Cheetah Malaysia recently unveiled its tennis-inspired Spring/Summer 2022 collection at MITEC in Kuala Lumpur. Showcasing adapted designs from the nineties, the show marked the debut of Dato’ Jovian Mandagie as Cheetah’s creative director.
To revamp the company’s current collection of apparel to meet the booming fast fashion industry, the collection also signals a new beginning in the brand’s design direction. This was Cheetah’s first fashion show since 1989, and it was one of Malaysia’s most-anticipated fashion showcases in recent years.
The show featured 70 models on the runway, and was inspired by the style and atmosphere of the Wimbledon Championships. Specially-curated by Dato’ Jovian, the collection demonstrates Cheetah’s continued interest in the urban market; and in continuing to cater to its existing and future market segments, while increasing its local and worldwide foothold in the fashion arena.
Dato’ Jovian reminisced about his favourite childhood experiences of donning Cheetah clothing for school activities, inspiring him to design this collection. “My first Cheetah collection is highly nostalgic; it dates back to when my mother purchased me my first Cheetah clothing for Physical Education (PE) classes 28 years ago. It was great to be wearing branded clothing for the first time, and I remember being happy to be wearing Cheetah at the time.”
“Being allowed to design the entire collection with Cheetah is an incredible honour. We put a lot of effort into this collection to make sure it’s great, especially for the millennial generation. Through this collection, we hope to promote the spirit of ‘supporting local businesses,’ so that more people realise that we do have wonderful brands to be proud of in our own country,” Dato’ Jovian added.
The emergence of a glamazon culture, accentuated by minimal maintenance and economical apparel manufacturers, took centre stage in nineties fashion. A mix of sporty and streetwear clothes impacted consumers, evolving into today’s athleisure. Cheetah mixed the notion and transferred it into this collection with the clear belief that this method is evergreen and always relevant to contemporary living styles.
This S/S 22′ collection is a mix of sports and lifestyle, blending fashion and comfort to produce a collection for men, women, and children. The design is a refreshing approach by Cheetah, with carefully-selected materials and a touch of fusion colour palette combination.
Cheetah and Dato’ Jovian will draw inspiration in the coming months to design new collections and elevate Cheetah classics to make it more current and in line with the demands of its core target group of young customers.
Visit www.cheetah.com.my for more information about this collection.
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