Four days, 22 designers, live performances, shopping and plenty of Malaysian creativity. ADIWARNA RUNWAY brought fashion out of the traditional runway setting and into the heart of Alamanda Shopping Centre.

Fashion week energy does not always have to come with an exclusive guest list and a room full of industry insiders. At Alamanda Shopping Centre in Putrajaya, the runway came to the shoppers.

The inaugural ADIWARNA RUNWAY wrapped up on 13 September following four days of fashion, music and community-focused activities held in conjunction with Malaysia Day celebrations. Presented by Alamanda Shopping Centre in collaboration with the Malaysian Official Designers’ Association (MODA), the showcase transformed the mall’s Centre Court into a lively meeting point for Malaysian fashion and the wider public.

And honestly, that accessibility was part of the appeal.

Rather than keeping the collections behind closed doors, ADIWARNA RUNWAY brought designers, shoppers, aspiring creatives and performers into the same space, while giving Malaysian labels an opportunity to connect directly with consumers.

The showcase opened with 22 designers unveiling signature creations made using an exclusive bespoke textile print inspired by the vibrant hues of the hibiscus, Malaysia’s national flower. It was a fitting starting point for an event built around local creativity, particularly as the country continues its push to showcase homegrown talent under the Visit Malaysia 2026 roadmap.

The event also welcomed prominent representatives from Tourism Malaysia and Perbadanan Kemajuan Kraftangan Malaysia (Kraftangan Malaysia), highlighting the broader role of Malaysian fashion and craftsmanship in attracting regional and international visitors.

From the Runway to the Shopping Floor

For Alamanda, ADIWARNA RUNWAY was about making fashion feel like part of the everyday shopping experience rather than something happening somewhere else.

Francis Tan, Executive Director and CEO of Suria KLCC Sdn Bhd, said: “ADIWARNA RUNWAY marks an important milestone in our journey to redefine Alamanda Shopping Centre as Putrajaya's primary lifestyle and community destination. Following our comprehensive redevelopment, we are committed to moving beyond traditional retail transactions by turning our spaces into vibrant cultural platforms. Bringing a premier, national-scale showcase directly to Putrajaya gave our shoppers and the community an engaging, memorable experience while providing our country's finest designers with significant commercial reach. We will continue introducing high-impact activations that celebrate Malaysian artistry, drive footfall, and bring families together.”

Cyrus Chin, President of MODA, similarly described the collaboration as an opportunity to give Malaysian designers greater visibility while creating commercially viable opportunities.

“ADIWARNA RUNWAY is a living showcase of how we nurture our local designers, push creative boundaries, and unite our industry to shape the future of Malaysian fashion. Partnering with Alamanda Shopping Centre, a landmark that draws a diverse, multicultural visitor base to Putrajaya, helps us build visibility and commercially viable opportunities for Malaysian designers to grow with confidence at home and globally.”

Across the four-day programme, 16 designers presented contemporary ready-to-wear, modern modest wear and bespoke collections. The lineup included Justin Yap Atelier, Yuleza, NANALYANA, EL by Ellie Lim, Zayana Yazed Creations, Outdwell, CARRO, HERA, Bill Keith, CASALWA, SITI KHADIJAH, Ariff Atelier, 3THELABEL, Arlina Ayou, Yani Bakhtiar and Variante.

For the designers, the runway also offered a chance to put their own creative language front and centre.

Ariff, founder of Ariff Atelier, drew inspiration from Malaysian Indian heritage, saying, “This collection celebrates the vibrant Malaysian Indian community and its rich cultural heritage through a contemporary fashion lens.”

Meanwhile, the founder of NANALYANA kept things direct: “Don't dilute your vision, cut out the noise and channel your energy into what truly matters.”

For Arlina Amdan, founder and creative director of ARLINA AYOU, the story begins long before a garment reaches the runway.

“Batik has always been more than fabric to me. It holds the hands, care and stories of the people who make it. Every design starts with me, but it comes to life through the artisans I work with.”

Bill Keith offered a similarly grounded perspective: “Focus on what you're capable of doing, not just what you want to do.”

And then there was the community element, which Leslie Variyan, Founder and Creative Director of Variante, found particularly meaningful.

“Adiwarna Runway was such a meaningful experience for me, both as a designer and as a member of MODA. It was heartwarming to see the genuine support and camaraderie among fellow designers, and wonderful for shoppers to see the clothes come to life on the runway. A great celebration of fashion, creativity and community.”

Yes, You Could Actually Shop the Looks

Because admiring a runway look is one thing. Being able to take it home is another.

Running alongside the fashion shows was the ADIWARNA Runway Bazaar, a pop-up marketplace now in its second edition. Shoppers could purchase ready-to-wear pieces and artisan accessories directly from participating designers, creating a more immediate connection between the runway and the retail floor.

MODA highlighted the bazaar as an important platform for connecting consumers directly with homegrown labels. Its first edition carried the theme “Style Your Way.”

Siti Khadijah also used the runway to show that the brand extends beyond its familiar association with worshipwear.

Puan Hajah Padzilah Enda Sulaiman, founder of Siti Khadijah, said: “Bringing the lineup of our Telekung, womenswear and Teman menswear to the runway allows us to showcase how Siti Khadijah can be part of our customers' lives beyond moments of worship. More importantly, it gives us an opportunity to connect with them through fashion while showing the breadth of what the brand has to offer.”

When Fashion Meets the Main Stage

A fashion showcase needs more than clothes, and ADIWARNA RUNWAY kept the Centre Court busy with a four-day entertainment lineup featuring Malaysian artistes including Datuk Syafinaz Selamat, Daniel Chuer, Yazmin Aziz, Bunga Isme, Daniesh Suffian, Layla Sania, Farah Dolhadi and Ernie Zakri.

For Layla Sania, performing at an event where music and fashion shared the same space was a highlight.

“I'm really thrilled to have performed at an event that combines music, fashion and creativity like this one. The response from visitors at Alamanda was very encouraging, and the energy was truly special. I hope this performance gave everyone an enjoyable experience and helped strengthen my connection with my fans.”

Bunga Isme saw an obvious connection between the two creative disciplines.

“I believe fashion and music have something in common as both are ways we express our identity and our stories. That's why, for me, supporting local designers is so important. They don't just create clothes; they carry Malaysian identity, culture and creativity. When we choose to wear and showcase their work, we're actually helping their story reach further.”

Ernie Zakri added: “Performing at Moda Adiwarna Runway was such a beautiful experience for me. I loved how music and fashion came together that afternoon, and it was really special to be part of a platform that celebrates creativity and our local talents. I’m grateful I got to share that moment with everyone.”

The Runway Wasn’t Just for Designers

One of the more community-focused highlights was the Family Fashion Show, which came about following a mall-wide Model Search held in August.

The top 10 winning shopper pairs were given the opportunity to walk the runway, styled by five participating MODA designers: Variante, Arlina Ayou, HERA, CASALWA and NANALYANA.

It was a fitting addition to an event that positioned itself as something for the wider Alamanda community, rather than solely the fashion crowd.

There was also space for the next generation of designers. An aspiring talent showcase gave student designers from UiTM, INTI, Sunway, Raffles, UNITAR, UCSI, MUSPACE, La Mode, International Sewing School and SSFS Studio an opportunity to present their collections to the public.

For emerging designers, getting a collection in front of a live audience can be just as important as the collection itself.

A Colourful Finish

As a gesture of appreciation for Alamanda’s role as host, MODA presented the shopping centre with a commemorative oil painting commissioned from prominent Malaysian artist Mr Pheng. The artwork captures the spirit of ADIWARNA RUNWAY through its themes of colour, creativity and unity.

Presented by Alamanda Shopping Centre in collaboration with MODA, the event was supported by MAC Cosmetics, FIOLE, R Beaute Group and JUSTBCOS, alongside tenant support from Siti Khadijah and Variante.

After four days, ADIWARNA RUNWAY left the Centre Court having done something rather simple but significant: it put Malaysian fashion directly in front of the people who shop, watch, wear and live with it.

And perhaps that is where fashion feels most interesting anyway. Not just under runway lights, but out in the real world.