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Proving that there is no stopping fashion now that pandemic restrictions have eased, Aeon recently caused a buzz by unveiling its new offerings in a running train.
Guests were treated to an exciting runway show while taking a ride on an MRT.
The riotous display only served to highlight the versatility of Aeon’s collections – which the company says are something everyone needs to adjust to a changed lifestyle.
To make its offerings relevant, Aeon highlighted three trends: athleisure, vacation wear and bridalwear.
Read more: By upcycling airbags, a Japanese fashion designer practises conscious creativity
Innercasual, a new athleisure brand from Japan, was introduced at a community boutique gym in Petaling Jaya, Tribes Boxing Studio.
The comfortable designs are made from eco-friendly fabric with added technology to enhance functionality.
Produced using 100% organic cotton that is grown in fields with no use of pesticides or chemical fertilisers, Ic promises lightweight, free-flow, long and repeat wearability that is perfect to support agility and movements.
Each piece ensures sweat absorption and quick drying ability. Ic is also designed to be anti-odour, anti-bacterial and with UV-protection.
From a short boxing session, members of the media then made their way to Aeon Mall Taman Maluri in Kuala Lumpur by train.
Models walked the MRT carriages during the journey, showing off different versatile looks by in-house fashion brands.
Aeon believes these will be just perfect for those going on vacation, now that travel is once again on everybody’s minds. Shoppers can find everything for their needs in-store, from resortwear to comfortable streetwear and getaway clothes.
The Scar label, for example, showcased bright and bold tie-dye designs. Puteri highlighted modestwear combining elements of style and comfort.
While Arcadia drew attention with timeless creations with neutral, earthy tones and embroidery detailing, Ti:zed sent out knit essentials that are easy to throw into the overnight bag such as hoodies and pullovers.
To prove that fashion can indeed be inclusive, the “train show” also presented menswear, as well as essentials for mothers and plus-sized women.
M is a wrinkle-free, machine-knit range that uses lightweight fabric. It is also nursing-friendly.
Plus Collection is designed to suit voluptuous figures. Guys’ Vision has everything a stylish gent needs for his wardrobe.
After the fun train ride, it was then time for the bridalwear presentation.
After almost two years of cancelled weddings and nuptial banquets, finally, celebrations of happily-ever-after returns with vengeance.
For the first time, Aeon is presenting budget-friendly and size-inclusive bridal and bridesmaid collections.
These are said to be budget-friendly, making sure that everyone can look their best during such important occasions.
It does not stop there though. Fashion fans can expect a lot more from Aeon.
Collaborations with famed bespoke and made-to-measure designer, Zachrin Jaafar and Kay Ibrahim, as well as established bridal houses such as Ivory Romance, are also to be expected in stores come September.
“Fashion is about living it to the fullest and Aeon is all about making sure we are there, helping to create all the right moments,” said Aeon deputy managing director, Naoya Okada.
On the launch of Innercasual, he pointed out that the label will be perfect for Malaysians living an active lifestyle.
“Innercasual is all about being comfortable while opting to be versatile and flexible in our way of life. So the decision to ensure that the brand is brought to Malaysia is definitely a good fit with our lifestyle strategy.” he explained.
Read more: South-East Asian fabrics should be treasured, which include Malaysia’s tenun
Also present at the event was Aeon group chief merchandise and marketing officer Low Ngai Yuen.
“We are very keen to listen to our customers and audience. Thus we highlight the three trends,” she commented. “The collections are age-inclusive, size-inclusive and budget-inclusive, and definitely, they cover all kinds of aesthetics.”
Ngai added that Aeon pays close attention to the fashion industry and understands well how it plays a role in life.
“Fashion is not just clothes. Fashion is a lifestyle, fashion is the way we live,” she enthused.
Ngai also commented on how sustainability is a focus for Aeon fashion-wise.
The company’s efforts champion the United Nations Sustainable Development Goal 8 and 15, which focuses on promoting a peaceful and inclusive society for sustainability.
It entails providing access to justice for all, as well as building effective responsible and inclusive institutions at all levels, along with protecting, restoring and promoting sustainable use of terrestrial ecosystems.
Aeon is planning to hold three fashion showcases a year to keep up with the fast moving industry and changing needs of style consumers.
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