AEON proudly presented its highly-anticipated AEON Fashion Preview for February 2024 edition, breaking away from tradition with a venue transformation to the parking lot perfectly timed ahead of Ramadan. Commemorating the 40th anniversary of AEON, AFPFeb24 is celebrated alongside the induction of 100 influencers as AEON’s Real Beauty Ambassadors while debuting a new brand, stads and unveiling three other distinctive collections:
Introducing stads – tailored for urban adventurers in the bustling cityscape featuring utility, functionality and comfort. The term ‘stads’ embodies the mindset of city dwellers shaped by the essence of urban outdoor living.Designed for those who embrace the vibrancy of urban life, stads seamlessly merges fashion with durability. This collection showcases innovative designs meticulously crafted from high-performance lightweight materials, ensuring breathability, comfort and convenience for all your urban escapades. Be it adaptable outerwear enabled with water resistant, wind protection or right down to versatile accessories; stads equips individuals to explore with flair and confidence. stads will be available in many selected AEON stores from 18 March 2024.
Traditional Elegance with Lebarkan Lebaran
Lebaran, marking the end of Ramadan, embodies spiritual reflection and familial bonds. Puteri’s LebaranSedondon collection captures this essence with elegant traditional attire, celebrating joy and togetherness. Puteri’s homage to the Raya festivities through the collection, KunjungLebaran honours the vibrant tapestry of Malaysia’s diverse states, each representing the various intricacies and embroideries of the different baju kurungs to resplendent kebayas and baju Melayus.
Everyday Comfort with ARCADIA
ARCADIA redefines comfort with linen and cotton garments designed for everyday wear. Offering a blend of luxurious comfort and timeless style, ARCADIA ensures versatility for any occasion, from breathable linens to soft cottons, balancing comfort and sophistication effortlessly.
AEON selects Spy X Family: Where Espionage Meets Style
The Spy X Family collection embodies intrigue and charm. Inspired by characters from “Spy X Family”, these garments offer both bold statements and comfort, representing a covert identity.
Low Ngai Yuen, AEON’s Chief Merchandise and Marketing Officer states, “At AEON, we believe that fashion is more than just clothing; our commitment goes beyond the fabric, cut and function; it’s about empowering each individual to authentically express themselves. That’s why we are proud to enlist 100 influencers and customers today as our Real Beauty Ambassadors. These are enthusiasts who will review, recommend and highlight great fashion, beauty, skin-body-hair care and wellness products. We want to celebrate their authenticity and individuality to inspire others to do the same – to embrace their own unique beauty and style, and to embark on their own adventures. stads, a 40th Anniversary collaboration with Indonesia’s outdoor living collective designers led by Miptah Alfarizhi is another such tangible manifestation of AEON’s belief. Also watch out for the upcoming Real Beauty announcements that we are
excited about!”
AEON’s Real Beauty Ambassadors contribute through 3 pillars:
i. influencing to pay it forward, helping others avoid purchasing products that might not work for them, saving everyone time and money;
ii. represent to shape the market to ensure all needs and preferences are taken into account; and
iii. spotlight on new/emerging/up and coming/indie beauty brands to help them gain recognition
AEON Fashion Preview for February 2024 edition is aligned with AEON’s commitment to the United Nations Sustainable Development Goals 8 and 15, focusing on promoting a peaceful and inclusive society for sustainable development, providing access to justice, and building effective, responsible, and inclusive institutions.
Additional AEON Exclusives:
- innercasual (iC): Offering top-quality and sustainable fashion catering to various sizes and age groups
- SCAR: Empowering personal style with unique offerings, including tie-dye and personalized detailing
- Puteri: Effortless style with modest fashion, including Muslimah swimwear
and chiffon outerwear - PlusCollection: Celebrating beauty in every size
- Arcadia: Timeless styles with linen tops, pants, and earthy tones
- M: Comfortable maternity wear designed for nursing
- ti:zed: Must-have knit essentials for men and women
- Guys’ Vision: Casualwear designed for long-lasting wearability
