The Stylo KL Fashion Festival aims to entertain and introduce Malaysian
designers to the world. SYIDA LIZTA AMIRUL IHSAN writes.

Nancy (seated, fourth from left) and the event's partners, sponsors and fashion designers sport the 'okay' sign for Stylo at the Press conference.

BEFORE you ask just why Kuala Lumpur needs another fashion event, Datuk Nancy Yeoh, who helms the upcoming Stylo KL Fashion Festival from March 15 to 23, will tell you that this is no ordinary show.

There will be no traders, buyers or the latest collections paraded on the runways.

Instead, there will be entertainment, celebrities and the who's-who of the city’s social circuit having the time of their lives. Fashion is just another excuse to party.

Riding on the 8 On Ten programme in conjunction with the KL Grand Prix Formula 1’s 10th anniversary, Stylo hopes to bring the experience of the great fashion weeks in Milan, New York and Paris, into the heart of Kuala Lumpur.
“The big fashion weeks around the globe host their events in a giant marquee and we are bringing that experience and that excitement to the city,” she said.

Here’s how. A semi-permanent structure called the Fashion Cube will be built at the corner of Jalan Raja Chulan and Jalan Bukit Bintang, just near Couture Boulevard in Pavilion Kuala Lumpur.

It will come complete with a 12 metre-runway, LED screens and tiered seats for better viewing.

The cube can seat a maximum of 400 guests, for “people who make the effort and dress up to see the shows,” said Nancy. Outside, a Mercedes-Benz car will be on display.

Nancy was speaking at the Press conference and signing ceremony with event partners and sponsors at Pavilion Kuala Lumpur recently.

“This is not a fashion week,” Nancy was quick to point out. “It’s entertainment and drama. We will not pretend that it’s a trade show. It’s a platform for fashion designers to entertain. The fashions designers are artists, not just designers.”

Apart from celebrating fashion designers, Stylo celebrates others in the industry who are not usually given due recognition, like accessories designers, make-up artists and hairstylists.

The celebration will also open doors for local designers to be seen by the world. The Kuala Lumpur Tourism Action Council will fly 200 international press members to cover the nine-day event.

Versace will inaugurate the event with a pre-opening night show with their recent spring/summer 2008 collection which was shown in Milan. Shu Uemura and L’Oreal Professionner will collaborate with local designer Melinda Looi for Stylo’s opening.

London-based designer Ben de Lisi will be flown in to show his spring/summer 2008 collection together with shoe label Lewre.

Other Malaysian designers who will take centre stage during the festival are Datuk Tom Abang Saufi, Rizalman Ibrahim, Edric Ong, Khoon Hooi, Jendela Batik and Michael Ong.

Malaysian label BritishIndia will take to the catwalk, 15 years since its last showcase, with Indian models and yoga practitioners on the runway.

There will be a different theme every night, like Malaysiana Journey and Shanghai, for instance.

An after-party venue called the Red Box will be transformed accordingly every night, so guests can party the night away.

Awards will be given away, including the Designer of the Year award.

“But it’s not going to be given to the best designer. I mean, fashion is so subjective, how can we judge (who's the best)? We will give the award based on who we think offered great entertainment and excitement,” Nancy explained.

The whole event costs RM3 million, “the bulk of it going to the construction of the Fashion Cube,” Nancy said.

After the shows, she added, the structure will be torn down.

“What’s the difference between a RM20 dress and a RM20,000 couture gown? It’s the experience that matters. This is fashion in 3D, with surround sound, good views and entertaining to boot,” she said.

“Since the event will be held in conjunction with the KL Grand Prix Formula 1, we’ll open a world window and with the number of people flying in during that time, hopefully, our designers will be noticed by the world,” she said.