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Tuesday 19 March 2024

#ShopeeRaiLokal Introduces Raya Stail Kita For All Malaysians, Fashion Show Celebrates Kek Lapis, Burnt Orange, and Tarakucha Retro

#ShopeeRaiLokal Introduces Raya Stail Kita For All Malaysians, Fashion Show Celebrates Kek Lapis, Burnt Orange, and Tarakucha Retro

KUALA LUMPUR, 11 March 2024 – Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, on 5 March 2024, unveiled its #ShopeeRaiLokal Raya Stail Kita fashion show on Shopee Live to inspire Malaysians nationwide to dress well and buy local. Themed ‘Tarakucha Retro,’ Shopee collaborated with long-term sellers, celebrities, and influencers to style Malaysians for three 2024 trends this Raya: kek lapis, burnt orange, and nostalgia with a twist.

“This fashion show is a love letter to the golden days of P. Ramlee and Saloma,” said Shopee Head of Marketing Kenneth Soh. By design, fashion, and beauty on Shopee are deliberately wholesome and inclusive for all Malaysians who need to balik kampung, pay respects to their elders, and attend Raya celebrations all over the country with dignity. With Raya Stail Kita, Malaysians can now dress stylishly and support their local sellers.”

Raya Stail Kita's fashion show is # the third chapter in #ShopeeRaiLokal, an episodic content platform featuring local sellers who build communities*. Ten Shopee Muslimah fashion sellers, namely Ashikin Ahmad, Liyana Collection, Adnaa, Indah Pesona, Hernes, Inhanna, Zoe Arissa, Panda Eyes, Bayu Somerset, and Mikaseries by Zoey Rahman, and Habib Jewels joined forces in the spirit of gotong-royong to sponsor outfits and accessories to complete the looks. Sponsoring brands lending their generosity to the event included beauty and skincare names such as Y.O.U, SimplySiti, SilkyGirl, Papa Feel, Mikaseries, lemooc, Emina, Dazzle Me, barenbliss, Alha Alfa, and AISASEA.

The curation of the fashion runway looks aligned with the survey results from the Raya Stail Kita study** covering Malaysian shoppers on the platform. The survey revealed that over 9 in 10 surveyed are driven to shop by coordinating looks with their whole family this Raya. Five in ten embrace the layer cake Raya trend, four in ten buy retro outfits, and the remainder search for burnt orange.

Across the platform, Malaysians overwhelmingly prefer cotton (over 50%) as the fabric of choice, followed by silks (20%) and Songket (15%). A minority shop for brocade and organza. The top colors Malaysians are shopping for this Raya are neutral tones (50%), then flaming vibrant colors like reds, oranges, and gold yellow (30%), followed by solid dark greens and purples (20%).

A departure from run-of-the-mill fashion shows, Shopee’s runway slowed down the models’ catwalks to teach audiences nationwide how different garments could be styled from various brands for each look to coordinate with their whole families.

Body-positive model Hikma Al Hassan headlined Shopee’s inclusive and affordable looks that were curated based on how Malaysians are shopping for their Baju Raya online. With its first look, Kek Lapis, Shopee called for Malaysians to experiment with layering of unconventional colors, prints, and textures. As popularized by Intan Najuwa at her wedding recently, Shopee presented various ways to dress in Burnt Orange this season for men and women of various skin tones. The final look, Nostalgia Balik Kampung, encapsulated a rich tapestry of traditional and retro styles familiar to every Malaysian.

Kiffy Razak, Managing Editor of NONA, Hijabista, and Mingguan Wanita, gave her styling advice on how Malaysians could tap into popular trends and dress up these looks: “Incorporating a dash of kek lapis color blocking, lively yet chic orange or nostalgia in one’s ensemble while integrating a bit of glam and a classic touch to perfect the look will provide an excellent nod to Raya trends this year. More importantly, it’s about interpreting and styling it to reflect your best and true self and respecting values and cherished traditions you hold dear in celebration of Eid.”

Shopee is dedicated to offering the whole family a diverse and wholesome range of fashion choices. Dato’ Jovian Mandagie, a Fashion Designer who also has Shopee Celebrity Squad store on Shopee, echoes this sentiment with his expert take: “Aidilfitri is a celebration of love and victory over Ramadan, whether you're at a kampung house or a city ballroom. Dress comfortably with modesty in mind. Avoid overdressing, which will make you look like a Christmas tree. When choosing baju Raya, prioritize comfort, and only follow trends if they suit your personality.”

Fellow Shopee Celebrity Squad member Zoey Rahman, a Malaysian Actor and Founder of Mikaseries, gave his take on how to do Raya 2024: “I prefer classic Baju Melayu featuring a cekak musang collar and concealed buttons. I will style with instant sampin that can be ready within 2 minutes to complete the look. I like this outfit idea because it is classic and suitable for Raya morning.”

* #ShopeeRaiLokal: Previously, Shopee launched a 100-page guide to top Malaysian sellers in every state, Unveiling Hidden Gems, and filmed a documentary, Breaking Barriers Online

** The Raya Stail Kita survey was conducted on Shopee's marketplace app in February 2024 with 1,040 respondents across Malaysia.

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