29/03/2026

ON SUNDAY March 29, 2026 theSunday Special VII

W E now live in a world LQFUHDVLQJO\ GH¿QHG E\ IDVW IDVKLRQ DQG ÀHHWLQJ trends, prompting a quiet revolution to take root in the fashion scene, includ ing Malaysia. While shopping malls and online platforms continue to push mass-produced clothes, a JURZLQJ QXPEHU RI ORFDO SHUVRQ alities are championing sustain DELOLW\ WKURXJK IDVKLRQ FKRLFHV creative projects and community driven initiatives. Instagram, with LWV YLVXDO ¿UVW VWRU\WHOOLQJ KDV EHFRPH the platform of choice for sharing ideas, LQVSLULQJ QHZ KDELWV DQG UHGH¿QLQJ ZKDW LW PHDQV WR EH VW\OLVK S XVWDLQDEOH IDVKLRQ LV QR ORQJHU D QLFKH PRYHPHQW $FFRUGLQJ WR D VWXG\ E\ Rakuten Insight, nearly 47% of Malaysian FRQVXPHUV H[SUHVVHG FRQFHUQ DERXW WKH environmental impact of their clothing choices, while 31% said they actively seek alternatives, such as thrifting or re wearing garments, rather than constantly EX\LQJ QHZ 7KLV VKLIW UHIOHFWV JOREDO patterns, in which the fashion industry is recognised as one of the world’s largest SROOXWHUV UHVSRQVLEOH IRU RI JOREDO FDUERQ HPLVVLRQV DQG RI ZDVWHZDWHU according to the United Nations Environ ment Programme. I Q 0DOD\VLD WKH FRQYHUVDWLRQ LV EHLQJ VKDSHG E\ D QHZ ZDYH RI DGYRFDWHV 'H signers, stylists, models and storytellers ZKR EULQJ VXVWDLQDELOLW\ WR WKH IRUHIURQW of fashion discourse. Here are six local VXVWDLQDEOH IDVKLRQ LFRQV \RX VKRXOG follow on Instagram. Najah Onn (@cleonajah) Najah is an environmental engineer, VXVWDLQDELOLW\ FRQVXOWDQW IRXQGHU RI )DVKLQ¿GHOLW\ DQG &22 RI &HUDK 0DOD\ - sia. Her feed is a collection of fashion’s truths and darker realities, paired with deeper reflection. Beyond educational content, Najah highlights issues of waste, overconsumption and the importance of mindful dressing. She frequently shares tips on reusing existing pieces in new ways, proving that versatility is a hallmark of style. Her approach resonates not only with 0DOD\VLDQV EXW DOVR ZLWK DXGLHQFHV VHHN ing transparency in what they wear, without constantly chasing trends.

FKDPSLRQ +HU ,QVWDJUDP GRXEOHV DV D personal journal and educational plat form, covering waste reduction, mindful OLYLQJ DQG VXVWDLQDEOH IDVKLRQ In Malaysia, where the average SHUVRQ GLVFDUGV DERXW NJ RI WH[WLOHV DQQXDOO\ 0HOLVVD¶V PHVVDJH RI EX\ - ing less and caring more carries particular weight. Andrea Kee (@andreakee) Andrea Kee is a fashion stylist whose ZRUN EOXUV WKH OLQH EHWZHHQ DUW DQG clothing. Her Instagram showcases experimental silhouettes and swap ini tiatives that challenge mass production. By encouraging audiences to view gar PHQWV DV LQYHVWPHQW SLHFHV VKH R̆ HUV DQ alternative to throwaway culture. Why these voices matter 7 hese six personalities come from dif IHUHQW EDFNJURXQGV EXW VKDUH D FRPPRQ JRDO 7R PDNH IDVKLRQ PRUH PHDQLQJIXO DQG UHVSRQVLEOH $ UHSRUW E\ WKH 0DOD\VLDQ *UHHQ 7HFKQRORJ\ DQG &OL PDWH &KDQJH &RUSRUDWLRQ KLJKOLJKWHG the fashion industry’s significant FRQWULEXWLRQ WR WH[WLOH ZDVWH LQ ODQG¿OOV DQ LVVXH DPSOL¿HG E\ H FRPPHUFH A JDLQVW WKLV EDFNGURS WKHVH DGYRFDWHV provide alternatives that spark dialogue DQG UHVKDSH FRQVXPHU EHKDYLRXU The rise of sustainable fashion in Malaysia While still in its early stages of develop PHQW VXVWDLQDEOH IDVKLRQ LV JDLQLQJ PRPHQWXP 7KULIW VKRSV DQG SUH ORYHG PDUNHWSODFHV KDYH VXUJHG ZLWK &DURXVHOO reporting a 60% increase in second-hand IDVKLRQ OLVWLQJV LQ &ORWKLQJ VZDSV DQG XSF\FOLQJ ZRUNVKRSV DUH DOVR EHFRP ing more common in cities such as Kuala Lumpur and Penang. A movement worth following S XVWDLQDEOH IDVKLRQ LV QRW D IDG EXW D response to environmental realities. By supporting local voices online, Malaysians FDQ OHDUQ SUDFWLFDO KDELWV DQG HQJDJH ZLWK FRPPXQLWLHV WKDW YDOXH ERWK DHVWKHWLFV and ethics. Every choice, whether to repair, reuse RU EX\ WKRXJKWIXOO\ KDV DQ LPSDFW 7KHVH VL[ LQGLYLGXDOV VKRZ WKDW VXVWDLQDELOLW\ LV QRW DERXW VDFUL¿FH EXW DERXW UHLPDJLQLQJ fashion in ways that are personal, cultural and creative.

# ITQYKPI ITQWR QH /CNC[UKCPU KU TGFGƓPKPI YJCV KV OGCPU VQ FTGUU YKVJ RWTRQUG Local icons shaping fashion’s future

BY DAYANA SOBRI

Joanne Nathaniel of Stories We Wear (@stories.we.wear) S WRULHV :H :HDU E\ -RDQQH D VXVWDLQDELO ity storyteller, speaker, workshop trainer and textile art teacher, is a community driven initiative dedicated to uncover LQJ WKH KLGGHQ VWRULHV EHKLQG FORWKLQJ &XUDWHG RQ ,QVWDJUDP WKH SODWIRUP GRFX ments garments passed down through generations or collected during travels, transforming fashion into a repository of memory rather than consumption. 7 he project draws from Malaysia’s multicultural heritage and challenges GLVSRVDELOLW\ E\ HQFRXUDJLQJ UHSDLU UH purposing and the appreciation of what already exists. Seri Mizani (@serimizani) S XVWDLQDEOH IDVKLRQ DGYRFDWH DQG PRGHO 6HUL EULQJV DQ HGLWRULDO OHQV WR VXVWDLQ DELOLW\ +HU ,QVWDJUDP SUHVHQFH IHDWXUHV nature-driven visuals, innovative styling and thoughtful reflections on fashion DQG OLIH 7KURXJK XSF\FOHG ORRNV DQG FROODERUDWLRQV ZLWK HWKLFDO GHVLJQHUV Seri promotes a slower, more intentional approach to dressing. F RU KHU VXVWDLQDELOLW\ H[WHQGV EH yond environmental impact to include inclusivity and representation in fashion narratives. Seam.Eera (@seam.eera) S HDP (HUD LV D VORZ IDVKLRQ ODEHO UXQ E\ 6DPHHUD D GHVLJQHU ZKR KDQGFUDIWV garments with longevity and timelessness in mind. Her Instagram feed offers a EHKLQG WKH VFHQHV ORRN DW FXWWLQJ VHZLQJ DQG UH¿QLQJ UHF\FOHG PDWHULDOV WR FUHDWH

SLHFHV WKDW ODVW EH\RQG VHDVRQDO WUHQGV At a time when clothing is often treated DV GLVSRVDEOH 6HDP (HUD KLJKOLJKWV WKH value of investing in fewer, higher-quality items. According to McKinsey’s State of Fashion 2024 UHSRUW WZR WKLUGV RI JOREDO FRQVXPHUV FRQVLGHU VXVWDLQDELOLW\ ZKHQ shopping, even as price remains a deciding factor. Melissa Tan (@heymelissatan) Melissa is one of Malaysia’s most recogni VDEOH VXVWDLQDELOLW\ DGYRFDWHV $ FOLPDWH action advocate, environmental speaker DQG (DUWK'D\ RUJ DPEDVVDGRU VKH KDV HVWDEOLVKHG KHUVHOI DV D ]HUR ZDVWH OLIHVW\OH

Joanne Nathaniel

A new wave of Malaysian designers, stylists and storytellers are bringing sustainability to the forefront of fashion discourse.