The avant-garde style
Nasha Prive is a Sarawakian label that uses concepts and other elements from culture and the environment in a very innovative and artistic way. There are some looks that could seem very unusual or out of the ordinary, yet this is what makes them stand out.
Nasha Prive
Nasha Prive is one of the finalists in the Malaysia Fashion Creativity Award (MFCA) 2023, a competition in which participants must create new looks from thrift store or bundle.
“I am honoured to have been chosen for such a meaningful competition that is raising awareness of the impact of fashion on our planet by reducing waste that harms the environment,” said Nasarudin Latep, the creative director of the Sarawakian label.
Aside from environmental concerns, the fashion industry is deeply involved in labour, gender, and poverty issues.
His brand was the only one chosen from Sarawak after he passed the interviews during the selection process.
This 1st sustainable fashion competition, organised by MFCA, is for Fashion Micro-Small Medium Enterprise (FMSME), Fashion Social Enterprise (FSE), and Fashion Graduate (FG) — completion of a diploma or bachelor’s degree in fashion design.
The finalists all went through the Masterclass sessions and design challenge activities, which were guided by educators and industry experts from various backgrounds, in order to select participants to come up with final concepts.
“We develop our knowledge and skills in fashion design, business, and sustainability. The finale will take place on June 20 at the Godown Art Centre in Kuala Lumpur. A total of 13 finalists will showcase their collections in categories such as ‘Ethnic’, ‘Streetwear’, ‘Cruise’, and ‘Bridal’,” said Nasarudin, who is from Kuching.
His experience as a costume designer for theatres, TV shows, music videos, showgirls, and performing artists inspired him to establish his own fashion label.
Humbly, he does not wish to take credit for himself, but rather for his artisanal team of primarily B40 people that work in his Nasha Prive label. There is a pattern maker, two tailors, two artisans, an embroiderer, and one person in charge of marketing and branding.
Nasarudin worked as a retail officer for a company that dealt with various kids and baby brands before becoming a fashion designer.
His job included handling displays as well as stocks and sales. This experience has aided him in effectively managing his fashion business.
Based on what has been seen at Nasha Prive fashion shows, it is clear that his label is avant-garde, employing motifs and other elements from his culture and environment in a very innovative and artistic manner.
Some looks may appear very unusual and may go overboard with motifs, but this sets them apart from the ordinary.
“Some of our creations are inspired by iconic images such as the Orang Ulu musical instrument sape, the flora and fauna of our beautiful rainforest, and even tales of the ‘bujang senang’, a crocodile found in the Batang Lupar River in Sri Aman, Sarawak,” said the fashion designer who believes in creating a signature so that people can easily recognise your brand.
His streetwear is quite avant-garde, with his sporty wear showcasing Borneo ethnic designs. Many of his crafted bags, shoes, and accessories are one-of-a-kind, such as the sape shaped handbag and other artistic shapes.
While Nasha Prive RTW focuses on streetwear, swimwear and sportswear, a new line has emerged. Nasha Prive Home Edition now produces household items such as bedding sets, blankets, comforters, curtains, table cloths, table runners, and others.
If you want to create a strong first impression when entering a ballroom, consider wearing a Nasha Prive customised evening gown.
Nasha Prive decided to support sustainable fashion in 2019, thus the main aesthetic is deconstruction, reuse, reinvented new forms, shapes, and art made from recycled materials. Do check out the photos of his first sustainable fashion collection, which tells the tale of Kuching as an old merchant port.
As Gawai is just around the corner, the label has come up with an Ayam Sabung theme featuring a cockerel in bright colours. The base colour is cream, with the cockerel in red, yellow, and black.
