Thread Talk is a series venturing into a designer’s inner workings and thoughts. Today, we have Nurul, Amirah, and Syahira Zulkifli, the sisters behind Mimpikita, a pioneering fashion brand that put Malaysia’s modern heritage wear on the map.
“One of the most unforgettable moments for us was our debut at London Fashion Week in 2015,” the Zulkifli sisters enthused. Hitting the ball out of the park, Mimpikita put forth modest wear that embodies the cultural nuances on a global stage. Amid the meteoric rise of modest fashion, however, the stigma attached to it remains. It has been the sisters’ dream to shatter the stereotypes and craft much-lauded garments that evolve beyond traditional boundaries.
“Mimpikita in Bahasa means ‘our dreams’,” they explained.
Built upon the principle of celebrating sisterhood, the local fashion brand has created a tight-knit bond within its team, with its local peers and also among the customers whom they affectionately name The Kita Girls. The familial connection comes to fruition when “sisters” are no longer just siblings by blood, but also friends by choice. In our past conversation, Amirah brought up that for many Malaysian brands, the supportive community is the spine that motivates the designers to strive even in dire straits. Fashion preferences might be subjective but the intention to embrace and express our cultural identity brings us together.
How would you describe Mimpikita?
Established in 2008, our brand was built on the foundation of creating timeless pieces that would reflect the everyday modern woman who values effortless designs that are chic yet modest. Our mission is to break down barriers and perceptions about the ideas of modest fashion by crafting relatable pieces that are versatile and stylish. In 2023, we introduced the Kita&Co to celebrate individuality through ready-to-wear styles for everyone regardless of gender.
Is fashion something the three of you have always wanted to do?
At first, we didn’t intend to pursue fashion, not even individually. We came from diverse educational backgrounds and had different personal aspirations. However, we noticed a gap in the market at that time for local fashion brands focusing on ready-to-wear. This realisation sparked our collective interest in starting a fashion business together.
As sisters, we deeply value the bond of sisterhood. We saw an opportunity to not only fill a market need but also build a brand that embodies our shared values and familial connection. This led to the birth of Mimpikita.
What is it like to work with your sisters?
Working together as sisters has its challenges, especially because we each have our distinct personalities and viewpoints. However, we see this diversity as a strength rather than a hurdle. The key to our work collaboration lies in our commitment to reaching a consensus. While we may have different points of view on different matters, we always prioritise finding common ground and making decisions that we all support wholeheartedly.
How do you delegate your tasks?
Nurul spearheads the creative direction, working closely with our marketing, design and production teams to translate ideas into unique, wearable pieces that reflect our brand’s identity. Amirah, known for her meticulous attention to detail, oversees operations to ensure that every garment and sale processes meet our quality standards. Syahirah brings a grounded perspective, guiding us with her expertise in finance and strategic decision-making.
Being around for more than a decade now, what do you think you would do differently if given an opportunity?
One of our early ideas was to create a concept store that would serve as a platform for multiple local brands. We envisioned a space where local communities and international customers could discover, shop, and support Malaysian fashion all under one roof. This concept aimed to foster collaboration among local designers and provide a curated destination for consumers interested in supporting the local fashion industry.
However, as we embarked on our journey, we decided collectively to concentrate our efforts on building a cohesive brand identity. If we were to revisit that initial concept, we’d explore ways to strengthen elements of community and collaboration in our current brand strategy. This could include partnerships with local artisans or limited-time collaborations with emerging designers, offering our platform to showcase their talents while enriching our brand’s offerings.
While our focus remains on the growth of Mimpikita as a brand, we are always open to exploring opportunities that align with our values of creativity, quality, and supporting the local fashion scene.
As a local brand, how far do you think the industry has come as compared to when you first started?
The local fashion industry has undergone remarkable growth and transformation since we first started. When we launched our brand, we noticed a demand locally, but the landscape was quite different. There was a limited awareness and appreciation for Malaysian designers and local brands, both domestically and internationally.
Over the years, we’ve witnessed significant strides in several areas such as the power of digital marketing, social media presence, weekend pop-ups and online stores that have led to the growing demand to support local brands. The challenge for us now is to keep up with the ever-changing fashion trends and meet customer satisfaction—we always need to be quicker on our feet compared to when we first started. As a local brand, however, we’re proud to have contributed to this journey and are excited about the potential for Malaysian fashion on both national and global stages.
Looking back, what is your biggest challenge?
One of our biggest challenges has been navigating the transition from a small, hands-on fashion startup brand to a more structured and scalable business. In the early stages, we were deeply involved in every aspect, from design to operations. While this allowed us to maintain quality, it also presented challenges as we sought to expand and grow.
One of the key hurdles we faced was establishing a robust management structure and delegating responsibilities effectively. As our team grew, we realised the importance of empowering our employees while maintaining the brand’s integrity and vision. It took time to find the right balance between hands-on involvement and trusting our team to take ownership of their roles.
Additionally, adapting to the rapidly changing dynamics of the fashion industry has been another significant challenge. Staying ahead of trends, meeting customer expectations, and managing inventory and production cycles effectively required constant vigilance and strategic planning. Balancing creativity with commercial viability has been an ongoing challenge that we’ve had to navigate carefully.
What is the most memorable moment(s) throughout the journey?
One of the most unforgettable moments for Mimpikita was our debut at London Fashion Week in 2015. It was a culmination of months of hard work and collaboration with our team, from conceptualising our collection to the exhilarating moment of presenting it on an international stage. The opportunity not only elevated our brand’s visibility but also garnered attention from international press and buyers, which was instrumental in expanding our presence globally. It was a proud moment for us as Malaysian designers to showcase our unique perspective on fashion to a global audience.
Another significant milestone was the launch of Kita&Co in 2023 during KL Fashion Week. This rebranding initiative was a strategic move for us, introducing menswear alongside our established womenswear lines for the first time. We kicked off the show with our muse, Nazreem Musa, a departure from our usual runway format. That created a buzz within the industry and among our customers. It was a bold step for us in reinforcing our commitment to inclusivity.
The most personal and impactful moment for us however was during the onset of the COVID-19 pandemic. Like many businesses, we were affected, but our thoughts immediately turned to those who were most vulnerable and in need within our community. Driven by a desire to make a meaningful difference, we launched the #MKCares campaign and distributed 800 care packages filled with essential supplies to individuals and families who were facing hardship during those uncertain times.
These moments have been pivotal in shaping our journey as a brand. They have not only propelled us forward in terms of brand recognition and market expansion but have also solidified our identity as a progressive and culturally resonant fashion label—and our commitment to continuously give back to our community.
What is something that you have always wanted to do with the brand, but currently lack the resources to do so?
We’ve always had a deep passion for expanding Mimpikita beyond fashion and into the food and beverage industry, particularly by opening our cafe. We share a love for cooking and hospitality, which we believe could translate seamlessly into creating a warm and inviting cafe experience for our customers and community.
We actually ventured into the F&B industry somewhere between 2015-2016—it’s still Amirah’s burning passion. However, given the dynamic nature of the fashion industry and our current focus on growth, the dream of owning a cafe is set aside temporarily. We recognise the significant resources and expertise required to successfully launch and manage an F&B venture, which is currently beyond our immediate reach. Nevertheless, we remain optimistic about the future and firmly believe that diversifying into the F&B sector could complement our brand’s spirit.
As you’ve gone through the ups and downs of the game, what’s one of the biggest mistakes you’ve made, and what have you gleaned from it?
One of the most significant lessons we’ve learned over the years at Mimpikita is the critical importance of effective people management and cultivating trust within our team. As sisters running our business together, we initially took on almost every aspect of the business ourselves, starting from scratch. While this hands-on approach was essential in the early stages, it became clear that to sustain and scale our business, we needed to empower and trust our team more effectively.
Learning to trust our team and delegate tasks has been transformative. It has fostered a more collaborative and supportive work environment, where each team member can contribute their expertise and creativity. Moreover, it has enabled us to leverage diverse perspectives and talents within our team, leading to more effective decision-making and overall business success.
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