THE Covid-19 pandemic has taken a huge toll on local fashion businesses. Last year, during the biggest fashion season of the year, Hari Raya Aidilfitri, fashion promotions were almost non-existent because of movement restrictions.
For Nurul Zulkifli, one-third of the force behind popular local brand Mimpikita, the challenges came even before the pandemic hit.
"In 2019, I seriously thought that it was the end of our brand. The economy was sluggish, people weren't buying as much and we made costly errors at our end," she says candidly.
A year earlier, in 2018, the brand that Nurul and her sisters Mira and Syera started celebrated its 10th anniversary.
Mimpikita had a strong fan base, made up of women who appreciate modest dressing and unique prints.
In the euphoria of the milestone, it rolled out many items and collections. Some worked, some didn't.
"We thought, wow, we're 10! Our customers would look forward to this and would want to get their hands on these items," Mira recalls. "But things didn't quite work out the way we had imagined."
READY TO CHANGE
The mistakes happened when the economy was already sluggish and every right move only helped to cover a wrong one. But they persevered.
"Even before Covid-19, we looked at 2020 as a year to reboot, to rethink and to not make room for mistakes," Nurul says.
"One of the things I learnt is to be grateful and to be okay with a smaller space or to stop doing something that doesn't work.
"A business isn't all about expansion. Sometimes, things shrink and we need to be okay with that."
Happily, things are looking up for these siblings, who are trained in architecture and design. Creative pursuits, they say, will forever be the primary focus in their business.
Late last year, Mimpikita inked a list of collaborations with Disney. The first was launched in February, a collection centred on Alice in Wonderland.
Given the brand's strength in exclusive prints, it gives the sisters a chance to convey Alice's dreams and fantasies on pastel prints, not just clothes.
The result is a line of printed tops in joyful patterns, reflecting a girl's fantasy.
"With Covid-19 and the bleakness of many things, it's just a wonderful collection that moves away from the mundane," Nurul says.
Mimpikita also collaborated with plus-sized women's clothing brand Mis Claire.
"We want to be inclusive. We want our clothes to be enjoyed by all women, so this is an important step for us," says Nurul.
Mira adds that Mimpikita has also expanded its size offerings to include XL. "It's the one size that sells out the fastest, so we know people want it."
"What we need to harness now is how to make clothes for larger women. It's not just about making existing clothes bigger. We want #Kitagirls to feel good and pretty in our clothes,"
WHAT RAYA BRINGS
This year, Mimpikita has come up with a strong and practical collection of Hari Raya for M.Kita, its diffusion line for everyday wear.
Each year, M.Kita's Raya clothes are rolled out a month before Mimpikita's and this year's collection is particularly striking.
The Lorra Long Kurung, for example, has clashing prints for the top and the sarong.
It's loose and front-buttoned, making it friendly for nursing mothers. The material is cotton blend to ensure comfort.
The Cassia Bias Kurung is asymmetrical and plays with pleats, with details on the cuff. Meanwhile, the Zaira Loose Kebaya in Empire-cut and cinched above the waist, is a playful adaptation of the traditional kebaya.
Recently, its second collaboration for Disney was launched, revolving around Princess Jasmine from Aladdin.
"For the first time, we have outfits for mothers and daughters. They are not completely similar but they match," Nurul says.
Aesthetically, the designs are based on Mediterranean and Indian motifs. The exclusive prints also feature the jasmine flower.
The sisters say they want to focus on design and prints, two things that customers love.
"We will give customers what they want and play around with what we do best," says Nurul.
Snatch modestwear at discounted prices by using Zalora Voucher.