New collections hit runway

The Spy x Family series offers comfortable garments inspired by the popular Japanese manga. — Photos: MUHAMAD SHAHRIL ROSLI/The Star

Store chain introduces apparel catering to various groups, ages

AEON Co (M) Bhd will for the first time be offering a range of comfortable clothing targeted at urban adventurers.

The range, called Stads, focuses on functionality and durability.

Aeon senior merchandising manager (Essential) Nicole Wong Mei Cheng said, “The Stads clothing is made from high-performance lightweight materials, with water resistant and wind protection properties.

“Most of the items can be compacted and folded into a small pouch.

“This range is all about catering to the urban outdoor lifestyle. We wish to meet the growing demand of young city dwellers who enjoy outdoor activities.”

The Lebaran Sedondon collection is ideal for families that favour matching traditional wear.

The Stads range is a collaboration with Indonesia’s outdoor living collective designers led by Miptah Alfarizhi.

It was presented alongside Aeon’s Lebaran festive wear collection during the February 2024 edition of Aeon Fashion Preview, which was held at the rooftop of Aeon Mall Taman Maluri in Kuala Lumpur.

“Our team has been working hard since June last year to ensure the Lebaran festive collection caters to customers of all ages and preferences, and is comfortable too,” said Aeon chief merchandise and marketing officer Low Ngai Yuen.

“We believe that fashion should be accessible to all, not only for the elite.

(From fourth left) Norhashila, Low and Aeon softline merchandising general manager Natsuko Morishige with some of the models dressed in Aeon’s Lebaran festive wear.

“We present that belief in our designs and collections, and we are happy customers support our efforts.”

She said the fashion collection for Hari Raya Aidilfitri showcases several themes.

“Kunjung Lebaran highlights traditional Malay clothes from different states in Malaysia,” said Low.

“Every state has its distinctive design, such as baju kedah from Kedah.

Models showcasing Aeon’s Lebaran festive wear on the catwalk.

“We follow the same cut, but focus on fabric and colour to make the clothes more accessible to customers.”

She said the Lebaran Sedondon collection is for those looking to bring families together by having matching traditional wear for adults and children.

Aeon fashion head Norhashila Abd Latih said the company was focusing on accessibility, by offering a “one-stop centre” to dress the entire family for Aidilfitri.

“The key elements are comfort and low maintenance.

“We provide attire that is made from wrinkle-free, lightweight materials, and is easy to maintain.”

Models parade in Stads urban outdoor wear.

Norhashila said there are also dedicated designs for women under the Puteri, Arcadia, Scar and PlusCollection ranges, while the Guys’ Vision collection offers individual men’s designs.

AFP also previewed a Spy x Family series showcasing bold and comfortable garments inspired by the popular Japanese manga and an Arcadia collection that redefines comfort with linen and cotton garments designed for everyday wear.

To mark Aeon’s 40th anniversary, the general merchandise store and supermarket chain operator said it will be introducing 100 influencers as Aeon’s “Real Beauty Ambassadors”.

They will review, recommend and highlight good fashion as well as beauty, skincare, hair care and wellness products.

Aeon’s Lebaran festive wear collection is available at its stores nationwide, while the Stads range will be available at selected stores from March 18.