Fashion

From department drops to boutique chic, homegrown brand ups appeal of athletic wear

Step aside Lululemon – childhood sportswear brand pounces back in the game with a refreshed lifestyle approach without compromising affordability

Updated 2 years ago · Published on 28 Mar 2022 8:00AM

The Cheetah Spring/Summer 2022 collection represents the brand’s further interest in setting its sights on the urban market. It aims to continuously appeal to its market segment while strengthening its local and global footing in the fashion arena. – Pic courtesy of Cheetah Malaysia, March 28, 2022

by Amalina Kamal

WHEN you think of PJ aka physical education (PE) classes back in school, it’s hard to forget the slender big-cat emblem fashioned on the side pocket of your and your mates’ tracksuit bottoms.

One would think such memories would remain in the capsule of our adolescent years, never to return as a fashion choice in your adulthood styling.

Well not so fast because Cheetah Malaysia unveiled its latest Spring/Summer 2022 Collection at Mitec, Kuala Lumpur recently adopting 90s athleisure-inspired apparel.

It also marked the brand’s first fashion show since 1989 and with its newly appointed creative director Datuk Jovian Mandagie.

Specially curated by creative director Datuk Jovian Mandagie, the fashion show marks his first showcase with the brand. – Pic courtesy of Cheetah Malaysia/All Is Amazing

The collection featured looks inspired by the style and ambience from the Wimbledon Championships which the runway show is also directly inspired by. – Pic courtesy of Cheetah Malaysia/All Is Amazing

“My first collection for the brand is very sentimental, it goes way back to 28 years ago when my mother bought me my first Cheetah outfit for PE classes.

“To be given the opportunity to design this whole collection today is such a great honour for me,” he said.

“We worked immensely hard for this to materialise and ensure that it is up to perfection, especially for the millennial group.

“Through this collection, we wish to enhance the spirit of supporting homegrown brands so that more people will realise that we do have great brands in our own country to be proud of,” added the creative director.

The S/S 22’ Collection is a combination of sports and lifestyle that blends both fashion and comfort to create a complete line for men, women and children. – Pic courtesy of Cheetah Malaysia/All Is Amazing

Singer Daiyan Trisha, well-known among youth, is introduced as one of the talents for Cheetah’s SS22 campaign. – Instagram/@cheetahmalaysia pic

Department to boutique appeal

The collection reflects a new beginning in the brand's design direction to update the company's current line of clothing to suit the trending market. Prices of the featured pieces range from RM29 to RM140.

A quick look will not have you guessed that the clothing is from Cheetah as the brand has grown alongside us to be synonymous with back-to-school casual sportswear.

Rapper SonaOne performing during the fashion show. – Pic courtesy of Cheetah Malaysia/All Is Amazing

Cheetah creative director Datuk Jovian Mandagie (right) and rapper SonaOne. – Pic courtesy of Cheetah Malaysia/All Is Amazing

Well, not anymore as it’s clear what they are trying to evolve into, visible from their recent event.

Local fashion enthusiasts will be sure to look at the coming months when more of the brand’s upscaling plans, focus on staples that are more relevant and in tune with the needs of young consumers. – The Vibes, March 28, 2022

*Watch the full Cheetah Spring/Summer 2022 fashion show with creative director Datuk Jovian Mandagie in the video above…