If you’ve noticed, the majority of fashion shows take place in shopping centres or other indoor settings, and they feature a catwalk where models pose in outfits created by various fashion designers.
Can you imagine riding the MRT train and then finding yourself surrounded by stunning “passenger models” as a catwalk fashion display is taking place INSIDE the moving train?
That’s exactly what happened when the MRT train left Surian MRT station and travelled to Maluri MRT station, where a larger stage was used to continue the “moving” runway featuring AEON’s fashion brands and highlighting the latest in trends, styles, colours and textures.
Tri-annual AEON Fashion Preview (AFP) 2022 was held last week on June 30 and was organised by AEON Retail Malaysia. Moving MRT train carriages were filled with media invitees in the row of seats as several models walked in the middle lane while styling clothes from AEON – and tried precariously to maintain their balance while holding a Bluetooth speaker!
Watch the TikTok video here:
@aeonretailmalaysia Bukan selalu dapat tengok MRT jadi fashion runway. Hanya di AEON Fashion Preview. ✨? #AFP2022 #AEONFashionPreview #AEONFashionPreview2022 #AEONRetailMalaysia #AEONMalaysia #AEONBiG #myAEONLifestyle #InnerCasual #InnerCasualMalaysia ♬ Hola – :):
Netizens were all in support of AEON’s creative marketing stunt, with many approving the fact that this fashion show appealed to the masses in several ways – from allowing the general public access to view it, to having fashion models of various diverse shapes and nationalities, and featuring extremely affordable yet fashionable clothes that the average Malaysian can afford to buy!
“How did they manage not to fall (during the train ride)?” a netizen commented, to which AEON responded with ‘that’s why they are models!’.
AEON Launches Athleisure Brand innercasual
Athleisure is widely adopted as a way of life, and after successfully making waves in many nations, AEON officially announces the launch of innercasual, or iC, in Malaysia.
Launched by AEON, the innercasual athletic brand uses Japanese fabric technology for superior comfort, sweat absorption and quick-drying ability.
Universally taking the world by storm, athleisure becomes a way of life and after making waves successfully across many countries, AEON finally announces the arrival of innercasual or in short, iC in Malaysia.
iC is AEON’s inner wear specialty concept store of functional innerwear, activewear and casual wear. iC offers affordable products which are high quality, functional, sustainable, and suitable for all ages and sizes. The 5 main brands of iC, PEACE FIT, ACTIVE WEAR, KATTHARINE HAMNETT, MIRAI BEAUTY, ORGANIC COTTON place a strong emphasis on being practical, cosy, and sustainable for everyday wear.
Most importantly, these brands are accessibly priced and budget-friendly! The brand intends to set its motion in Malaysia by introducing 3 distinctive styles: the fun and functional ActiveWear; the exciting technology to enhance lifestyle’s PeaceFit, as well as the Sustainable fashion range in collaboration with the iconic British designer and activist, Katherine Hamnett, a pioneer in ethical fashion.
There was also a demonstration of affordable bridal wear and a wide size range of clothing to build your holiday wardrobe during the fashion show that was held at AEON Mall Taman Maluri after the train voyage!
Present to launch the brand, AEON’s Deputy Managing Director, Naoya Okada enthused, “innercasual is all about being comfortable while opting to be versatile and flexible in our way of life so the decision to ensure that the brand is brought to Malaysia is definitely a good fit with our lifestyle strategy.”
Marking the launch of iC, Low Ngai Yuen, the Chief Merchandise and Marketing Officer added, “Whatever your silhouettes or body types, iC is about supporting you 4-ways: functionality, aesthetic, sustainability and affordability.”
What a way to truly reach out and provide for the masses, especially in these financially tight times! We won’t be surprised if train passengers also start dressing more fashionably now – who knows if you might just stroll into another catwalk fashion display taking place inside the trains!
Relive the AEON Fashion Preview here! For more information, visit AEON Retail Malaysia’s Facebook, Instagram, and Twitter.
Also read: 22yo Becomes First Malay Model To Walk Paris Fashion Week!
