In the heart of Malaysia, a traditional garment is getting a modern makeover, thanks to a innovative approach that could reshape how heritage fashion adapts to contemporary tastes. The Nyonya Kebaya, a classic attire with deep cultural roots, is finding new life through a method called Kansei Engineering, as detailed in a recent study published in the *Journal of Engineered Fibers and Fabrics*. This research, led by Chunli Guo from the Nanchang Key Laboratory of Clothing Digital System Design at the Jiangxi Institute of Fashion Technology in China, offers a blueprint for revitalizing traditional garments in a way that resonates with younger consumers.
The Nyonya Kebaya, once a staple in Malaysian fashion, has seen declining popularity among younger generations. Guo and her team sought to bridge this gap by systematically identifying design elements that align with the perceptual preferences of younger consumers. “We wanted to go beyond mere speculation and provide a data-driven approach to understand what makes the Kebaya appealing—or unappealing—to younger consumers,” Guo explained.
The study employed a mixed-methods approach, combining visual analysis, interviews, and literature review to extract 64 Kansei words—terms that describe the emotional and sensory responses to design elements. These words were then organized into a semantic space specific to the Kebaya. Through questionnaire surveys, card sorting, and clustering analyses, the researchers identified five key perceptual dimensions: cultural perception, esthetic sensitivity, perceived trendiness, charm, and material texture. From these dimensions, they distilled a set of 12 high-salience Kansei words that could guide design optimizations.
One of the study’s most significant contributions is the creation of a quantified, replicable pipeline for heritage attire. This pipeline not only constructs a five-dimension semantic space for the Kebaya but also operationalizes a compact Kansei lexicon tailored for young-market targeting. “This framework allows designers to link perceptual cues to concrete design parameters, providing measurable criteria for redesign,” Guo noted. This approach goes beyond descriptive accounts, offering actionable guidelines for optimizing the Kebaya’s structure, pattern, technique, and color.
The implications of this research extend far beyond the Nyonya Kebaya. By providing a structured method for understanding and adapting traditional garments to modern tastes, the study offers a generalizable approach that could be applied to other heritage attires worldwide. This could open new avenues for preserving cultural heritage while making it commercially viable in contemporary markets.
For the fashion industry, this research highlights the importance of understanding consumer perceptions and preferences. By leveraging Kansei Engineering, designers can create garments that not only respect cultural heritage but also appeal to modern sensibilities. This could lead to a resurgence of traditional attire in mainstream fashion, benefiting both cultural preservation and commercial interests.
In the broader context, the study’s findings could influence how traditional crafts and designs are adapted for modern consumption. By providing a data-driven approach to understanding consumer preferences, the research offers a valuable tool for industries looking to innovate while respecting cultural heritage. As Guo and her team continue to refine this method, the potential for revitalizing traditional garments—and the cultural narratives they carry—becomes increasingly promising.
Published in the *Journal of Engineered Fibers and Fabrics* (translated to the Journal of Engineered Fibers and Textiles), this research serves as a beacon for those seeking to blend tradition with innovation. As the fashion industry continues to evolve, the insights gained from this study could pave the way for a more inclusive and culturally rich future.