RIZALMAN for Zalora may be launched as an exclusive Raya collection for the online fashion portal but the multi-talented designer wasn’t talking just about traditional wear but contemporary styles that can be worn for all occasions. This special collaboration was an opportunity for Rizalman to explore new and fresh ways to tweak the traditional mainstay of the two-piece baju kurung.
Echoing the timing of the launch, the designer said, “This is a Spring Summer 2014 collection for me. There are pieces that are suited for the workplace and there are some which are perfect for Raya or to easily go from day to night.”
His 40-plus interpretations presented at the Whitebox, Publika, early this month, encapsulated the designer’s penchant for injecting a modern twist to classic designs with interesting play of proportions to the traditional “pesak” for example, and introducing a bold colour palette of black, nude and blue as well as masterly form-fitting cuts that resonate with a quiet sensuality in the most feminine and elegant way.
“This is our second year working with Rizalman and we feel that the partnership is more complete this time around as we have Samsung on board. We expect to see great results with all three parties coming together,” said Giulio Xiloyannis, managing director of Zalora.
Inspired by Rizalman’s current muses who are successful and elegant women in their own fields from diverse backgrounds such as popular actress Scha Alyahya, supermodels Amber Chia and Azura, fashion entrepreneurs Yiu Lin and Natasha Hudson and singer Dayang Nurfaizah, the silhouettes from the Zalora collection are streamlined in form-fitting or boxy shapes from short to mid-length tunic tops and paired with matching skirts that cling close to the body and flare out at the bottom.
These muses, comprising seventeen young and older women, also modelled for Rizalman in a stunning print campaign to promote his Zalora collection while a dark yet beautiful video campaign, featuring two models, runs on digital media with support from Samsung.
The contemporary styling stays close to the new minimalism and embellishments trending now (often seen on Raya outfits) which are kept to a bare minimum, allowing Rizalman to focus instead on the use of exclusive and better quality fabric to add value to each design in his collection without escalating the prices of the outfits.
“I want to educate women to wear their traditional outfit differently and give them a chance to own a Rizalman design at affordable prices,” the designer added.
Textured jersey and stretch-lace as well as crepe silk or georgette silk are used generously to create easy-to-wear sophisticated pieces that include colour-blocked numbers in black and forest green, a caped version in vibrant blue and a luxurious sequinned long skirt to match a billowing top in black jersey. The designer also included lace into the collection, showing it on stretchable versions in green, blue and black, as well as a delightful oriental floral print on crepe silk.
Log on to www.zalora.com.my to view the Rizalman for Zalora collection.