Glamour aside, fashion weeks spotlight local talent and boost industry growth

The Star

a day ago

In today's day and age, fashion is no longer just about form and function, designs or trends – it is an experience filled with storytelling that drives commercial success.
This can be seen at runway events like Kuala Lumpur Fashion Week (KLFW), where fashion's role in shaping commerce, culture and community takes centre stage.
Now in its 13th edition, KLFW continues to solidify its status as the country's premiere fashion launchpad.
This year's edition saw over 55 designers take the stage – from rookies to veterans – putting the spotlight on homegrown talent.
The show space at the Esplanade, KLCC Park, located right in front of the iconic Petronas Twin Towers, provided the perfect backdrop for a week of fashion-forward programming.
Beyond acting as a showcase for designers to share their creativity, the event has become a statement about innovation and investment in the future of fashion.
Beyond the runway
Francis Tan notes that the vibrancy of shows like these influences foot traffic, tenant engagement, and overall sales for both designers and the mall itself. Photo: The Star/AZMAN GHANI KLFW 2025 marks a continued partnership between KLCC (Holdings) Sdn Bhd and Suria KLCC, one of the city's most iconic retail destinations.
The structure of KLFW includes a dedicated arrival hall, livestream screens for public viewing and a range of activation spaces which encourage public engagement.
Suria KLCC executive director and CEO Francis Tan notes that KLFW is not just about celebrating style, it's about nurturing local talent, strengthening the ecosystem and turning creativity into commercial success.
'As Malaysia's iconic experiential shopping destination, Suria KLCC is proud to continue its collaboration with KLFW, a platform that not only celebrates style but also drives Malaysian creativity onto the global stage,' he said in an interview after the 'Suria KLCC Presents Sofia Iman' runway show, which officially opened KLFW 2025.
Sofia Iman, known for merging cultural heritage with timeless design, made a stunning debut at KLFW 2025 with a collection that celebrated the rich legacy of Malaysian craftsmanship through a contemporary lens.
With the theme 'Heritage Reimagined, Style Redefined', the show saw eight well-known Malaysian designers – Ashley @ Kapas (seen on the cover), Uzair Shoid, Atelier Prive Melson, ABU, Tangoo Jimmy Lim, Fuza by Fuzana Mokhtaza and Jimmy Wong – interpreting the brand's vision.
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The designs paid tribute to the artisans behind the brand's exquisite songket pieces, the master weavers of Terengganu.
'This showcase is the culmination of years of dedication, creativity, and staying true to our cultural roots,' said Faralina Abdul Wahab, founder of Sofia Iman.
Tan gave insights on how style-centric events help drive not just awareness, but sales and commercial success in the long run.
'This is the platform for them to showcase their fashion, but after that we will be helping them, especially designers like Sofia Iman who are our tenants, with marketing support', he said.
'We will give them more exposure on social media and will be working with them for in-store events, helping them bring more traffic to the store and bring in more sales.'
He says that this kind of strategic backing reflects a growing awareness that fashion shows are just the beginning.
'They spark interest, yes – but what sustains a brand is what comes next: activations, collaborations, data-driven insights and community building.'
For Variante, KLFW has always been the most impactful and focused platform for designers and brands. Photo: Variante 'To build sales, you need a lot of other things to be put in place there: in store events, social media, getting influencers to work with you. There's a lot of work put into it.'
Tan also said the vibrancy of shows such as these do influence foot traffic, tenant engagement and overall sales for designers as well as the mall itself.
'Look at today, you can feel the vibrancy, you can feel the buzz, we can feel the traffic, you can see a lot of beautiful people coming to the mall so it definitely will help sales, not just on the day but it will build on as well.'
Balancing art and commerce
For designers, KLFW presents a dual opportunity – to push the boundaries of creative expression while also observing what resonates with the market.'
Leslie Variyan, the founder of Variante, a brand celebrating its 20th year, said that for his brand, KLFW has always been the most impactful and focused platform for designers and brands.
'It sets a clear direction and a high benchmark – not just for the industry, but for us as creatives to push our boundaries.
'Every year, it challenges us to do better, think bigger, and present our strongest work.'
Variyan says he uses KLFW as a springboard for brand visibility: 'It's where we connect with a wider audience, gain valuable exposure, and ultimately drive sales.'
Tangoo, founded by Moses Law and Eric Yeong, has participated in KLFW since its inception, and each year they aim to challenge and better themselves to fulfil audience expectations.
'For Tangoo, we feel that KL Fashion Week plays a vital role in elevating Malaysia's fashion and retail industry by providing a platform for local designers to showcase their creativity to a broader audience. KLFW is more than just a runway; it's a catalyst for retail innovation, exposure and cultural pride,' said Law.
Variyan believes that fashion events like KLFW exist, first and foremost, to support the industry.
'Their role is to provide a strong platform for designers to showcase their work, build awareness, and gain visibility. But it doesn't stop there, designers must also play their part.
'Beyond creating beautiful pieces, we have a responsibility to ensure our work is commercially viable – designs that resonate with the market and come at an attainable price point.'
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Building a legacy
Circuit regular Doubleback put on an impressive show. Photo: Instagram/Doubleback The combination of established names and fresh faces is one of the defining features of KLFW 2025.
As Malaysia positions itself as a regional hub for design and creativity, events like KLFW play an important role in shaping perception – both locally and internationally.
Alongside veteran returns from Hatta Dolmat, Ezzati Amira and Mimpikita, this
year also saw first-time appearances by rising stars
like Akmal Hakim, ShazNash, Ugly Pretty, Huntilanak and MOKJY, who joined circuit regulars like Outdwell and Doubleback.
The event also welcomed the debut of renowned couturier Radzuan Radziwill and bespoke artisan Teh Firdaus, with collections ranging from streetwear to bridal couture.
For the 'Design To Sustain' segment, three young talents – Raja Irfan, Mei Mei, and Salahuddinhilmi – earned their place on the KLFW stage after winning the KLFW Designer Search 2024.
The Tangoo duo sees the event as both a responsibility and an opportunity.
'Our collections – like the previous Exotic Eclecticism and present Venus Ascendent – are deeply tied to heritage and global aesthetics,' says Yeong.
'In our opinion, fashion events have increasingly become cultural bridges, i.e. platforms where Malaysian designers can present their narratives to the world.
'They are strategic tools to elevate local creatives, strengthen the fashion ecosystem and project Malaysian designs onto a bigger stage,' he added.
Variyan echoes this sentiment.
'I truly hope that the role of fashion weeks is not limited to just showcasing, but continues to evolve – to provide guidance, create real opportunities and help designers build sustainable and thriving fashion businesses.'