Exploring the Perspective of the Visual Communication on Traditional and Modernised Baju Kurung among Women

Abstract

Generally, this study examines the connection between the baju kurung and modern Malay culture in the world of fashion.To gain a comprehensive understanding of this phenomenon, this study is carefully designed to explore women's perspectives on the baju kurung. In doing so, the study draws on the expertise of three experienced fashion designers who bring their keen eye and extensive knowledge of fashion to the fore. The overarching aim of this research is to identify and illuminate the intricate intricacies of eight women's preferences in relation to the baju kurung, and to unravel the threads that weave this timeless garment into the fabric of Malay culture. The research method chosen for this study is qualitative, a method known for its ability to provide deep and detailed insights and ideal for exploring nuanced research questions. This particular study uses a semi-structured approach to data collection, primarily through in-depth interviews. The focus group used in this study consists of women from the Klang Valley who work in the fashion industry. In this research, four main themes were found to reveal the visual communication perspective on traditional and modernised Baju Kurung. The themes are price, materials, design and purpose. Based on the comprehensive research conducted, it is clear that people's preferences for Baju Kurung, a traditional Malay dress, are shaped by a plethora of complex factors. These factors cover a wide spectrum, ranging from pragmatic and economic considerations to more subjective and aesthetic aspects, thus painting a rich picture of motivations and choices.