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Top Designer Opens in Langkawi
Fashion Week, expect the unexpected from fashion house Embun. The label is usually associated with elaborate designs and intricate detailing but when presenting their latest at the Secretaries Unplugged luncheon tomorrow, Embun will prove that they are fully capable of creating for young, trendy and bold. "I take the show as an opportunity to explore my creativity," says Embuns creator and designer Natrah Hisham.
When people look at Embun, they think contemporary traditional. So, what can we expect from this proponent of local culture It will be a surprise, says Natrah. The audience can expect something different. Suffice to say it is aimed at the younger customers who are a tad more adventurous. The concept, however, is not something that is entirely new for Natrah, Embun has already been designing trendier outfits for selected customers, although they are currently not being displayed on the racks. This year, however, the exclusive Embun hopes to widen its reach by introducing an additional line that will cater for the young and hip.
The line, called Embun Studio, will be an affordable range that will also include mens wear and beach wear as well. The introduction of the new line is just part of an ambitious jigsaw for Embun. After a highly successful 2003 and a thriving 2004 thus far, the company is ready to exploit its growing success. We are planning to go big this year, says Natrah enthusiastically.
Currently, Embun is housed at an exotic bungalow in Petaling Jaya; two weeks ago, Embun Langkawi opened its doors. Hence, the introduction of the new line but Embun Langkawi will be more than just a fashion house. It will also showcase furniture, a cafe fine dining as well as a spa basically all the things that Natrah enjoys.
Embun Studio came into the picture as well because it will be affordable, catering to the younger groups. The creation of the new collection also fits in with Embuns plans to open up several other outlets in the Klang Valley this year. But the plans arent aimed at just strengthening its presence locally as Natrah also plans to take her baby beyond these shores.
If things go according to plan, she says, Embun will be in London soon. But we are not running away from local culture, she stresses, which has been her trademark. Songket and batik can be used for contemporary designs, she says. And Natrah is certainly in a position to make such a declaration having just returned from Paris where she had a hugely successful showing during Paris Fashion Week. Her show at Pershing Hall, located along the stylish Champs Elysees, saw the Embun label going head to head with renowned names like Gigli and Armani.
Embun also showed at the Man Ray Restaurant owned by the likes of Johnny Depp, Sean Penn and John Malkovich. Her showing in France saw 65 pieces being showcased. The France trip was a very, very good one with lots of openings, she says. Nonetheless, Natrah decided that her boutique be opened in London instead. And whether it is items from the classic Embun line or the trendier Embun Studio line, Natrah says she will remain true to the Malaysian culture and tradition that has come to personify the label.
Based on the shows, Natrah can confidently attest to the fact that Malaysian culture does appeal to Europeans. At one of the shows, the audience came rushing to talk to us, says Natrah. I became teary-eyed because I was given this chance and I saw that our culture and tradition appeals to them. The shows in Paris were not just fashion shows to Natrah. She took the opportunity to showcase Malaysian culture as well. The models sashayed to traditional live music and were accompanied by dancers. Indeed, it is this need to preserve culture that took precedence when Natrah was planning to open its second boutique. The original plan was to open it in Putrajaya. But when she returned from Paris, Langkawi was suggested.
I had not been to Langkawi for nine years, says Natrah, but when I went to look at the location, I thought it was such a beautiful island. I thought it could be another Bali but at the same time I was quite worried. What I saw were artefacts from Bali, Thailand what happened to our own local products she asks passionately.
Artists will feel disappointed at this and I regard myself as being an artist. When I saw high-rise buildings coming up, I felt like screaming, stop it! Of course, there can be development but you dont have to destroy the culture and tradition. I want Langkawi to be really, really Langkawi.
Embun Langkawi is her way of contributing to the preservation of Langkawi. And it is perhaps this broader picture that has been guiding principle for Embun. The label, born in the wee hours of the morning as Natrah watched dew drops falling from the leaves, is her way of contributing to society.
A lot of people misinterpret it; they think Embun is only for the rich and famous, but it is not, she says. People want to look good, not for anybody else but for themselves and I will try to help in any way I can to create according to their budget. There are so many people who just come in and surrender everything to me. They have complete faith in me. What is the appeal then of this label, to which Natrah, who has had no formal training in fashion, replies in complete sincerity: Not sure, rezeki (blessing).
Langkawi 2004
