Brands spanning Hong Kong, Singapore, and Indonesia.

At MODA ELEVATION 2025, we had the privilege of speaking with the designers, gaining deeper insight into their brands and creative visions.

Kev Yiu &ndash; <a href="https://www.instagram.com/kevyiu/">KEV YIU Couture</a> (Hong Kong)

L&rsquo;Officiel: What first drew you to couture, and what keeps you passionate about this highly intricate art form?
Kev Yiu: When I was studying in England, my tutor happened to be Cyndi Lauper&rsquo;s stylist, who specialised in corsetry. That experience really shaped my perspective on garment construction. So when I returned to Hong Kong, I realised my options were essentially limited to lingerie or evening gowns. I was naturally drawn to evening gowns because they provide so much more room for creativity and personal expression, which is why I chose to focus on them.
My love for making clothes actually started in childhood. I got my first sewing machine at 13 with my pocket money and began creating dresses for my younger sister without any formal design knowledge, I was just experimenting with shapes and construction. That curiosity and hands-on learning really shaped my journey from an early age. What drives me most is seeing my designs come to life on a client, helping them feel beautiful and confident. That feeling fuels my passion.

L&rsquo;Officiel: How would you describe the world of KEV YIU Couture to someone who&rsquo;s never seen your work before?
Kev Yiu: I see beauty in every woman&rsquo;s unique curves. It&rsquo;s never about fitting a universal standard, but embracing your own shape. As a designer, I aim to accentuate this individuality, so each client feels both confident and beautiful.
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L&rsquo;Officiel: Looking back, what has been your proudest moment as a designer so far?
Kev Yiu: In my third year of studying fashion in England, I started knocking on doors, seeking consignment opportunities. The first time I sold a garment for &pound;120, I called my father right away and told him, &ldquo;Your son is officially a fashion designer.&rdquo; It was an incredibly memorable and proud moment.
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L&rsquo;Officiel: In an era of fast fashion, how do you see the relevance of couture today?
Kev Yiu: I can&rsquo;t deny that the couture business is facing a decline, which is why I&rsquo;ve been shifting my focus toward concert and stage costumes. It allows me to retain the couture essence in my designs while exploring limitless creativity for the stage.

L&rsquo;Officiel: How do you envision the future of KEV YIU Couture &mdash; what&rsquo;s next in your creative journey?
Kev Yiu: To sustain my own brand, I feel the need to align with the market&rsquo;s demands. That&rsquo;s why I&rsquo;m planning to launch a line called Light Couture, focusing on minimal, refined and subtly elegant pieces.
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L&rsquo;Officiel: What are you most curious to discover about Malaysia&rsquo;s fashion landscape?
Kev Yiu: I&rsquo;m really eager to meet the Malaysian designers; I love talking to fellow creatives, as everyone has their own story and vision. It would be wonderful to have a meaningful conversation with them.

Huzer Imram &ndash; <a href="https://www.instagram.com/thisisstateproperty/">State Property Fine Jewellery</a> (Singapore)

L&rsquo;Officiel: Can you share what your role is as Business Controller at State Property Fine Jewellery?
Huzer Imram: I&rsquo;m responsible for business planning and financial analysis, with a strong focus on the data that drives the company. Essentially, behind the creative side of the business, I build the operational foundation &mdash; budgeting, pricing strategy and cash flow planning. I work closely with the founders and other departments to ensure everything runs smoothly and stays aligned.
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L'Officiel: What initially drew you to join State Property?
Huzer Imram: There&rsquo;s a bit of personal bias because the founder is my brother, but I truly see the value in what they&rsquo;re creating. The designs are modern, globally appealing and backed by a strong story. I wanted to be involved to help expand its audience. Although the market was small in the beginning, I was really drawn to the potential.

L'Officiel: The brand has an international following yet maintains strong local roots. How do you navigate building global presence while preserving its identity?
Huzer Imram: I believe the most crucial element is maintaining a strong brand identity. We must stay true to who we are, regardless of where we operate. While different markets have their own preferences and we adapt our product offerings accordingly, we never compromise on the essence of the brand. Some products may be adjusted for flexibility, but the overarching narrative remains unchanged. Whether someone discovers State Property in Singapore or at a retailer in the US or the Middle East, they will immediately recognise the same brand DNA.
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L'Officiel: State Property&rsquo;s designs are deeply conceptual, often inspired by art and architecture. How closely do you work with the design team to translate creative vision into business viability?
Huzer Imram: It&rsquo;s been an evolving process. When I first joined, designers weren&rsquo;t used to having someone else involved in their workflow. But over time, we&rsquo;ve become far more collaborative. Instead of finance stepping in only at the end, we&rsquo;re now integrated throughout the entire design process. I provide data and structural insight that help guide the creative direction like highlighting collection gaps, customer demand in different markets, and the financial feasibility of new designs, especially since jewellery materials can be costly. So, we need to be strategic about what pieces go into production.

L'Officiel: There are boutiques in Singapore and retailers in North America, the Middle East, the UK and Japan. Are there plans to expand into new markets, and which regions are you looking toward next?
Huzer Imram: Our primary market began in the United States, but eventually we shifted our focus back to Singapore. As a Singaporean brand, we wanted to share our work with people at home who would appreciate it. We&rsquo;re pursuing thoughtful, sustainable growth, not expansion for its own sake. When assessing new markets, we consider how ready clients are to embrace jewellery as self-expression and their openness to independent jewellers. I&rsquo;m grateful to MODA for creating this platform, and it&rsquo;s clear that appreciation for design in Kuala Lumpur has grown significantly. Malaysia has always been a market we hoped to explore, and alongside a few select Asian countries, it&rsquo;s a place where we genuinely feel a pull from the audience.
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L'Officiel: Are there cultural differences in how clients across these markets perceive and purchase fine jewellery?
Huzer Imram: Absolutely. It's intriguing to see how perspectives differ. In the US, consumers prioritise craftsmanship and original design, strongly supporting independent brands. In the Middle East, the conversation revolves around material excellence, where exceptional stones are the ultimate measure of luxury. Meanwhile, across Asia, consumers tend to be highly detail-oriented and driven by value. For instance, in Japan, there is immense design intelligence and a deep sensitivity to subtlety and precision. And in markets like Singapore and Malaysia, especially among the younger generation, jewellery is increasingly viewed as a mode of personal expression rather than purely an investment.

Novi Susanti &ndash; <a href="https://www.instagram.com/the_theme_ig/">THE THEME</a> (Indonesia)

L&rsquo;Officiel: Can you share the story behind the founding of your brand &mdash; what moment or idea sparked its creation?
Novi Susanti: My brand began in 2014. When I launched it, I felt a strong desire to share my story with the world through my creations. That was how THE THEME was born &mdash; created to narrate the chapters of my own life.
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L&rsquo;Officiel: How do you define the essence of your brand &mdash; what makes it distinctly yours?
Novi Susanti: My brand has always centred on making a statement and staying true to honesty. I strive to create pieces that are instantly recognisable, infused with vibrant colour and a contemporary sensibility.

L&rsquo;Officiel: How would you describe your design philosophy, and how has it evolved over the years?
Novi Susanti: My design philosophy is built on the narrative of my life, shaped by past struggles, growth and transformation, and continually evolving with who I am now.
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L&rsquo;Officiel: Indonesian culture has a deep tradition of craftsmanship and symbolism. How do these elements influence your accessories?
Novi Susanti: Very much. Indonesia is made up of five major islands and 38 provinces, each with its own distinct culture. There is a vast richness of materials and techniques to draw from, and I enjoy incorporating these details into modern silhouettes.

L&rsquo;Officiel: Are there materials native to Indonesia that you feel deserve more international attention? Why?
Novi Susanti: Quite a lot. Traditional motifs like batik, songket, and weaving are already well known. But while I was mentoring in a remote area of Sulawesi, one participant introduced me to their brand and shared the story behind Abaca, a material derived from banana fibre. What captivated me was that this material is nearly extinct, yet the participant was preserving it by incorporating it into modern design. That&rsquo;s why I believe it deserves far more attention.
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L'Officiel: What kind of future do you envision for Indonesian sustainable design?
Novi Susanti: To me, Indonesia is already making significant progress. The government shows a real commitment to sustainable design. Sustainability isn&rsquo;t just about the design itself, it&rsquo;s about sourcing materials responsibly, supporting artisans and their families, running the business ethically, and creating products that honour and represent our culture.

Kev Yiu, Huzer Imram, and Novi Susanti on their brands and vision

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