Two long-time friends begin a fashion venture with a Cambodian twist, writes Aznim Ruhana Md Yusup
PUBLICIST Selina Yeop Jr.’s friendship with singer Ning Baizura started about 20 years ago when the latter was just starting her career. While they never shared a professional relationship, their personal connection blossomed.
Now they’ve become business partners with the opening of The Conversation Studio in Medan Damansara, Kuala Lumpur. Located in a converted two-storey terrace house, it’s part interior design studio and fashion boutique, and is open to customers only by appointment.
“The Conversation Studio is a partnership between two entities,” says Selina. “Ning and I manage the fashion side while another couple handle the interior decorating.”
The space is designed like an upscale home and has several living rooms to help customers visualise what the furniture and soft furnishings would look like in their own house. Upstairs, the bedrooms have the feel of walk-in closets, with racks showcasing clothes from Romyda_KL.
INSPIRED CHOICE
“Romyda_KL is a label of which both Ning and I are creative directors,” says Selina. “We have a designer, Romyda Keth, who’s a top designer in Cambodia; I’ve been wearing her clothes for a long time.”
Romyda, who studied in Paris, has her own eponymous label and a boutique called Ambre in Phnom Penh. While Romyda_KL opened in May this year, Romyda Keth was launched in 1994 and is noted in Lonely Planet for its stunning silk collections.
“The clothes for Romyda Keth and Romyda_KL are more or less the same. It’s just that we select pieces and designs that are more appropriate for our Malaysian clientele. Our society prefers a bit more modesty and I am in cognisance of that,” says Selina.
“The DNA of Romyda is femininity. Whether or not it’s modest, she brings out the most feminine aspect of any woman. When you wear it you somehow feel very womanly.”
According to Selina, Malaysians love Romyda’s contemporary Oriental designs. Her modernised cheongsams, made of lightweight fabric, are meant to be worn year-round. Another example is Ning’s dress with its kimono-inspired design matched with floral embroidery on the skirt section.
“Our clothes accentuate the body,” says Ning. “It hides what you want to hide without having to force yourself into too many restrictive shapewear.”
With prices from RM1,500, Romyda_KL’s pieces are not for the mass market. But then, they are not mass-produced. Each piece is sewn by experienced tailors, and includes details such as laser-cut lace, painted on patterns or embroidery.
One of the most distinctive designs is geometric patterns made of overlapping thin strips of fabric. Each strip or panel is hand sewn, resulting in a tactile yet finely constructed garment.
More than what’s on the outside, Selina and Ning simply adore the way the garments are put together. “Her designs are very flattering to any silhouette. When you put it on, you’ll understand what is meant by cut,” says Selina.
STARTING POINT
Romyda_KL marks the duo’s first real foray into fashion; a debut at the recently-concluded Kuala Lumpur Fashion Week 2016.
Ning had done design collaborations before, and that gave her the courage to approach Selina about starting a label.
Selina says: “When Ning said she wanted to do something in fashion, I immediately suggested Romyda. So we went to Cambodia to see her because it’s important for my partner to have a feel for the label and appreciation of her designs.
“As someone who travels a lot, Romyda is by far something very unique and identifiable. Once you start wearing it, you can spot someone a mile away wearing Romyda.”
Ning interjects: “Even my husband could tell! At a Hari Raya open house, he told me, ‘I saw someone wearing your outfit’.”
“That, to me, is the mark of a great designer,” says Selina, “because you’re able to establish the parameters of your look. If it’s Tom Abang Saufi, you know her designs because of the pua prints. If it’s Roberto Cavalli, you can tell from the animal prints and how it’s a little bit outrageous. Farah Khan is a great designer and you can tell because of the beads.”
To keep things exclusive, Romyda_KL carries very limited sizes for each outfit. The personal shopping experience at The Conversation Studio also means the partners will very likely know who is wearing what to where; this will avoid two socialites accidentally turning up in the same outfit for the same event. Equally important is that the clothes don’t require dry-cleaning or ironing.
“Romyda was the brand for me to bring to Malaysia,” says Selina. “In some sense it gives me ownership of that exclusive look and feel. I want people to say she’s wearing Romyda.”
For appointments call 03-7118 3508 or contact through Facebook/Instagram at The Coversation Studio.