Designing with Passion: Nurita Harith Opens Up About Her Bridal Wear Journey

In Malaysia, the name Nurita Harith is synonymous with stunning bridal gowns, celebrated for their feminine elegance and role in shaping countless weddings across the nation. However, Nurita’s journey in fashion began with ready-to-wear designs during her studies in London, where she first learned to design with passion and dedication.

Shervyn tries on different wedding gowns // Nurita Harith

Nurita’s fashion career began in London, where she immersed herself in the world of ready-to-wear fashion. This period was crucial in shaping her design sensibilities, allowing her to experiment with different styles and techniques. “I started first with that, then I branched out into custom-made – bridalwear came after,” Harith reflects on her career evolution. Her entry into bridalwear was not just a career pivot but a realization of her deep-seated passion for creating wedding attire that stands out for its craftsmanship and emotional resonance.

Her initial foray into bridalwear was driven by a desire to explore a new facet of design, and it quickly became her true calling. “It turns out that I really enjoy designing bridalwear after giving it a shot,” she admits. This newfound passion has defined her career, transforming her into a leading figure in Malaysia’s bridal fashion scene.

Hailing from Kuala Lumpur, Nurita is now expanding her horizons. Known for her eagerly anticipated Hari Raya collections, she recently introduced a new ready-to-wear line at Kuala Lumpur Fashion Week (KLFW) in collaboration with Nichii. Additionally, she plans to open her own ready-to-wear store and partner with other prominent brands, including the jeweler Diamond & Platinum.

Nurita Harith: Nona

Despite the competitive landscape of the local fashion industry, Nurita values the camaraderie among her peers. "There is a strong connection among Malaysian designers of my generation," she says, emphasizing her close friendships with fellow designers like Syomirizwa Gupta and Alia Bastamam.

As Nurita continues to build on her impressive legacy, she remains driven to push boundaries and explore new opportunities in the fashion world. Nurita’s career is characterized by her unwavering commitment to excellence and innovation. Her ability to seamlessly blend traditional bridal wear elements with modern design concepts has set her apart in a crowded market. Nurita’s designs are not just garments; they are a reflection of her deep understanding of bridal fashion and her dedication to creating unforgettable experiences for brides.

Her ongoing projects and future plans reflect her drive to push the boundaries of fashion. Whether through her upcoming store, new collaborations, or continued exploration of bridal wear, Nurita remains focused on advancing her craft and expanding her influence in the fashion world.

Nurita Harith 2021 Campaign // Nurita Harith

The brides she have encountered generally prefer traditional or straightforward styles. "I believe most brides will be pleased with what they see. When bridal wear hasn’t been done differently, it’s hard for them to envision how it could be unique. Therefore, it’s up to designers to introduce unconventional designs. While modern designs are gaining popularity among brides, the choice often depends on the type of ceremony. For events like nikah (solemnizations), the preference tends to lean toward traditional options." Nurita stated.

Nurita Harith: Evolving Design Directions

Nurita Harith's designs are always evolving, with each collection reflecting different aspects of her creative vision and experimentation. The trademark soft draping and lovely embellishments of Nurita Harith's designs are highly favored by Malaysian brides.

Bridal wear: Delicate Elegance

For bridal wear, Nurita maintains a consistent focus on a delicate and refined aesthetic. Her designs frequently feature soft pastels, flowing chiffon, and intricate draperies. These elements are selected to create a sense of timeless elegance and romanticism, aligning with the traditional expectations of bridal fashion. The aim is to produce gowns that are both classic and sophisticated, enhancing a bride’s special day with grace and beauty. The craftsmanship involved in bridal wear is meticulous, with every detail carefully considered to make each piece unique and memorable.

Ready-to-Wear Raya Designs: Light and Airy

In her Raya collections, Nurita continues to emphasize elegance but adapts her designs to be more versatile and suitable for everyday wear during the festivities. The use of pastels and light fabrics like chiffon remains, but the focus shifts towards practicality and comfort. The goal is to create pieces that are stylish and functional, allowing wearers to enjoy the celebrations in both beauty and ease.

Fashion Shows: Bold and Innovative

When designing for fashion shows, such as Kuala Lumpur Fashion Week, Nurita adopts a different approach. This is the arena where she explores bolder and more innovative designs. She enjoys incorporating hotter styles like corsets, low-cut tops, and low backs, and experimenting with techniques such as boning. These elements add structure and dramatic flair, making the pieces stand out and captivate the audience. The objective for these collections is to showcase creativity and push the boundaries of fashion.

Differentiation Between Collections

The distinction between Nurita Harith’s bridal wear and fashion show collections lies in their purpose and audience. Bridal wear is centered around classic elegance and emotional significance, designed to make a profound impact on a bride's special day. In contrast, fashion show collections offer a platform for bold experimentation and innovation, aimed at surprising and inspiring both the audience and fashion critics.

Nurita Harith // The Star

Nurita Harith's Perspective on the Malaysian Fashion Industry

She observes that the fashion business in Malaysia is now more competitive than ever. The landscape is filled with numerous new brands emerging across various segments, including both bridal wear and ready-to-wear. This increase in competition has made the industry quite cutthroat.

A Growing Market with Contemporary Brands

The influx of contemporary brands has introduced a new dynamic to the market. Many of these brands have cultivated dedicated followings within specific communities, reflecting their ability to resonate with niche audiences. This trend highlights the evolving nature of consumer preferences and the diverse directions in which fashion can be explored.

Adapting to Modern Marketing Strategies

One notable change in the industry is the rise of digital marketing, particularly through social media platforms. This shift has revolutionized how brands build their presence and connect with customers. Unlike in the past, when older fashion businesses lacked such channels, contemporary brands can now leverage social media to enhance brand recognition and reach a wider audience. Nurita Harith acknowledges this shift and is actively adapting to these modern marketing strategies to stay relevant and competitive.

Despite the intense competition, Nurita remains optimistic and proactive. She is continuously learning from how newer brands present themselves and market their products. Embracing these new methods is crucial in an industry where staying current is key to maintaining a strong presence.

THE UNCOMMON BREED