AEON Fashion Preview 2022 (AFP22) debuted their new trends for November 2022 to February 2023 to cater to changing lifestyles and needs.
The unveiling of AFP22 at Tapak Urban Street Dining KL featured four (4) main collections and assemblage: an AEON exclusive with Neonate x Guys’ Vision; Scarlet Loungewear becomes the life of parties; Ti:Zed leads in couple wear; and the upcoming invasion of rabbits to celebrate the Lunar New Year 2023.
"As we celebrate AEON’s 38th year in Malaysia, we are also thrilled to grow the various AEON’s fashion brands and fashion essentials such as Scarlet, Agenda, Suave and Crème; that have been so much a part of the Malaysians way of life from the growing years to building a strong career. We have been working on cutting-edge fabric technology that is continuously functional for customers’ needs, and we are also making it a priority to maintain aesthetics and promoting wellness – so you are seeing new brands such as innerCasual, iC as well as + Collection to fill in sizes gaps,” enthuses Naoya Okada the Deputy Managing Director and Chief Operating Officer of AEON CO. (M) BHD.
AEON is also taking the lead to drive the importance of dressing for self rather than dressing to impress others. From #ownwhatyouwear to #comfortfit, AEON is also initiating access to confidence, connectivity, collaboration and most of all, affordability.
This year-end AFP22 is showcased along street-food, live music and performances by Orang Orang Drum Theatre, Yonnyboii, Aruel Ariel, and Aman RA – definitely planned as an out-of-truck experience.
1. Neonate x Guys’ Vision, an AEON exclusive
Popular Malaysian streetwear brand, Neonate Clothing Company which is established in 2019 by Karl Shafek Ibrahim and Ahmad Syahir Hamdan participated in the last inaugural installation of the AEON Fashion Preview and pitched successfully for a collaboration with AEON’s Guys’ Vision for the birth of the Neostalgia collection to be available for the first time at selected ten (10) AEON outlet nationwide - Alpha Angle, Taman Maluri, MidValley, Bandaraya Melaka, Nilai, Shah Alam, Bandar Utama, Cheras Selatan, Queensbay & Tebrau City.
This collection sees colors and elements of the 60s to the 90s be given a breath of modernity such as the television test patterns and arcade games. Sporting the jersey fabric for lightweight and breathability, it is the epitome of an athleisure lifestyle both for indoor and outdoor.
The most sustainable angle, this collection is fully made in Malaysia.
2. Party Wear: from Zoom Screen to the Runway
Year-end parties are officially back – but the comfort and freedom that we have built over habits of working from home in loungewear and even stylish sleep wear need not be discarded.
AEON’s Scarlet Loungewear, a big proponent of relaxed fashion is inspired by effortless glam to dress up comfort and glorify coziness. You will likely party from your bedroom throughout December once you have tried on Scarlet Loungewear’s offering of soft stretch fabric made with cotton for luxurious comfort – how about an early Galentine’s PJ Party? Some of these outfits come with headbands, house slippers and even super cute, mismatched socks.
To ‘slay at partay’ is also all about fashion that allows you to groove flexibly, obliging the body in diverse shapes, weights and sizes.
Guys’ Vision with its contemporary machine knit top and popular ankle knee pants while Crème with its various modern silhouettes in satin, dotted with sequins, small ruffles and asymmetrical hems will give you the sparkle you need to shine.
A consciously matching outfit with your other half is fast becoming a trend around the world as couples desire to intensify their twosome identity post the last two years of harrowing lonely experience. After a period of being away from one another, this is indeed the season to be reconnected and twin wearing is definitely a form of unison and bonding.
Match it well with Ti:Zed’s adorable pullovers, sweaters, and matchy cotton t-shirts that are in full print and colours. Guys’ Vision cotton and rayon simplicity will also pair easily with any of SCAR’s easy-going pieces.
4. Rabbits Invasion of the Lunar New Year 2023
This upcoming celebration of Lunar New Year 2023 is unsurprisingly in all shades of red yet the occasional jolt is also in the pastels that are the rabbits – the zodiac sign for 2023. Themed tù-gether, it is all about harnessing the energy of many rabbits bringing about the abundance and prosperity in health and wealth.
SCAR, which is AEON’s leading brand in trendy and youthful fashion wear reimagines classic silhouettes with modern twists be it with printed, lace and textured fabric as well as floral jacquard.
There is an extra focus from Arcadia on linen selections this year that comes in bright color of pleasing embroidery and monotone print.
Crème will spotlight flowy chiffon-like fabric with cheongsam and samfu detailing.
For other sizes and plus-sizes, + collection features versatility from machine- knit fabric to printed linen and festive embroidery detailing.
The brand that many grows up with and now have passed it on to their own children, J-Kids will provide a plethora of cotton choices that are distinctive in concepts to brighten up the festivity without interfering with the child’s active play time.
Guys’ Vision has a full range of comfortable cotton that is both in various bold print and plain coloured to celebrate in style.
Also launching ‘AEON tù-gether with White Rabbit’, both AEON’s SCAR and innerCasual are demonstrating a new kind of collaborative; of brands with high personalization. Introducing iron-on patches of rabbit visuals by artist Evelyn Pow Qian Ping that are inspired by the iconic brand of White Rabbit and then having StevenSunny, a renowned stylist, trend guru and fashion extraordinaire; customize these patches on favourite must-have essentials to welcome the new year, tù-gether takes on a new synergy of co-creation with the customers.
innercasual or iC is AEON’s inner wear specialty concept of functional innerwear, active wear and casual wear that has sustainability high on its agenda so working on a personalization program like this with SCAR, White Rabbit and the various artisanal talents speaks volume about AEON’s intention to extend lifecycles of every piece of apparel from AEON – that is made with so much love
This initiative is in line with AEON’s efforts in championing the United Nations Sustainable Development Goal - 8 and 15, focusing to promote a peaceful and inclusive society for sustainable development, provide access to justice for all and build effective responsible and inclusive institutions at all levels; as well as protecting, restoring and promoting sustainable use of terrestrial ecosystems.