Most often when people are asked to think of cities with fashion influence they come up with Paris, Milan, London and New York. Very few of them would think of adding Kuala Lumpur to that list.

Though the city has hardly made the mark that the hubs of haute couture have, it is hogging some of the spotlight now, in the form of the Utusan KL Fashion Week, organized by Utusan Melayu (Malaysia) Berhad and Tourism Malaysia.

With a theme of "Rhythm of Colours," at this year's event, which ran from July 24 to 31, over 2,000 outfits created by 60 local designers were paraded down the catwalk.

"The event shows a vibrant range of energetic colours to represent the many shades and facets of Malaysian fashion and creativity," said Encik Mohd Nasir Ali, group executive director of Utusan Melayu (Malaysia) Berhad.

Many young and talented designers exhibited fascinating collections characterized by a blend of unique artistry, creative craftsmanship and a distinctive Malaysian touch.

One of the objectives, said the organizers of the fashion week, was to "provide a perfect platform for Malaysian designers to showcase their creations and ideas."

Playing on the "east is exotic" mentality, models at the fashion shows strutted down the catwalks in a variety of outfits, ranging from mini skirts in local prints to sarongs and conservative, but glamorous hijaab (Muslim clothing).

Malaysian touch

Traditional batik clothing made its way to the catwalk in fresh and contemporary styles during the event.

Batik, a method of dying fabric using wax to create patterns, has been practiced for centuries throughout Southeast Asia, particularly in Indonesia and Malaysia.

Early Malaysian batiks were copies of those from Indonesia, made with block printing and repetitive designs.

A growing number of local designers have begun tapping into the renewed interest in batik to create contemporary collections ranging from elegant evening dresses, sexy spaghetti-strapped blouses to exotic bikini tops.

Dea Noor, a designer who has incorporated batik into her creations for the past 18 years, presented her latest collection "Butterfly" at the show "Fashion Evolution" on the second day of the fashion week.

The prominent element in her collection was simplicity. She created timeless, practical clothing with a focus on the cut and construction of the batik silk. Her elegant and subtle design of a butterfly added a surprising touch to a fetching evening dress.

"We cannot compete with Paris, Tokyo or New York but our batik is what's going to put Malaysia on the international fashion radar," Noor told China Daily.

Having staged fashion shows worldwide, she believed Malaysian designers did not have to compromise their culture and traditions to compete internationally.

"Fashion, at the end of the day, is all about expressing yourself and where you come from," said Noor.

While staying true to their culture, they should also study the ins and outs of fashion in the West to carve a niche in the global market, Noor added.

As Islam is part of Malaysian culture, designers from boutiques Yasmin Sidek and Maya's also worked within the Muslim modes of dressing and showcased their new ideas for Muslim fashion at the show "An Evening with the Stars" during the fashion week.

Their motto was, "given the right fabric, colour and design, Muslim fashion can be trendy."

Similar to chic salwar kameezes (traditional Indian clothing), the outfits either glitzy bridal wear in chiffon or casual, comfortable, but snug attire in local cotton fabrics and textile prints all look refreshing and glamorous.

Since it was first launched in 1998, Utusan KL Fashion Week has become one of the major fashion events in the city, with an emphasis on home-grown products.

Due to its resounding success over the past eight years, the fashion week was adopted as the "anchor event" of the Malaysia Mega Sale Carnival, a six-week-long shopping festival running until September 4 in Kuala Lumpur.

Most of the fashion shows were held at major shopping complexes such as Suria KLCC, The Curve, Boulevard Plaza Low Yat and Berjaya Times Square, and were open to the general public.

Many designers agreed that these fashion showcases greatly helped promote local labels to both casual shoppers and fashion lovers from around the world.

In addition to fashion shows, the fashion week also featured a comprehensive line-up of programs, including fashion workshops, design competitions, exhibitions of college students' creations and entertainment performances.

Growing business

Kuala Lumpur launches three major fashion weeks including Utusan KL Fashion Week, Star KL Fashion Week and the Malaysia International Fashion Awards every year.

As the city is rising to become one of the most popular shopping destinations in Asia, the city's fashion industry is embracing increasing business opportunities.

"The influx of tourists does serve as a significant factor aiding the growth of the fashion industry," said Tourism Minister Leo Michael Toyad.

Last year, Malaysia hosted 15.7 million tourists compared to 10.6 million the year before, up 48.5 per cent, and the tourists in 2004 contributed RM29.7 billion (about US$8 billion) to the economy, according to Tourism Malaysia.

A recent survey by MasterCard International showed more than 85 per cent of foreign male tourists and 75 per cent of female tourists cited shopping as a reason for visiting Malaysia.

Statistics from the Tourism Ministry also show that fashion products like clothes and cosmetics are often top on tourists' shopping lists.

Shopping festivals like the Malaysia Mega Sale Carnival definitely offer a good platform to introduce local designers, models, make-up artists and hairstylists to the global market, said Glenn Chow, senior executive of Shopping Malaysia Secretariat, a subsidiary of Tourism Malaysia.

In the meantime, the influx of the internationally renowned labels to the Malaysian market has also encouraged local fashion retailers to sharpen their competitive edges.

Brands from Europe, Asia and the United States, ranging from designer labels like Armani to economy brands like Giordano, have all successfully exploited the comprehensive and diverse markets available in the city for all types of customers.

"Fashion does not take time to reach Kuala Lumpur, you see the season's fashions during the season, not later," said designer Dea Noor.

That's a favorable element that keeps Malaysian designers in pace with the global market, Noor added.

(China Daily August 6, 2005)