Shopee’s 2024 Fashion Show, ‘Raya Stail Kita’, Celebrates Malaysia’s Golden Age of Culture

Shopee’s 2024 Fashion Show, ‘Raya Stail Kita’,

Celebrates Malaysia’s Golden Age of Culture

 

KUALA LUMPUR, 8 March 2024 – Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, on 5th 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 with style and support their local sellers.”

 

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 a variety of brands for each look to coordinate with their whole families.

 

Ten Shopee muslim fashion sellers, namely Asikin Ahmad, Liyana Collection, Adnaa, Indah Pesona, Hernes, Inhanna, Zoe Arissa, Panda Eyes, Bayu Somerset, and Mikaseries by Zoey Rahman. 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, Wardah, Papa Feel, Mikaseries, lemooc, Emina, Dazzle Me, barenbliss, Alha Alfa, and AISASEA.

 

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 unconventional layering of colors, prints, and textures. As popularized by Intan Najuwa at her wedding recently, Shopee then presented various ways to dress Burnt Orange this season for both 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 in a way that reflects your best and true self as well as respecting values and cherished traditions you hold dear in celebration of Eid.”

 

Shopee is dedicated to offering a diverse and wholesome range of fashion choices for the whole family. 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 that will lead you looking like a Christmas Tree. When choosing baju Raya, prioritize comfort, and only follow trends if they suit your personality.”

 

Fellow Shopee Celebrity Squad, Zoey Rahman, 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 suitable for Raya morning.”

 

Raya Stail Kita study* covering Malaysian shoppers on the platform 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 burnt orange. This fashion show is the third chapter in #ShopeeRaiLokal, an episodic content platform to feature local sellers who build communities**.

 

This Raya season, shop worry-free with Shopee as our new Change of Mind 15-Days Free Returns feature will make your shopping experience a pleasant and peaceful one. From 19 March 2024 onwards, you can return a product for a full refund, within 15-Day Shopee Guarantee period.

 

Visit Raya Stail Kita microsite at https://shopee.com.my/m/raya-stail-kita and the Ramadan Bersama Shopee campaign microsite at https://shopee.com.my/m/ramadan-sale#SLM1

 

Shopee Unveils 2024 Raya Fashion Trends Online

 

Shopee Unveils 2024 Raya Fashion Trends Online

Announces “#ShopeeRaiLokal Raya Stail Kita” on Shopee Live!

 

KUALA LUMPUR, 4 MARCH 2024 - Today, Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, unveiled Raya Stail Kita study of Malaysian shopping preferences online this Ramadan and Raya season. The survey of over 1,000 online shoppers conducted last month reveals a rich tapestry of influences, from modest wear to nostalgic traditions, guiding Malaysians’ personal fashion styles and beauty trends. Every year, the platform observes its peak e-commerce shopping and delivery periods for 52 days over Ramadan and Raya as Malaysians actively seek clothes and accessories to prepare for balik kampung.

 

 

 

The overwhelming majority of Malaysians, over 9 in 10 surveyed, are driven to shop foremost by coordinating looks with their whole family this Raya. Within this group, 50% want colour-coordinated outfits, 16% match in comfort and practicality for specific functions, 14% pick one fabric, brand, or theme to wear, and 12% pick a 2024 trend to follow. Only a minority, 8%, of shoppers do not consider what their families are wearing when they shop online.

 

In selecting the style of their Raya outfits, half of Malaysian shoppers express preference for statement-making layers of colours, patterns, and fabrics, such as eye-popping vibrant prints from Bayu Somerset, bright sampins from Zoey Rahman’s Mikawear,  and textured lace by Zoe Arissa. Four in ten preferred nostalgic and traditional styles such as checkered print sarongs from Asikin Ahmad and kaftan kurungs from Hernes.  Whereas 15% are searching for outfits in a particularly trending colour from sellers like Inhanna, Indah Persona, Panda Eyes, and Adnaa as they type ‘red brick,’ ‘brown orange’, or ‘bata merah,’ in their keywords on Shopee’s search bar.

 

When asked, “What motivates your Raya shopping choices on Shopee?”, half of survey respondents said that they select upcoming Raya outfits driven by religious and cultural traditions, referencing Shopee’s personalised fashion selections and keyword search recommendations to find modest wear outfits to add to cart. A third of respondents look for Shopee sellers’ wide range of baju kebaya, baju kurung, and baju melayu offerings in various fabrics and prints in order to celebrate their individuality and express their personal style. Two in ten pick modern outfits in line with latest trends.

 

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 colours Malaysians are shopping for this Raya are: neutral tones (50%), then flaming vibrant colours like reds, oranges and gold yellow (30%),  followed by solid dark greens and purples (20%).

 

In fact, the most popular baju according to Raya Stail Kita is cotton in neutral tones, with 3 in 10 buying this. The survey also reveals that 90% of Malaysians surveyed will wear their Baju Raya multiple times throughout the year, a sign that sustainable values have taken root even during the busiest e-commerce shopping period.

 

In addition to fashion, Malaysians are actively shopping for makeup and cosmetic skincare this Raya, from popular local brands such as Y.O.U, Wardah, Simply Siti, Silky Girl, Papa Feel, Mika Series, lemooc, Emina, Dazzle Me, Barrenbliss, alha alfa, and AISASEA  on Shopee. The majority of Raya Stail Kita survey respondents prioritise beauty and makeup product benefits (40%), followed by brand loyalty (30%), and trending skincare (20%).

 

When making decisions on beauty products, a significant 70% surveyed trust beauty influencers and expert recommendations, whereas 30% prefer to make independent choices. Shopee Live plays a big role in how Malaysians shop beauty, with 90% tuning into Shopee Live to watch featured products, and 4 in 10 of these live audience members specifically seeking skincare benefits and long-lasting makeup.

 

When asked what features of the Shopee platform enhanced their Raya shopping journeys the most, 60% of Malaysians surveyed are cashing in on exclusive discounts and promotions during #RayaBersamaShopee campaign. 30% choose to shop on Shopee for its wide variety of product selections and ease of finding the sellers’ products, while 10% trust in Shopee’s customer service, user-friendly interface, and Livestream capabilities.

 

In choosing sellers of choice to buy from, customer reviews play a crucial role, with 85% of respondents considering them important, particularly valuing verified Shopee purchases and Shopee's customer feedback.

In response to this,  and in line with Shopee’s mission to drive an inclusive marketplace, Shopee is proudly debuting #ShopeeRaiLokal Raya Stail Kita fashion show, which will be livestreamed on Shopee Mamak at 2:30pm on 5 March 2024 for all Malaysians. In collaboration with  muslim fashion brands, beauty sellers, Zoey Rahman, Dato’ Jovian Mandagie, and Habib Jewels, Shopee intends to dress Malaysians in a wholesome, inclusive way this Raya with dignity and affordably for every occasion. Malaysians will get to learn how to style themselves from Managing Editor of Nona, Hijabista, and Mingguan Wanita, Kiffy Razak, and be treated to a performance by Shopee's Ambassador, Malaysian singer and celebrity, Iman Troye. 

 

For more information, visit https://shopee.com.my/raya-stail-kita