KUALA LUMPUR, Nov 3 (Bernama) — Black hues, striking silhouettes and layered styling are the signature elements that local fashion label ABU has embraced to establish its distinctive identity in Malaysia’s fashion scene since its launch three years ago.
Its founder Abu Shaef Hamza, 32, said the bold and mysterious style showcased through the label reflects his personal taste, although it was not readily accepted by the public in the early days.
“People often wonder where they could wear clothes like these. However, this is something that needs to be explained repeatedly so that, over time, people come to understand the concept. Such perceptions arise because audiences see the complete looks on the runway, where the styling is deliberately exaggerated to make a statement.
“When viewed individually, the pieces showcased comprise tops, skirts and outerwear that can be worn as everyday clothing. The clothes we sell to customers, meanwhile, remain simple and easy to wear,” he told Bernama in a recent interview.
Despite the challenges of gaining public acceptance, Abu Shaef said black would remain ABU’s defining colour to help establish strong brand recognition before any gradual changes are introduced in line with current fashion trends.
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FASHION-BOLD 2 KUALA LUMPUR
Citing renowned fashion designer Datuk Radzuan Radziwill as one of his inspirations, Abu Shaef said the challenges of the fashion industry go beyond coming up with creative ideas as designers must also ensure that they and their brands can remain relevant and sustainable in the long run.
“It is not easy to establish yourself as an independent designer. No matter how many ideas we have or how much energy we put into it, nothing can be achieved without a strong team. To stay in this industry for the long term, we need to be patient, work hard and place our trust in God,” he said.
ABU’s collections have been showcased at several local fashion events, including Kuala Lumpur Fashion Week, the Islamic Fashion Festival and The Men’s Fashion Show.
These platforms have served as stepping stones for Abu Shaef to expand the brand into neighbouring markets such as Indonesia and Thailand before venturing into the international market.
“This brand is like a three-year-old child who is just learning to walk, talk and discover the world. It still has a long way to go. Now is the time to work hard. I feel as though I have just planted a tree and hope that one day I will be able to enjoy its fruits,” he said.
With 14 years of experience in the creative industry, Abu Shaef began his career as a production crew member for television dramas and films at the age of 18 before moving into wardrobe management, styling and eventually creative direction.
Having styled several well-known singers, including Aina Abdul, Datuk Ziana Zain, Aisha Retno and Mimi Fly, he said his work as a stylist and his role at the helm of ABU represent two distinct identities, despite sharing the same creative foundation.
“When styling celebrities, I have to build their identities. I cannot impose too much of my own identity on them. ABU, on the other hand, represents me, so through the label, I am free to create whatever I want and experiment with bolder ideas,” he said.
He also advised aspiring fashion designers not to give up easily, to remain focused on their goals and to use their strengths to bring value to others.
Abu Shaef is set to collaborate with fashion designer Ezuwan Ismail on a special collection for next year’s Hari Raya Aidilfitri, marking ABU’s first venture into larger-scale production after three years of maintaining limited-edition sales.
The collection will be available in various sizes and feature designs suitable for both men and women. It will be unveiled at the WarnaRaya X KLCC Runway 2027 show, scheduled to take place at the Kuala Lumpur Convention Centre from Jan 22 to 24, 2027.
— BERNAMA