fashion but also for food and beverage, with Midorie Cafe and Artigiano ice-cream kiosk located at the pop-up store.

The One Academy representative Loke Va Nee said, “We are very delighted to see Esmod’s graduates put pedal to the metal and actually feel what the industry is all about at Stories.

“Stories is a place where we really want to see local talents come together and have a platform to share, ” she said, adding that Malaysians can support these local talents by buying their apparel.

The launch was accompanied by a showcase of the selected designers’ work.

I thought it would be a great platform for my graduate students to present their own brands."I thought it would be a great platform for my graduate students to present their own brands." - Eric Choong

Models paraded 30 outfits from the young designers and six pieces from The Art of Eric Choong by Eric Choong collection.

The designers from Esmod were Tay Sin Yee, Shawn Er, Hooi Ho Mun, Scott Tian, Joanne See, Giovani Phandi, Liew Hui Ying, Will Lim and Au Ee (who started the brand Lazyheads together), Pong Zi-Qing and Liren Ho.

They are aged between 20 and 25.Choong, who is also Esmod’s fashion design programme leader, helped select the fashion designers whose work were showcased at Stories.

“Avenue K approached me about a collaboration for a pop-up store. I thought it would be a great platform for my graduate students to present their own brands.

“I interviewed the students I mentored and selected the individuals who were keen and ready to come up with their own brand, ” he said.

Regarding his own collection, Choong said he wanted to represent Malaysia and its culture.

“I have always used batik fabric in my designs.

An ensemble from Ho's brand, Liren.An ensemble from Ho's brand, Liren.

“It is a very vibrant and artistic fabric, and it represents Malaysia to the world, ” he said.

Newcomer Hooi, 21, said her brand Homun Hooi was inspired by her boyfriend.

“I love to wear my boyfriend’s shirts.

“It reminds me of the one I love, and it is comfortable to wear.

“Similarly, I want my collection to be comfortable and also remind the wearer to cherish those who love them, ” she explained.

One of Liew’s designs under her brand, LHY.One of Liew’s designs under her brand, LHY.

Tian, meanwhile, became interested in fashion design when he was 17 after watching a Lady Gaga music video.

“I was amazed by the clothes in the video and I researched the designer.

“From there, I started to like fashion designing, ” he said.

“My brand is called Scotty, as my friends call me Scotty so I want my customers to feel like they are my close friend, ” he added.

Tian said his debut collection at Stories was inspired by his tattoo.

The Stories pop-up store collaboration is at Lot M-1, Mezzanine Floor of Avenue K in Jalan Ampang, Kuala Lumpur, until February next year.

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