CREATIVE IDENTITY ON FULL DISPLAY

The Star

5 days ago

THE northern region's fashion calendar reached its pinnacle once again with the return of Kedah Fashion Week 2025 (KFW25), which unfolded from Aug 1 to 3 at Aman Central, Alor Setar.
This year's edition was more than a fashion show – it celebrated identity, creativity and cultural pride, marking the 10th anniversary of Aman Central, a landmark that has transformed Kedah's urban and cultural scene.
Creative spark
Since 2015, Aman Central has grown into Kedah's leading retail and lifestyle hub, championing local culture, emerging talent and Alor Setar's place in Malaysia's fashion scene.
Over the past decade, it became a driver of innovation and inclusivity, uniting global brands with local artisans.
KFW reflected this spirit – a cultural platform that uplifted northern Malaysia's creative identity.
This year's theme, Evolut10n, celebrated 10 years of style and impact.
KFW had evolved from a local showcase into a national and now international stage, drawing designers, artists, media and fashion enthusiasts from near and far, while nurturing the next generation of creative talent.
'KFW has grown into a space where fashion speaks of identity, ambition and community spirit,' said Aman Central marketing communications assistant general manager and KFW creator Ken Chin.
'Each year, we see young designers, models and creators stepping forward, growing in confidence and finding their voice.
'That is the heart of this platform. It connects the rich cultural roots of northern Malaysia with the future we are building – and it helps place this region on the creative map of the country.'
This year's edition of KFW was its most exciting yet, featuring 24 visionary couture designers and 11 emerging talents from Universiti Kuala Lumpur (UniKL).
Adding an international flair, Thai designer Patinya joined the lineup.
Returning KFW alumni such as Seth and Luna, Salleh Hamid, Hasfitri Yusof, Teddie Alrashed, Naemah Khuntum, Ikmal Mukmin, Wan and Mary, Fareez Axuan, YT Lim, Asyraf Arrif and Taufik Idros will present alongside Shanell Harun and rising stars like Isyraf Arysi, Hazizul Aziz, Helmi Hamdan, Ku Syafiq and Liren Ho.
The inclusion of Asian Designers Guild alumni – Yani Bakhtiar, Nancy, Casalwa, Nurul, Kalai and Gilbert – brought fresh energy, reflecting the dynamic growth of northern Malaysia's fashion and creative movement.
Retail renaissance
KFW continues to be a vital driver of Kedah's fashion ecosystem, contributing significantly to the state's economy and tourism.
Beyond the glamour of the runway, its influence extends to job creation, entrepreneurial growth and the expansion of lifestyle retail at Aman Central.
This year, Aman Central reaffirmed its role not just as host of Kedah's premier fashion event, but as a destination enriching the shopping experience for loyal patrons and new visitors alike.
By cultivating a vibrant retail environment and positioning itself as a fashion-forward hub, KFW has played a strategic role in attracting premium tenants and strengthening the mall's commercial appeal.
These developments have helped establish Aman Central as a key centre for cultural expression, business opportunity and style innovation in northern Malaysia.
For the first time, children's fashion took centre stage as Babyshop opened KFW25 with a charming showcase that combined comfort, playfulness and trend-forward style.
The event also welcomed the return of D'Yana and Elrah Exclusive, both offering fresh takes on Muslimah and men's fashion.
Tomei impressed with demi-fine jewellery for refined tastes, while HLA introduced sleek menswear with global influence.
Streetwear energy came from New Era and Eco Optic debuted a sustainable eyewear line, blending eco-conscious design with modern appeal.
Adding depth, fashion students from UniKL presented a culturally inspired collection that reimagined heritage through a youthful, contemporary lens.
Together, these showcases delivered a compelling experience that celebrated the fusion of culture, commerce and creativity – reaffirming KFW's place in Malaysia's evolving fashion narrative.
Inspiring journey
KFW25 remained as much about community and interaction as it was about couture – a platform where fashion was celebrated not only on the runway but also through shared moments with the audience.
The excitement was amplified by celebrity appearances and VIP guests who brought star power and charisma.
Among them were Nadeera, Hael Husaini, Amir Masdi and Mimifly, whose presence added glamour to the dazzling affair.
With its seamless blend of fashion, tradition and celebrity, KFW25 reaffirmed its place as more than a fashion show – it stood as a reflection of Kedah's evolving identity and growing national influence.
Chin said, 'We aimed for a bold and grand return this year, setting the stage for our fashion brand tenants while spotlighting a talented mix of both international and local designers.'
KFW25 was made possible through the support of key collaborators and partners, including Belleview Group, Watsons, Aurum Theatre, Lee Motors, Frazel Heritage Hotel, StarCity Hotel, Nitori, BabyShop, D'yana, Eco-Optic, Elrah Exclusive, HLA, New Era, Tomei, Being Juice, BT Haus Retreat, The Place Steak House, Clover Hair and Make-up, Zoomix, Visual Art Deco Sdn Bhd, Barbara Flower Shop, UniKL, Graphicpal, Zoomix Kids, Goodnite, Levi's, Swarovski, ecoBrown's, Grab and ODDO.
Their invaluable contributions continue to elevate KFW into a world-class celebration of fashion, creativity, culture and style.
To learn more, visit www.amancentral.com.my or follow Aman Central on social media.