In 2008, Nurul Zulkilfi, along with her two sisters, Amirah and Syahira, founded Mimpikita, a contemporary modest fashion brand known for its dreamy, elegant pieces. The brand’s offerings include ready-to-wear, bridal, and bespoke collections, as well as pieces for children.
In 2023, they introduced a new brand, Kita&Co, which focuses on chic, casual pieces with options for men. For 17 years, the three sisters have worked tirelessly to elevate Mimpikita into a respected name within the local fashion scene. Balancing the brand’s growth with personal milestones, they have also embraced their roles as wives and mothers.
“We believe in a collaborative approach to brainstorming and developing our collections,” says Nurul, 43, the CEO and creative director of Mimpikita.
As the eldest sister, Nurul plays an integral role in working closely with the marketing, design, and production teams to bring ideas to life, translating them into unique, wearable pieces that reflect the brand’s identity. She also leads the creative direction of the company.
“Amirah, our chief operations officer, is known for her meticulous attention to detail and oversees operations to ensure that every garment and sales process meets our high-quality standards. Syahira, our chief finance officer, offers a grounded perspective and guides us with her expertise in finance and strategic decision-making,” she adds.
This year, Mimpikita’s Raya 2025 collections, “Mekar dan Kekal” and “Tenang,” celebrate heritage, resilience, and the art of slow living. These collections offer designs that beautifully blend traditional elements with modern elegance.
When asked about the inspiration for the latest collection, Nurul explains, “This collection feels personal to me and the team – it reflects the phases we’ve all gone through, the challenges we’ve faced, and how we’ve persevered.”
She reveals that the Tiang Seri, the central column in traditional architecture that stands strong and holds everything together through time and storms, inspired the collection. This symbol of resilience perfectly mirrors how the sisters have weathered life’s ups and downs. The prints draw inspiration from the beautiful details of old columns and arches, reimagined to tell a story of strength and growth.
“Finding fresh inspiration after almost two decades comes from many places. We research trends, analyze past collections, listen to customer feedback, and gather input from the team. Traveling and experiencing different cultures also provides new perspectives. Staying curious and open to stories that can be told through design is key,” she adds.
Over the years, Nurul’s design aesthetic has naturally evolved, influenced by changing trends and insights gathered through data analytics. “While we adapt to what’s current, our creative vision remains rooted in our brand’s DNA – whether through our signature prints, silhouettes, or overall style. It’s about finding a balance between staying relevant and staying true to who we are, ensuring every collection feels fresh but still distinctly ours,” she notes.
Reflecting on the growth of emerging Malaysian brands, Nurul acknowledges the significant transformation within the local fashion industry. “When we launched our brand, there was a demand for local fashion, but the landscape was quite different. Awareness and appreciation for Malaysian designers were limited both domestically and internationally.”
However, the industry has grown remarkably in recent years, especially with the rise of digital marketing, social media, weekend pop-ups, and online stores. “The challenge for us now is to keep up with ever-changing fashion trends and meet customer satisfaction. We always need to be quicker on our feet compared to when we first started,” she says.
As a local brand, Mimpikita takes pride in contributing to this journey and is excited about the continued growth of Malaysian fashion on both national and global stages.
In today’s fast-evolving fashion landscape, Nurul emphasizes the importance of staying relevant. “Staying relevant means understanding not only fashion trends but also shifts in marketing, social media, and personal branding. I believe in the power of a positive, creative team that brings fresh ideas to the table. Being open to new perspectives and continuously learning helps us adapt while staying true to our core values,” she says.
Regarding the growing focus on sustainability, Nurul shares that Malaysian consumers are becoming increasingly aware of slow fashion, though the shift is gradual. “It starts with analyzing data to avoid overproduction and understanding consumer behavior. It’s not just about creating new designs for the sake of it; it’s about offering practical, timeless pieces that last for years.”
Designers can foster mindful consumption by focusing on quality, versatility, and purpose-driven designs. “We aim to create pieces that are built to last, offering a better alternative to fast fashion,” she says.
On the topic of Gen-Z’s approach to occasion wear, Nurul notes a clear distinction between their preferences and those of older generations. “Gen-Z focuses on individuality, sustainability, and value. Unlike older generations, who often prioritize classic, long-term investments, Gen-Z mixes bold trends with personal style to create unique looks. They’re cost-conscious but willing to invest in quality, versatile pieces that align with ethical and sustainable values.”
Renting, thrifting, or supporting eco-conscious brands has become common among Gen-Z, reflecting their commitment to mindful consumption. Social media plays a significant role in shaping their choices, with an emphasis on outfits that feel authentic and visually striking.
“Gen-Z’s approach to fashion has inspired us to develop Kita&Co, a brand that celebrates individuality and comfort through ready-to-wear styles for all genders,” Nurul concludes.
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