Kimberly Clark-owned brand Kotex has debut its batik collection at KL Fashion Week with models strutting down the runway wearing outfits bearing the same batik motifs from the product range. According to a press release, this is a first time a feminine care brand has been featured on the fashion runways of Malaysia.
Kotex partnered female artisans at Batik Boutique, a social enterprise focused on upskilling the bottom 40 segment, to create the modernised batik prints. They were later brought to life by Malaysian designer, Seza Zulkeple.
Frenissa Lagman, marketing manager at Kimberly-Clark said the partnerships are part of the brand’s #SHECAN Fund initiative in Malaysia and aim to provide another platform to support the proud Malaysian tradition of batik designing. “The artisans of Batik Boutique and Seza Zulkeple are shining examples of the Kotex #SHECAN spirit and an inspiration to girls everywhere that they too can achieve whatever they want,” she added.
These prints made its first appearance in Kotex’s limited-edition Batik packs launched in July this year. Available in-stores now, each pack comes with an exclusive batik clutch bag for customers. However, with KLFW, Lagman said the partnership with Batik Boutique has now taken on “a larger context”. It is a demonstration of the brand’s commitment to bring about societal change globally, help young women “challenge outdated perceptions”, and empower them to achieve more.
Explaining how the combination of colour-blocks and batik supporting each other mirror her vision of empowering women, Seza Zulkeple said: “It’s just like girls supporting girls! Girls need to dream bold and chase their dreams, but along the way we all need each other’s support in making our dreams come true.” She added that the collaboration also aligns to her liking to include “positive elements” into her designs.
Malaysia’s deputy minister of women, family and community development YB Hannah Yeoh was present at the event as a special guest, while artisans from Batik Boutique witnessed their handiwork being showcased. According to Batik Boutique founder Amy Blair, the event has enabled more people to appreciate the creativity of the women behind the exquisite batik prints.